Why share of search beats traffic in AI

The quick answer

As AI changes search, you must change how you measure success. Here is why share of search is the new essential metric:

1. AI Overviews and direct answers reduce clicks and traditional website traffic, making traffic a less reliable indicator of success.
2. Share of search measures direct brand demand by tracking how many people search for your brand by name compared to competitors.
3. Calculating your share of search gives you a clear benchmark of your market position and helps predict future growth.

What Is Share of Search?

Share of search is the percentage of all branded searches in your category that are for your specific brand. It is a direct measure of brand awareness and consumer interest.

The formula is simple:

(Your Brand's Search Volume / Total Branded Search Volume for Your Category) x 100 = Your Share of Search %

This metric cuts through the noise of algorithm updates and traffic fluctuations. It answers one critical question: when customers think of a solution in your industry, are they thinking of you?

Why Website Traffic Is an Unreliable Metric in the AI Era

For years, website traffic was the primary KPI for digital marketing success. More clicks meant more visibility and potential customers. That model is breaking down.

AI-powered search engines are designed to provide direct answers, not just links. This is creating a new search landscape where clicks are less frequent and more fragmented.

The Rise of Zero-Click Searches

Google's AI Overviews (AIOs) now appear in around 13% of all global searches. These summaries often answer a user's question directly within the search results page, removing the need to click through to a website.

Data shows the impact is significant. Some websites have reported traffic drops between 20% and 41% since the wider rollout of AI features. Organic click-through rates (CTR) for top-ranking pages have seen sharp declines, with some studies showing a drop of up to 45% for informational queries.

As the original article from searchengine land points out, this trend forces a shift in focus from traffic acquisition to brand demand generation. If you rely only on traffic, you are measuring a metric that is in decline by design.

Traffic Doesn't Equal Demand

Even before AI search, high traffic was not always a sign of a healthy business. You could attract thousands of visitors with a blog post that ranks for a broad keyword, but if those visitors have no interest in your product, the traffic is worthless.

Share of search, however, measures intent. When a user types your brand name into a search bar, they are actively seeking you out. This is a powerful signal of brand salience and a leading indicator of future sales.

How to Calculate Your Share of Search in 3 Steps

Measuring your share of search is a straightforward process. You can do it with free tools and a simple spreadsheet. Follow these steps to get a clear picture of your brand's standing in the market.

Step 1: Define Your Market and Competitors

First, you must clearly define your category and identify your competitors. Be specific. If you sell high-end running shoes, your category is not "footwear." It is "performance running shoes."

Your competitors are the other brands a customer would consider when making a purchase. List 3 to 5 direct competitors whose brand names people are likely to search for.

• Your Brand: [Your Brand Name]
• Competitor 1: [Competitor A Name]
• Competitor 2: [Competitor B Name]
• Competitor 3: [Competitor C Name]

This list forms the basis of your entire calculation. A poorly defined market will give you a misleading result.

Step 2: Gather Branded Search Volume Data

Next, find the monthly search volume for each brand name on your list. You can use a tool like Google Keyword Planner for this. Look for the average monthly search volume for the exact brand name.

Create a simple table to organize your data:

• Your Brand Search Volume: 10,000 searches/month
• Competitor A Search Volume: 25,000 searches/month
• Competitor B Search Volume: 12,000 searches/month
• Competitor C Search Volume: 3,000 searches/month

Add all the search volumes together to find the total branded search volume for your category. In this example, the total is 50,000 searches per month (10,000 + 25,000 + 12,000 + 3,000).

Step 3: Apply the Formula and Track Over Time

Now, apply the share of search formula using your data. Divide your brand's search volume by the total category search volume and multiply by 100.

(10,000 / 50,000) x 100 = 20% Share of Search

Your brand has a 20% share of search in this defined market. This number is your baseline. The real power comes from tracking this metric over time, ideally on a quarterly basis. A rising share of search indicates your marketing efforts are successfully building brand awareness.

Using Share of Search to Guide Your Marketing Strategy

Your share of search percentage is more than just a number; it is a strategic tool. It provides clear, actionable feedback on your marketing performance and a roadmap for growth.

Benchmark Your Brand Against Competitors

Your share of search is an objective benchmark of your brand's visibility compared to your competition. A low share of search is a clear signal that you have a brand awareness problem. People are not searching for you because they do not know you exist or do not associate you with the solution they need.

This tells you to shift focus from bottom-of-funnel conversion tactics to top-of-funnel brand-building activities. You need to create a brand that people remember and ask for by name. This starts with creating helpful, authoritative SEO content that establishes your expertise and builds trust long before a purchase decision is made.

Predict Future Market Share and Revenue

Studies have shown a strong correlation between a brand's share of search and its future market share. A rising share of search is a leading indicator of revenue growth. When more people are actively looking for your brand, more sales will follow.

This makes share of search an invaluable forecasting tool. If you see your share of search increasing for two consecutive quarters, you can confidently predict a future lift in sales. This allows you to allocate resources more effectively and prepare for growth.

Measure the True Impact of Your Campaigns

How do you know if a major ad campaign or product launch was a success? Measuring traffic spikes or social media likes can be misleading. A much better measure is whether the campaign increased the number of people searching directly for your brand.

Track your share of search before, during, and after a campaign. If you see a sustained lift, you know the campaign successfully penetrated the market and increased your brand's salience. The ultimate goal of marketing is to own a space in the customer's mind. Building this level of brand recognition requires consistency across all platforms, from a well-managed social media presence to your core website.

The Future Is Brand Demand, Not Clicks

The age of AI search requires a fundamental change in how we think about digital marketing success. Chasing volatile traffic numbers and top-of-page rankings is no longer a durable strategy.

The goal is to build a brand that people trust and seek out by name. A strong brand is immune to algorithm changes. When customers type your name into the search bar, you have already won. They are not looking for an alternative; they are looking for you.

Your brand's strength is built on a foundation of trust, authority, and recognition. This is achieved through a consistent presence and valuable content, all anchored by a professional online home. Ensure your site is expertly built to rank and designed to convert the high-intent visitors who search for you directly.

Start tracking your share of search today. It is the clearest signal of your brand's health and your most reliable guide for navigating the future of search.