Actavero

Methodology · Visibility

How the Share of voice (Visibility) is calculated

Method version visibility-v1 · Last updated

In short

Share of voice is a brand's share of the total visibility of all tracked brands in a channel, as a percentage. Actavero measures it in four channels — search (SEO), AI answers (GEO), backlinks and online conversation — and the Visibility score is the plain average of the four channel shares.

Formula

Channel share of brand b = amount of b ÷ Σ amounts of all tracked brands × 100
Visibility = (SEO share + GEO share + backlink share + socials share) ÷ 4

How it is calculated, step by step

  1. Measure the amount per brand in each channel: estimated search clicks, mentions in AI answers, referring domains, and engagement on the brands' own social accounts (online mentions until competitors' social accounts are added).
  2. For one product or service (the product filter): only the channels measured per product count — SEO on the searches sorted into it, GEO on the questions about it and the own social channels on the posts about it; backlinks and online mentions are measured per brand only.
  3. Divide each brand's amount by the total of all tracked brands in that channel.
  4. Average the four channel shares into the Visibility score.

What goes into it

SEO
Estimated organic clicks (see SEO share of voice).
GEO
Mentions and citations in AI answers (see GEO share of voice).
Backlinks
Referring domains (see Backlink share of voice).
Socials
Engagement on the brands' own social accounts over the last 30 days (see Social media: own channels); online mentions (see Share of conversation) while no competitor accounts are entered.

Data sources

  • See the channel pages for each source.

How often it is updated

Monthly; GEO also on demand.

How to read it

  • Shares add up to 100% across the tracked brands, so adding or removing a competitor changes everyone's share.
  • Compare with the fair share (100% divided by the number of brands) to see whether you are above or below par.

Example

Shares of 20% (SEO), 12% (GEO), 15% (backlinks) and 13% (socials) give a Visibility of 15%.

Limitations

  • Share of voice is relative to the brands you track, not to the whole market.
  • Channels where data is not yet connected show labelled sample data.

Frequently asked questions

Why the average and not a weighted mix?

Each channel is a distinct way to be found. A plain average keeps the score simple to explain and act on.

Why did my share drop when I added a competitor?

Shares are divided among all tracked brands, so a new brand takes part of the total.

  • SEO share of voice — Your share of the estimated search clicks of all tracked brands: monthly search volume × expected click-through rate of each brand's Google position, per keyword.
  • GEO share of voice (AI answers) — Your share of brand mentions in AI answers to a fixed set of buyer questions, asked monthly to Claude with web search; a citation of your own site counts extra.
  • Backlink share of voice and link gap — Your share of the referring domains (unique sites linking to you) of all tracked brands; the link gap lists sites that link to competitors but not to you.
  • Share of conversation (online mentions) — Your share of the online mentions of all tracked brands in the last 30 days, on websites, blogs, forums and news sites in your market, with sentiment.
  • Rank and fair share — Rank is your position among the tracked brands on a score (1 = best); fair share is 100% divided by the number of brands.

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