Search engine optimization (SEO) has a lot of moving parts, but a few key concepts explain most of what’s happening behind the scenes. Below, we break down SERPs, rank tracking, and share of voice using a simple race analogy to make them easier to understand.
What Is a SERP?
In simple terms:
A SERP (Search Engine Results Page) is the page you see after you search for something on Google or another search engine.
It includes:
- Regular search results
- Paid ads
- Maps, featured answers, and other special sections
Race analogy:
Think of the SERP as the racetrack. This is where all competitors show up when someone searches for a topic. Some racers are out front, some are further back, and a few get extra attention thanks to special features on the track.
What Is Rank Tracking?
In simple terms:
Rank tracking measures where your website appears in search results for specific keywords and how that position changes over time.
Race analogy:
Rank tracking is like checking the leaderboard. It shows what place you’re in, whether you’re moving up or down, and how you compare to others competing in the same race.
What Is Share of Voice?
In simple terms:
Share of voice shows how much overall visibility your website has in search results compared to competitors across a group of keywords. We calculate this via the total search volume of that keyword multiplied by the current rank. This helps visualize the competition that exists in higher volume search terms.
Race analogy:
Share of voice is how much time your car spends running near the front of the pack across the entire race calendar.
Each keyword is a different race. High volume keywords are the biggest races with the most fans in the stands. Finishing closer to the front in those races puts your car in front of more eyes. You do not need to win every race, but the driver who is consistently running near the front in the biggest races is the one most fans recognize.
How These Concepts Work Together
- SERP → the racetrack
- Rank tracking → your position on the leaderboard
- Share of voice → how often and how prominently you’re seen during the race
Together, these metrics help explain not just where your website ranks, but how visible your brand is to potential customers searching online.