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Glossary of Terms

Our glossary to help you understand Share of Search related terms.

Share of Search (SoS)

A metric indicating a brand's or product's share of total search volume in comparison to its competitors. It provides insights into brand health and potential sales volumes.

Search results that are not influenced by paid advertising. They are ranked purely based on relevance to the user's query and search engine algorithms.

Search results that are influenced by advertisers paying for better positioning or visibility. Commonly associated with platforms like Google Ads.

Search Volume

The total number of searches made for a specific keyword or phrase within a given timeframe.

Click-Through Rate (CTR)

The percentage of people who click on a specific link after seeing it in search results. It's calculated by dividing the number of clicks by the total number of impressions.

Search Query

The actual phrase or terms inputted by users into a search engine.


The total number of times a link or ad was displayed in search results, regardless of whether it was clicked.

Search Engine Results Page (SERP)

The page displayed by a search engine in response to a user's search query. It lists both organic and paid search results.

Long-Tail Keyword

A keyword phrase that is typically three or more words long. They are more specific than generic, high-volume keywords and often result in more qualified search traffic.

Search Visibility

The percentage of all possible organic clicks a website has received for a specific set of keywords.

Bounce Rate

The percentage of visitors who navigate away from a website after viewing only one page, indicating they didn't find what they were looking for from that specific search.

Keyword Density

The percentage indicating how often a specific keyword or phrase appears within a web page's content in relation to the total word count.

Conversion Rate

The percentage of visitors who take a desired action after clicking on a search result, such as signing up for a newsletter or making a purchase.