Digital Download with Paul Sutton

Digital Download with Paul Sutton

Is Share of Search the Missing Link in Comms Measurement?

October 27, 2021

Share of search has been used in the advertising industry for years as a way to prove a causal link between advertising and business results. It follows the line of thought that one of the first things a person does if they become aware of something that interests them is to search for it on Google. So if you can track how many people search for your brand or product over time, you can start to correlate this heavily with core business outcomes.
While at first glance Share of Search may seem to have more in common with search engine optimisation (SEO) than communications and public relations, where or if your brand appears in search is irrelevant in this instance, as it is the intent of the user that matters. So understanding how your activity triggers internet searches is incredibly valuable. 
In this episode of the Digital Download podcast, I talk to Stella Bayles from Coverage Book and Answer the Public about where the Share of Search metric came from, how to calculate it, how to track search intent and what this proves from a communications perspective.
Please Check Out Our Sponsor
This episode of the podcast is supported by Podchaser Pro, making podcast discovery and analysis a breeze. Podchaser Pro builds on Podchaser's best-in-class data set to provide access to reach, contacts, demographics and more, and bring radical efficiency to the process of discovering, qualifying, and contacting podcasts.
What to do Next

Subscribe to the podcast to receive new episodes automatically to your mobile or email. And if you enjoyed today’s show, please email it to a friend and/or share it on your favourite social media channels. I'd love to hear from you with any comments or thoughts. I read and reply to every single email, tweet or message. And finally, it would also be very awesome and hugely appreciated if you'd be able to take a moment to leave an honest review and rating for the podcast on iTunes or Podchaser, as this helps others discover Digital Download.

Thanks for listening!