How to use the share of voice calculator
The table above starts with the five-keyword example from our guide, with HubSpot as “your site”. Replace it with your own data in five steps.
- List your keywords. Pick 20 to 50 keywords that match what you sell. Leave out your brand name, since you will always own it.
- Add monthly searches. Use one source for every keyword, such as Google Keyword Planner or your SEO tool. Mixing sources skews the result.
- Add your positions. In Google Search Console, open Performance, then Search results, and turn on Average position. Filter by query to read your spot for each keyword.
- Add competitor positions. Search Console only shows your own site. For rivals, use a rank tracker, or check Google rankings by hand for a few keywords. For many keywords, a SERP API returns the full top 10 for each one as JSON.
- Pick the curve and the results per page. Then read your share, the chart and the biggest opportunities. Use Copy as CSV or Copy link to save the month.
Already have the data in a sheet? Copy the cells and paste them into the first keyword box. The column order is keyword, searches, your position, then one column per competitor. A blank cell means the site is not in the top 10.
The tool reads “1,200”, “1.200” and “12k” as searches. Decimals like 3.4 round to the nearest spot. A position past 10 counts as zero clicks. A repeated keyword is counted once, and empty rows are skipped.
How the share of voice math works
The tool uses the same method as our guide to calculating SEO share of voice. There are two steps.
Estimated clicks = monthly searches × CTR for the position
Share of voice = a site's estimated clicks ÷ estimated clicks of all results × 100
“All results” means every organic spot on page one, not just the sites you typed in. That is why your sites add up to less than 100 percent. The rest shows as “Other results”.
Here is a tiny example. One keyword gets 1,000 searches a month, and the page has no AI answer. You rank #2, so you get 1,000 × 10.2% = 102 clicks. All 10 spots together get 1,000 × 50.0% = 500 clicks. Your share of voice is 102 ÷ 500 = 20.4%.
The CTR curve behind the numbers
The click rates come from First Page Sage's report, updated September 22, 2026. It is built on Search Console data from 1,184 sites, from March to August 2026. It splits clicks by whether Google showed an AI answer.
| Position | AI answer on the page | No AI answer | Blended |
|---|---|---|---|
| #1 | 3.6% | 22.6% | 7.1% |
| #2 | 1.4% | 10.2% | 3.0% |
| #3 | 0.8% | 5.8% | 1.7% |
| #4 | 0.5% | 3.7% | 1.1% |
| #5 | 0.3% | 2.5% | 0.7% |
| #6 | 0.3% | 1.8% | 0.6% |
| #7 | 0.2% | 1.3% | 0.4% |
| #8 | 0.2% | 0.9% | 0.3% |
| #9 | 0.1% | 0.7% | 0.2% |
| #10 | 0.1% | 0.5% | 0.2% |
The curve you pick changes the click totals a lot. It changes the shares much less, because every curve drops fast from #1 to #10. In our guide's example, switching curves moved the leader's share by under 2 points.
Share of voice vs rank share
Rank share counts spots: your top-10 spots ÷ all top-10 spots. Every spot counts the same, so a #9 on a tiny keyword equals a #1 on your biggest one. Switch the chart to Rank share to see it.
In the example, HubSpot holds 4 spots, the most of any site. That is 8.9% of the spots, but only 11.7% of the clicks. Sprout Social holds 3 spots and gets 34.8% of the clicks, because it is #1 on the biggest keyword.
How to read your share of voice
- Compare it with your top rival, not with a fixed goal. A good share depends on how many keywords and rivals you track.
- Start with the biggest opportunities. The list ranks keywords by searches times the gap between your spot and #1. One big keyword where you sit at #4 can move the number more than ten small ones.
- Check “Other results”. If it is large, sites you did not list take most of the clicks. Add the biggest of them as competitors.
How to track SEO share of voice every month
Run the same check on the same day each month. Keep four things fixed: the keyword list, the volume source, the CTR curve and the results per page. Change any of them and your baseline resets, so note the date when you do.
Save each month with Copy link or Copy as CSV. Put the shares in one sheet, with one column per month. The trend line tells you more than any single month.
Rankings move fast. On October 9, 2026, Sprout Social ranked #1 on US desktop Google for “share of voice”. When we checked the same page on November 11, 2026, neither Sprout Social nor HubSpot was in the top 8. Monthly checks catch moves like that. For large keyword sets, read how to track rankings in bulk.
What this calculator cannot tell you
- The curve is an average. Real CTR varies by query type, brand and snippet. Compare your own Search Console CTR with what a good organic CTR is to see how far off you are.
- SERP features take clicks. AI Overviews, ads, maps and People Also Ask boxes sit above or between the results. The tool does not see the page, so the curve is your best way to allow for them.
- Brand terms skew it. You own your brand name, and rivals own theirs. Keep brand keywords in a separate table.
- Search volumes are estimates. Tools disagree, sometimes by a lot. Stick to one source.
- Only page one counts. A #11 gets zero clicks here, though page two does get a few.
- One market at a time. A US desktop ranking and a UK mobile ranking are different pages. Run each one as its own table.
If you already pay for Ahrefs or Semrush, their rank trackers can report share of voice for you. Ahrefs divides your clicks by the clicks to all results for your tracked keywords. Semrush shows it in Position Tracking on its Business plan, as of November 2026. This calculator is for quick checks, client pitches and teams without those tools. It also shows every step of the math.