Improving your website's share of voice comes down to focusing on two main areas: filling content gaps in your industry and optimising for relevance and intent. Start by identifying topics your competitors aren't covering well and create content that meets search intent directly. Don't just focus on keywords; build clusters around related terms and link them internally to strengthen authority. You can also amplify this by sharing expert opinions on relevant social media platforms or respected industry publications. Personally, I've found that contributing to platforms like Search Engine Land (https://searchengineland.com/author/luca-tagliaferro) has been valuable for visibility and establishing authority in SEO. It's a powerful approach to positioning yourself as a trusted expert in your industry.
Software Developer, AI Engineer & SEO Expert at Vincent Schmalbach
Answered a year ago
I've found that completely dropping the marketing mindset leads to much better responses. Focus entirely on helping people solve their specific problem - nothing else matters. Write like you're explaining something to a knowledgeable friend over coffee, not like you're crafting marketing content. Share actual experiences and results, but keep them relevant and brief. Tell people exactly what to do and why it works, without buzzwords or fluff. If you catch yourself using terms like "leverage," "optimize," or "streamline," stop and rewrite it in plain language. The responses that help people most are the ones where you forget about promoting yourself or your business and just focus on making someone else's work easier. Be direct, be specific, and remember that helpful advice spreads itself - you don't need to market it.
An excellent way to increase your SEO share of voice quickly is by getting your products or services featured in listicles relevant to your business. For example, if you're a digital marketing agency, your target audience may look for your services via a Google Search for 'digital marketing services' or 'digital marketing agencies'. There is likely to be a listicle of 'Top X Digital Marketing Agencies' somewhere in the top few results. Contact the publisher of the article and ask to be featured. In return, you could provide a backlink(s) or a free day of work. By doing this, you can quickly get yourself featured in the top 10 for highly competitive keywords without having to write a lot of content or get a ton of backlinks. It's an excellent tactic for relatively new or low-authority websites.
Take a Wraparound Approach to Content Creation From my experience as the head of a digital marketing agency, a strategic focus on supporting keywords-essentially a "wraparound approach" to content creation and optimization-is one of the most effective tactics to improve a website's share of voice in SEO. For instance, we worked with a personal training brand whose top-of-the-funnel (TOFU) keywords, e.g., "Personal trainer," faced massive competition. To overcome this hurdle, we created comprehensive content around mid-tier, supporting keywords with decent search volumes, such as "Personal training for weight loss in [City]," "Affordable personal trainers near me," and "Online personal training classes for beginners." This not only enhanced their overall topic authority, resulting in a 100% increase in organic traffic over six months, but also paved the way for brand recognition during the consideration phase. We maintained a steady flow of fresh content while regularly updating existing pieces to align with emerging trends. Integrating videos within blog posts also successfully enhanced engagement, with an average time-on-page increase of 45 seconds, and improved bounce rates by 25%. While this project required a significant commitment to content creation and optimization, it also helped build a solid foundation. We saw improved rankings for those supporting keywords-achieving first-page rankings for 10 new keywords-and also increased visibility for our main targets over time. I think this strategy also emphasizes that while SEO can feel like a numbers game, focusing on genuine content needs tied to user intent can yield significant long-term benefits.
To sharpen your SEO share of voice, dive into Reddit threads and industry-specific forums to uncover the informal, authentic language your audience actually uses. These "real talk" keywords are often absent or show zero search volume in keyword tools like Ahrefs. Yet they capture the genuine way people discuss their pain points and interests. By mining these platforms, you can spot niche phrases and colloquialisms that resonate on a deeper level, reflecting user intent more accurately than high-volume terms. Building content around these low-competition keywords can significantly boost your SEO share of voice, drive more traffic, and strengthen your brand's connection with its target audience.
