In today’s world of AI-driven decision-making, one metric often gets overlooked: share of search (SoS). Many entrepreneurs still obsess over raw website traffic but fail to notice this silent shift in how your brand presence is measured and valued. With AI platforms like ChatGPT and Google's AI Overviews providing answers directly to users, clicks are becoming a limited resource, and traditional traffic metrics feel increasingly out of place. I’ve seen how ignoring this trend can lead to missed opportunities.
Let’s break down why SoS matters more than ever and how it can give business owners, freelancers, and startups an edge in this new era.
Why Traffic Is Losing Its Shine
Traffic, on its own, tells a limited story. When artificial intelligence responds to user queries directly on search engine result pages, fewer users click through to the links provided. This doesn’t mean your potential customers are uninterested, it simply shows that they are engaging with information in different ways.
A recent Semrush report on AI Overviews analyzed over 200,000 keywords and found that the introduction of AI responses caused a significant drop in organic clicks. In mid-2025, over 25% of queries triggered AI Overviews, further lowering site visits.
But here’s the big insight: people still search for your brand if they value the answers or products you offer. Share of search focuses on this branded consumer intent rather than where or how traffic happens.
What is Share of Search?
Simply put, share of search measures how often people are searching for your brand compared to your competitors. It’s calculated as:
- Your brand’s search volume ÷ Total category search volume
Unlike traffic, SoS reflects real interest and correlates closely with market share. Research cited by the Institute of Practitioners in Advertising (IPA) shows that increases in SoS often predict upward sales momentum.
Let’s look at an example. If you are in the niche of sustainable skincare, and your brand queries are rising while competitors remain stagnant, you know your marketing efforts are working, even if traffic hasn’t skyrocketed.
How to Use Share of Search to Drive Business Decisions
Here’s a step-by-step process to track and leverage your SoS effectively:
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Use Free Tools to Assess Trends
Platforms like Google Trends, Ahrefs, or SEMrush can help you estimate search volumes for your brand and competitors. For instance, entering “PlayPal wearable fitness tracker” vs. “Fitband X” into Google Trends shows shifts in brand interest over months or years. -
Track SoS Changes Over Time
A consistent increase is often tied to successful campaigns or PR efforts, while declines signal a need to revise strategies. -
Correlate SoS with Campaigns
Let’s say you ran a TikTok ad campaign on your product. By monitoring your SoS before, during, and after, you’ll better understand what worked. Remember, the goal is not clicks but visibility and intent. -
Segment by Location or Audience
If you operate in multiple countries, SoS offers insights into how your brand fares regionally or across demographics. A booming market in one country might compensate for stagnation somewhere else. -
Benchmark Against Competitors
Compare your SoS to that of competitors in your niche. For example, if a rival’s SoS rises after launching a new product line, you gain immediate inspiration for addressing market shifts.
Common Mistakes to Avoid
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Focusing Only on Traffic
Traffic-based decisions can be misleading. While it’s tempting to aim for higher visitor numbers, they mean little without intent or conversion. -
Ignoring Competitors’ SoS
Your SoS growth could feel promising until you notice competitors nearly doubling theirs. Benchmarking helps maintain the right perspective. -
Overlooking AI Mentions
AI-driven responses like ChatGPT may mention your brand to users without linking directly. Being present in such conversations fuels demand, even if clicks don’t appear on your analytics. -
Skipping Regular Updates
Consumer behavior evolves, especially with shifting trends in AI search. Stale data leads to faulty conclusions.
Why SoS Data Works as Strategy Fuel
SoS gives you a bird’s-eye view of brand health. When I coach entrepreneurs, I advise them to treat SoS as a hybrid metric: it blends marketing, product performance, and even customer loyalty.
Take AI platforms like Gemini’s conversational search assistant. These tools bypass traditional search entirely, offering quick answers instead of links. Winning visibility here means having a compelling enough presence that AI consistently recommends your brand over competitors.
