Organic Share of Voice for iGaming

The definition

For a keyword set K in one market and on one device:

visibility(domain, k) = weight(k) × ctr(position of domain on k)
share(domain) = sum of visibility(domain, k) ÷ sum of visibility(all domains, k)

Three choices drive the result, and each should be printed with the number:

1. The keyword set. Which queries count. See our rank-tracking method for how to build and version one.
2. The demand weight. How much each keyword matters. Options include your own Search Console impressions for the query, a licensed keyword tool's estimate, or equal weights. Each has a bias: Search Console only sees queries where you already appear, and tool estimates vary by provider.
3. The click-through curve. The share of clicks you assume each position receives. There is no official curve. Build one from your own Search Console data for the same market and device, and update it when the results page changes, for example when AI Overviews appear on more queries.

Get the denominator right

A share is only comparable when the denominator is stable. Decide:

• Depth. Count only results you actually checked, for example the top 20.
• Unit. Domain or subdomain. Operators often run separate sportsbook and casino hosts; group them by brand only if you say so.
• Classes. Operators, affiliates, media and others. Reporting by class is often more useful than ranking individual domains, as explained in our competitor hub.
• Exclusions. Spam and unlicensed sites can enter casino results. Either keep them in the denominator and label them, or exclude them and say how many visibility points you removed. Excluding silently inflates everyone else's share.

Split branded and non-branded queries

A brand will usually rank first for its own name. If branded queries sit in the same keyword set, the brand's share reflects how often people search for it, not how well it competes. Report non-branded share as the main competitive figure and branded share separately. Search Console added a branded queries filter in November 2025; Google says its classification "may mislabel branded and non-branded queries", so check the split on your own top queries. Our branded vs non-branded guide covers the details.

Try it: a share-of-voice calculator

Worked example (synthetic)

With the default rows above and weights 30, 15, 10, 7 for positions 1 to 4:

• site-a.example: 500 × 0.30 + 300 × 0.07 = 171
• site-b.example: 500 × 0.10 + 200 × 0.30 = 110
• site-c.example: 300 × 0.15 = 45

Total visibility is 326, so the shares are 52.5%, 33.7% and 13.8%. Change the curve to 40, 20, 10, 5 and site-a rises to 53.1% (215 of 405). The ranking positions did not change; the model did. Keep the curve fixed for a series, or recompute history when you change it.

What share of voice cannot prove

• It does not count clicks. Use Search Console for your own clicks.
• It cannot see personalization, local variation or results deeper than your checked depth.
• It is not market share or revenue share.
• Small keyword sets swing sharply. Print the keyword count, and avoid naming competitors as winners from a handful of queries.

Questions

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