my top tip for SEO share of voice is to create genuinely valuable, expert led content that answers the core needs and questions of your target audience. This isn't about quick wins or rehashing information-you need to be a credible authority that speaks directly to your audience's pain points and objectives. Start by doing deep research into the topics and keywords your audience is searching for, but don't stop there. Add unique insights and actionable advice that no one else is offering. This builds trust and credibility which in turn boosts your rankings and helps you stand out in crowded search results. And prioritise the technical SEO fundamentals-site speed, mobile optimisation and a strong linking structure-so your great content is backed up by a smooth user experience. At Marketing with Tom we believe in building real marketing skills that get you a foot in the door of top companies and last a lifetime. This isn't about quick fixes or gimmicks; it's about having a sustainable presence in your niche through smart content that sticks and engages. By delivering real value you're not just increasing your SEO share of voice-you're building a career in digital marketing.
Smart content marketing paired with linking that actually makes sense-internally and externally for your niche topic.. Everyone either ignores the external links cos its too hard or the internal links because they don't have the time to pay attention to their niche structure. Create content that can support your key topics, stuff that's useful, like breaking down common costs or stats in your niche, putting together a tool or spreadsheet that solves a real problem, or writing comparison pieces that answer questions everyone's asking. Basically, content that's valuable enough for other sites to reference. Then link it all up properly. Internally link really well to relevant/key pages. At the same time, build and earn relevant external links to your supporting content. The link juice will flow through like a rising tide lifting all boats.
As an SEO agency founder myself, SOV has been one of my top priorities over the last 10 years. Establishing myself as a thought leader and a contributor to some of the major publications has been giving us the most effective, consistent boost in terms of organic traffic, leads and organic media citations. I write for publications like U.S. News, Forbes, Nasdaq and Entrepreneur. Even though it's challenging to estimate exactly how much of our success can be attributed to thought leadership, it's an essential component to improving SOV. I would suggest that SEOs and digital marketers jump on the thought leadership bandwagon ASAP.
Top Tip for Improving SEO Share of Voice To boost your SEO share of voice (SOV)-your brand's visibility relative to competitors-focus on content clusters and topic authority. Organizing content around core topics can help establish authority and improve visibility for relevant keywords. 1. Create Topic Clusters Structure your content into clusters with a *pillar page* for a main topic and *supporting pages* for subtopics. For example, a fitness brand might create a pillar on "Weight Loss Tips" with supporting articles on "Meal Plans," "Exercise Routines," and "Common Mistakes." This approach signals to search engines that you're an authority on the subject, boosting rankings for related terms. 2. Target Featured Snippets and PAA Aim to capture featured snippets and "People Also Ask" sections for better SERP visibility. Optimize by: - Answering questions directly and concisely. - Using headers (H2s, H3s) to structure around common questions. - Summarizing in 40-60 words to fit snippet formatting. Snippets and PAA placements capture mobile traffic, where these elements are especially prominent. 3. Use Internal Links to Reinforce Relevance Link your cluster content back to the pillar page to improve SEO. Internal links guide users and help search engines see your content's relevance. Use descriptive anchor text to highlight topics within the cluster. 4. Update Content Regularly Keep your content fresh by updating older pages. Google values up-to-date information, so regularly refresh articles with new data or trends to improve rankings. Use Google Analytics to identify high-potential pages for updates. 5. Focus on Quality Backlinks Earning high-quality backlinks strengthens topic authority. Reach out to reputable sites in your industry for guest posts or partnerships. Tools like Ahrefs can help identify backlink opportunities, especially for your pillar pages. 6. Optimize Core Web Vitals SOV also depends on user experience. Google's Core Web Vitals-speed, interactivity, and stability-affect rankings. Use PageSpeed Insights to address issues, especially on mobile, to improve user experience and reduce bounce rates. Conclusion To increase SEO share of voice, focus on structured content, optimized snippets, high-quality backlinks, and a great user experience. These strategies will increase visibility, outperform competitors, and strengthen your brand's presence in search results.
