The Share of Market indicates the coverage of a selected keyword set for the chosen domain based on the SEO visibility of the overall market. For this purpose, the market is defined for each keyword of the keyword set and aggregated to a total value (market volume). To define the market, the top 10 rankings are checked for their visibility. The proportion of your own SEO visibility in relation to the maximum SEO visibility of the market is your market share. This KPI clearly shows how much share of market is achieved in the relevant topic area, and converts a specific SEO KPI into a well-known business KPI. In this way, a better understanding can be gained in reporting, even for SEO-external employees.
How can I benefit from market share analysis?
- Insight into market development and awareness of new competitors at an early stage.
- Understanding of the share of total traffic relevant to the target group
- Good comparability with competitors through relative values
Analysis of the share of market in the Searchmetrics Suite
Search Experience > Market Insights > Share of Market
In the following example we consider the market share for "amazon.co.uk". The total visibility of the market (based on the entered keyword set) is 142,3K. Thereof the market share of Amazon is 8,5%. For comparison, the average share of market of the benchmarks is also shown. In this case, it is 1.1%. In the ranking shown, Amazon is in first place of the top 10.
The chart below shows the historical development of the market share. Additional benchmarks and their development give a good impression of the market as a whole.
Market Insights > Market Growth
In this tab there is a bubble chart that shows the developments and changes in the market. Thereby, weekly trends can be analysed. This makes it possible to quickly identify new competitors.
The example shows that amazon.co.uk has the largest market share. However, the market share remained the same while currys.co.uk has gained 0.5% in the last week. The orange markers also show that currys.co.uk isn't a benchmark for the project yet. However, if currys.co.uk's market share continues to grow, adding it as a Benchmark would make sense.
Market Insight > Market Segments
If your project is well tagged (see: Tags), even more detailed analyses can be carried out in the Market Segments tab. The analysis allows the evaluation of the market share per tag, which can even be broken down to a product level or a single product.
If we look at the following example, we see that amazon.co.uk covers 10,2% market share with the "Home Enternainment"-segment. In the last week, this has decreased by 2.3%, although the market share in the higher level "Electronics"-segment has actually increased by 0.1% (left screenshot).
At the same time, the "plants, seeds and bulbs" segment won 4.1% market share, while higher levelled segment "Garden and Outdoor" even recorded a loss of 1% (right screenshot).
In addition, the top competitors and benchmarks are shown in the chart so that the development of one's own market share can be directly compared with that of the tag-specific competitors.