> ## Documentation Index > Fetch the complete documentation index at: https://docs.attensira.com/llms.txt > Use this file to discover all available pages before exploring further. # Share of Voice > Learn how Share of Voice measures your market share in AI conversations. Understand calculation methods, realistic benchmarks, what drives SoV, and strategies to improve. **Share of Voice (SoV) is the most important metric to optimize for.** It measures your market share in AI conversations — how much of the conversation you own when users ask AI about your industry. ## How Share of Voice is calculated In each AI response, multiple domains get cited as sources. Share of Voice measures how many of those citations belong to you: ``` Share of Voice = (Your domain citations / Total domain citations) × 100 ``` **Example:** An AI response cites 5 sources: * yoursite.com ← yours * g2.com * techcrunch.com * competitor.com * wikipedia.org Your Share of Voice for this response = 1/5 = **20%** ### How we report Share of Voice | Level | What it shows | | ----------------------- | ----------------------------------------------------- | | **Per response** | Your share in a single AI answer | | **Per prompt** | Average share across all responses for that prompt | | **Dashboard (overall)** | Average share across all your tracked prompts | | **Per page** | How often a specific page from your domain gets cited | ### What counts as a "competitor" in AI search In traditional SEO, competitors are other businesses in your market. **In AI search, competitors are any domain that AI cites instead of yours.** If you're Pipedrive (a CRM), domains competing for your share of voice include: * **Direct competitors** — hubspot.com, salesforce.com, zoho.com * **Review sites** — g2.com, capterra.com (if AI cites them instead of you) * **Wikipedia** — wikipedia.org (if AI pulls generic info instead of citing your site) * **Comparison blogs** — techradar.com, pcmag.com When AI cites Wikipedia or G2 instead of your domain, you're losing share of voice. You're not controlling the narrative — someone else's content is. Share of Voice is calculated based on citations, not brand mentions. You can be mentioned by name but still lose SoV if AI cites competitor domains as sources. ## Why you can't always achieve 100% SoV For high-value, commercial searches, AI models are designed to provide balanced, helpful answers — not to promote a single brand. This means: * **AI cites third-party sources for credibility** — Review sites, comparison articles, and industry publications add objectivity * **Multiple options help users** — AI aims to be helpful, which often means presenting choices * **Bias detection** — AI models are trained to avoid appearing to endorse any single brand too heavily **Realistic SoV targets:** | Market Position | Realistic SoV Target | | ---------------- | ---------------------- | | Market leader | 35-50% | | Strong contender | 20-35% | | Niche player | 15-25% (in your niche) | | New entrant | 5-15% | If you're seeing 80%+ SoV, you may not have enough competitors tracked, or your prompts may be too brand-specific. Broaden your tracking for accurate measurement. ## What sources each AI model prefers Different AI platforms have different preferences for where they pull information. Understanding this helps you prioritize your efforts: | Platform | Preferred Sources | How to Improve SoV | Update Frequency | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------- | ---------------------- | |

**ChatGPT** | Wikipedia, major publications (TechCrunch, Forbes), Reddit, review sites (G2, Capterra) | Get Wikipedia presence, coverage in major publications, build Reddit presence | Training data + browse | |

**Claude** | In-depth documentation, research publications, detailed guides, professional journals | Create well-reasoned content, publish detailed guides, focus on educational over promotional | Training data focused | |

**Perplexity** | Fresh content, news articles, comparison articles, structured pages | Keep content updated, use clear headings, publish timely industry content | Real-time search | |

**Copilot** | Bing index, Microsoft ecosystem, LinkedIn, enterprise content | Optimize for Bing SEO, maintain LinkedIn presence, create enterprise-focused content | Bing index + search | |

**Google AI Mode** | Google Search index, Knowledge Graph, authoritative web content | Optimize for Google SEO, use structured data, maintain Google Business profile | Google index | |

**Google AI Overview** | Google Search index, featured snippets, high-authority sources | Target featured snippet formats, create concise authoritative answers | Google index | ## What drives Share of Voice Well-known brands with consistent web presence tend to be mentioned more. AI aggregates information from across the web — the more you're mentioned everywhere, the more AI mentions you. Brands with more content covering more topics get mentioned in more conversations. Content breadth expands your SoV. If you don't have a page about a topic, you won't be mentioned for queries about it. When industry publications, review sites, and comparison articles mention you positively, AI picks up on these references. Third-party validation is often weighted more heavily than your own content. Your SoV is higher for queries that closely match your positioning and lower for queries outside your sweet spot. A CRM focused on agencies will have higher SoV for "best CRM for agencies" than "best enterprise CRM." Fresh content and recent mentions can boost SoV, especially on platforms like Perplexity that prioritize recency. Stale content leads to declining share. This helps you identify where to focus efforts. You might dominate SMB queries but lose enterprise queries — that tells you exactly where to invest. ## Improving Share of Voice ### Growing your SoV Filter prompts by category and find where your SoV is below your target. These are your growth opportunities. For categories where competitors lead, understand what content and positioning they have. Check their cited sources. Build content specifically designed to capture share in weak categories. Match the depth and format of winning competitors. Get mentioned by publications and review sites that AI references. This often has more impact than your own content. Monitor SoV changes by category over 4-8 weeks. AI models update their knowledge at different rates. ### Defending your SoV If your SoV is declining: * **Check competitor activity** — Did they launch new content or get new coverage? * **Verify content freshness** — Is your content still current and accurate? * **Look for new sources** — Are new publications or sites citing competitors? * **Review query shifts** — Have the queries in your market changed? ## SoV benchmarks **SoV: 35-50%** You dominate AI conversations in your category. Focus on: * Defending position against challengers * Expanding into adjacent categories * Maintaining content freshness * Monitoring for emerging competitors **SoV: 20-35%** Solid presence with growth opportunity. Focus on: * Identifying categories where you can win * Targeted content investment * Closing gaps with market leader * Building third-party coverage **SoV: 10-20%** In the conversation but not dominant. Focus on: * Niche categories where you can lead * Differentiated positioning * Building awareness and authority * Getting listed on key review sites **SoV: Below 10%** Struggling for presence. Focus on: * Foundational content creation * Basic prompt coverage * Getting listed on key sources * Building any third-party mentions ## Common SoV mistakes If you only track 2-3 direct competitors, your SoV will look artificially high. Add review sites, comparison blogs, and indirect competitors for accurate measurement. Your own content alone won't maximize SoV. AI models trust third-party validation. Invest in getting coverage on sites AI cites. Tracking "What is \[Your Brand]?" will give you 100% SoV but tells you nothing useful. Focus on category queries where users haven't decided yet. SoV changes slowly. AI models update at different rates — some use training data, others search live. Give improvements 4-8 weeks to show impact. ## Next steps See which pages AI references Understand competitive ranking Find sources that influence AI Take action on your SoV