To improve your share of voice using SEO, focus on creating Topic Clusters and Content Authority. Create and prioritize topic cluster related to your niche, creating comprehensive, interlinked content pieces around core topics that are super relevant to your target audience. Rather than chasing keywords in isolation, developing a network of inter linked content around themes that resonate with your target market will improve your authority and then increase your site's visibility for an even broader sets of related terms, which strengthens your SOV. Building share of voice isn't just about ranking, but actually dominating your niche's digital conversation. Ensure that each content piece within the cluster meets different layers of search intent, covering everything from awareness to decision-making. Ultimately your goal is to create a deep, interconnected content ecosystem on your site that reinforces your brand's authority and maximizes your visibility for high-value search queries. Your site's sustained success depends on your commitment to quality content and consistent updates to remain competitive.
My top tip for Share of Voice optimization is to remember that it requires multiple channels in your digital marketing mix. From the on-page SEO side, you want to ensure you are producing high-quality content that shows your brand's expertise and experience. This starts with understanding your users and targeting the right keywords in your writing. From an off-page SEO view, you want to build highly authoritative links to this content within your niche to expand your reach. And finally don't forget about social media, at the end of the day the goal is to reach your target audience at a higher rate than your competitors so use you social media following to share and spread your relevant content.
To boost your SEO share of voice effectively, focus on establishing authority through well-structured content hubs. Building content hubs-comprehensive collections of interconnected articles centered around core topics-positions your site as an authoritative resource, significantly increasing your visibility across relevant keywords. Start by identifying high-value topics and developing clusters of in-depth content around each one. Link these pieces back to a central pillar page to create a clear hierarchy for search engines. This structure improves user experience and signals expertise, helping you rank for a broader range of search queries and amplifying your voice in the SERPs. By maintaining and updating these hubs, you can sustain visibility over time and establish your site as a go-to source in your niche.
I think a great approach that has worked for my clients is to create content clusters around key topics. We research the main themes for their audience, create an evergreen central piece, and then explore topics of these themes. This approach helps search engines understand the connection between your content pieces and shows that the site is well-versed on the subject.
It has to be building out a library of authority-driven content on your nominated topic. But more than the old hub and spoke model. If you're wanting to improve your share of search, then you need to understand the varying search intents and look to build out top-of-funnel to bottom-of-funnel informational pieces, whilst at the same time ensuring you have sales pages for the commercial queries and even looking for other opportunities such as developing utilities which may satisfy that last 5%-10% of queries.
To improve SEO share of voice, one of the most effective strategies is to focus on long-tail keywords that are highly relevant to your niche but have lower competition. For example, in our seafood business, rather than targeting broad terms like "fresh seafood," we optimize for specific, localized searches like "fresh antibiotic-free seafood delivery in Mumbai." We also emphasize content that educates customers, such as recipe blogs, sustainable sourcing practices, and detailed guides on different seafood cuts. This not only boosts SEO but also positions us as an authority in the market. For instance, by publishing in-depth content about the benefits of hormone-free poultry, we increased organic traffic to related pages by 41% in just six months. Focusing on niche topics and producing high-quality, informative content helps capture a larger share of voice in search results and builds trust with both customers and search engines. Consistency in content and keyword strategy is key to staying competitive in the digital space.
In general the best way to improve your share of voice is to just follow good SEO practices. However, one tip I'd give to marketers is to make sure they are addressing all the main types of search intent and not just creating content for one area. For example, for an online store you might naturally focus efforts on commercial and transactional search queries. But a potential customer might be searching using terms that fall under informational intent, for example, "best packaging for shampoo". Google will be more likely to direct this query to a blog discussing different packaging options for shampoo than to a shop page actually selling packaging. So, if you include content on your site to meet this type of information search as well, then you will increase your overall share of voice. Just make sure you also have a strong CTA from your blog content to direct people to buy!
