AI Share of Voice (SOV) expresses a brand’s participation in answers to a defined question universe. State the formula clearly: share of answers and share of mentions among competing brands are different measures. Both can guide decisions when their rules are explicit and comparable.
At murmur, SOV is an operational objective guiding diagnosis, strategy and execution. The number identifies opportunities; reading the answers helps explain what needs to change.
Two formulas to keep separate
Share of answers: eligible answers meeting the brand criterion divided by all eligible answers. The criterion may be recommendation, mention or any form of presence, provided it is explicit.
Share among brands: the brand’s mentions divided by mentions of all brands included in the universe. State whether each brand counts once per answer or by occurrence, and which competitors enter the calculation.
Semrush presents a mention-based formulation. Dan Taylor’s critique addresses percentages built on undisclosed question sets. The practical response is to document the universe and avoid presenting a sample as every possible conversation.
A calculation example
This is a hypothetical example, not a client result:
| Indicator | Baseline | New round |
|---|---|---|
| Eligible answers in the same universe | 500 | 500 |
| Answers recommending the brand | 45 | 70 |
| Recommendation share | 9% | 14% |
The difference is 5 percentage points, equivalent to relative growth of approximately 55.6%. Reporting only relative growth would conceal the starting point. If questions or engines change, compare a common subset.
Five hundred answers do not necessarily mean 500 independent observations: repeated questions and answers from the same engine may be related. Interpretation should account for the design.
Building a useful baseline
Document market and language, intent families, exact questions, engines, dates, repetitions, competitors and classification rules. Keep branded questions separate from those testing unprompted discovery.
Record planned attempts, valid captures and failures. A technical failure is not an absent recommendation. Eligibility rules must remain consistent so that collection problems do not look like falling SOV.
Keep evidence that permits classification checks. The SparkToro research reinforces the need to assess variation instead of relying on individual queries.
Turning the metric into action
If the brand is missing from problem-oriented questions, check whether content addresses the need before introducing the product. If it appears as a source but rarely as a supplier, examine the offer description, selection criteria and supporting evidence. If namesakes cause confusion, work on identity.
Compare intent families and engines separately. A total average can hide gains in comparisons and losses in hiring queries. Prioritize commercially relevant gaps and record interventions before the next round.
The metric’s limits
SOV is not market share, traffic or revenue. Its universe represents the selected scope, not all demand. A fixed competitor list allows comparison but may miss new entrants; review discoveries and version the list without silently rewriting history.
These limits also inform contracts. A growth guarantee should identify the formula, baseline, period, eligibility and conditions. The commitment cannot depend on changing measurement rules after the fact.
Frequently asked questions
Which SOV formula should I use?
Use the one matching the objective. Track recommendations as answers recommending the brand divided by eligible answers. For share among brands, disclose the list and counting rule.
Does 14% SOV mean 14% of the market?
No. It means 14% within the stated universe and criterion. Market share requires another dataset.
How should I report SOV to the board?
Show the baseline, current value, percentage-point change, denominator, period and scope. Add completed actions and the commercial opportunities guiding the next cycle.
How murmur works
murmur works through a SWAS model, combining proprietary measurement software with specialists who diagnose, plan and execute GEO to grow Share of Voice (SOV). Eligible contract models may include an SOV-growth guarantee, with the metric, baseline, period, scope and conditions agreed in writing. This does not guarantee an individual answer, a fixed position or sales.
Author: Mateus Gomes, murmur operator. This article explains our approach and discloses our commercial interest.