Statistics further reinforce this. A study from Ahrefs found that 0.5% of traffic from AI search platforms generated 12.1% of signups. This tiny volume shows outsized conversion potential, proof of intent-driven searches translating directly to results.
How You Can Embrace Share of Search Today
To succeed in the AI era, entrepreneurs need strategies that focus on presence, relevance, and brand loyalty. Here’s how to get started:
1. Start Tracking Your SoS
Enter your brand name and competitors into tools like Google Trends, SEMrush, or Ahrefs. Keep tabs on fluctuations monthly to see if campaigns, industry changes, or search trends correlate with shifts.
2. Refine Your Messaging
If your audience searches for eco-friendly options, align your messaging around sustainability. Every query adds visibility to your SoS.
3. Create Content Designed to Be Referenced
Start writing blogs, guides, or product materials tailored to long-tail questions your audience asks. While fewer people may click directly, AI platforms are more likely to cite such in-depth resources.
4. Work with PR and Social Campaigns
Boost visibility on TikTok, Instagram, or YouTube while aiming for searchable brand representations. Public campaigns compound direct and indirect SoS growth.
The Takeaway
In the AI world, share of search is the compass guiding brands through changing online environments. With traffic becoming less reliable and AI altering how individuals discover information, focusing strategically on SoS will help businesses understand demand and stand out across platforms.
Instead of chasing visitors, prioritize what they’re searching for. You’ll be on their radar when it matters most. This isn’t just a shift, it’s an upgrade in how you operate and interpret your market.
Make the move today, because while numbers may lie, search intent rarely does.
FAQ on Why Share of Search Matters More Than Traffic in the AI Era
1. What is share of search (SoS)?
Share of search (SoS) measures how often a brand is searched compared to competitors within a category. It’s calculated as: your brand's search volume ÷ total category search volume. SoS strongly correlates with market share and consumer intent. Learn more about share of search
2. How does AI impact website traffic?
AI-driven platforms like ChatGPT and Google AI Overviews answer user queries without clicks on results, reducing traditional website traffic. A Semrush study found AI responses caused a significant drop in organic clicks. Read the Semrush AI Overview study
3. Why is website traffic becoming less relevant?
Traffic does not always reflect intent or engagement. AI overviews provide direct answers on search pages, bypassing clicks but still showing customer interest in brands. Clicks are no longer the sole indicator of demand. Check out why SoS outshines traffic
4. How do I measure share of search?
You can measure share of search using tools like Google Trends, SEMrush, or Ahrefs. Enter your brand and competitors to analyze search volume trends over time. Explore tools like Google Trends
5. Why does share of search matter more than traffic in the AI era?
SoS reflects genuine consumer interest and predicts future sales. With search moving toward AI platforms that bypass clicks, understanding consumer intent is more strategic than tracking website visits. Learn about SoS in AI-driven markets
6. What correlation exists between SoS and market share?
Research from the Institute of Practitioners in Advertising (IPA) shows increases in SoS often predict upward sales momentum and future market share growth. See the IPA research on SoS
7. Can SoS help predict brand performance?
Yes, tracking consistent increases in SoS shows successful campaigns and rising consumer interest, while declines suggest waning demand or ineffective strategies. Learn more about SoS insights
8. How do AI platforms like ChatGPT affect brand visibility?
AI mentions your brand during answers to user queries, boosting visibility and relevance even without generating traffic. Presence in AI responses becomes a key performance indicator. Discover AI-driven brand demand insights
9. What role does content play in improving SoS?
Creating detailed, searchable content aligned with user queries improves your AI and search engine visibility. AI tools reference accurate, in-depth resources, making content crucial for SoS growth. Read why information-rich content matters
10. What common mistakes should I avoid when using SoS?
Avoid focusing solely on traffic or neglecting competitor SoS trends. Zeroing in on your SoS without comparison or ignoring regular updates can lead to misguided decisions. Regularly analyze changes and competitor performance. See more about avoiding SoS mistakes
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.