Share of Voice (SOV) is a metric that quantifies how successfully a website ranks for a specific set of keywords or concepts, relative to its competitors. This measurement is useful for identifying the level of competition and the opportunity for achieving better search engine rankings within a given topic area.
Share of voice is a broader form of keyword research that can help you determine the difficulty of competing for search engine rankings on certain topics. SOV can also provide a strong indication of which websites possess established SEO authority for specific topics, enabling you to gain insight into their successful strategies or formulate ways to outperform them.
In certain scenarios, competing for a topic that already exhibits a highly competitive SOV can be prohibitively challenging. For example, if a major website has been consistently dominating the share of voice for particular keywords, it may be extremely difficult to compete against their established authority. In such cases, you might consider targeting long-tail keywords where increasing your share of voice is a more realistic goal.