When it comes to improving your SEO share of voice, one method has consistently worked for my agency website and my clients. This is precisely how I have grown my share of voice from 0% to 35%+ in a few months. Go for high-level keywords, but be very selective about how you approach them to achieve first position! Pick and choose your battles! To give you an idea, I chose the keyword "Web Design Essex" and built my entire strategy around it. When choosing the parent or head keyword, you want to ensure the odds are stacked in your favour. For example, do not go for keywords you know will be nearly impossible to get first position. Take everything into consideration: your domain name, your domain strength, your budget, and the time you have to achieve the rank. Analyse your competition and see how regularly they update their content/website-how much time and effort is going into their SEO campaign? Once you have these answers, find the head/high-level keyword you want to target and do not stop until you are in the first position. The beauty is that various keywords around this parent keyword will automatically gain traction and rank 2, 3, 4, etc. These secondary keywords combined with the head keyword will all follow suit, and you will see that just ranking in 1st position for that head keyword brings a lot of other keywords along with it! I hope you found this insight helpful. All the best, Ben Hughes
A top tip for improving your SEO share of voice is to focus on topic authority by creating in-depth, high-quality content clusters around core topics that matter to your audience. Search engines reward sites that demonstrate authority and relevance, so building a content strategy that targets multiple aspects of a primary topic can help you dominate search results and boost your share of voice. Start by identifying high-value topics and keywords that align with your target audience's interests and search behaviors. Then, develop a main "pillar" page around the core topic, ensuring it's comprehensive, well-structured, and optimized for the primary keyword. This page should be designed to rank as the authoritative source on the topic, providing extensive insights and linking out to related subtopics. Next, create "cluster" content that dives deeper into specific aspects of the main topic. Each piece should target a related long-tail keyword and link back to the pillar page, creating a web of internal links that reinforces your authority on the subject. For instance, if your core topic is "digital marketing," you might create clusters on "content marketing strategies," "SEO best practices," and "social media marketing," each linking back to the main page. This interlinked structure signals to search engines that your site has substantial, connected information on the topic, improving its chances of ranking for multiple keywords and increasing visibility. Additionally, optimize each page for user intent by focusing on content quality, readability, and engagement metrics, as these factors contribute to rankings. To enhance share of voice further, monitor competitors to identify gaps in their content. Tools like Ahrefs and SEMrush can help spot keywords or subtopics they're missing. By filling these gaps, you can expand your reach on topics where competition may be weaker, gradually increasing your overall share of voice. Finally, support your content with off-page SEO strategies like quality backlinks, social media promotion, and even content syndication, which all help build credibility and visibility. The combination of comprehensive on-page content, targeted keyword strategy, and strong external signals is crucial for establishing authority and improving your SEO share of voice in a competitive market.
The Google Business Profile is the most overlooked piece of SEO. Google is giving every business a completely free tool that offers Off-Page SEO GOLD to anyone that takes advantage of it, and most people do the bare minimum or nothing at all with that free tool. My tip for improving your SEO share of voice is to learn EVERYTHING you possibly can about the Google Business Profile through articles, blogs, marketing podcasts, webinars, YouTube videos, your marketing agency, etc. and little by little, start enacting everything you learn. Just so you walk away from this reading with at least one tip I'll say this: the words you use in your review responses and the words your customers leave in your reviews are important. If you have a blog, consider everything you've learned about keyword density to be exactly the same in your GBP but in this case, it is more important because this is technically Off-Page SEO.
Content optimization with laser-focused intent made a remarkable difference in our SEO strategy. Our immigration client's case perfectly illustrates this approach. Their website was barely visible for key search terms until we identified a golden opportunity - pages ranking between positions 80-100. Instead of chasing highly competitive terms, we doubled down on these 'almost there' keywords. We revamped the content to match user intent precisely, enriched it with actionable insights, and structured it for maximum readability. The results? A stunning 457% traffic increase within five months. Think of SEO share of voice like real estate - it's better to own a small property in a growing neighborhood than to compete for a tiny piece of prime downtown. Find your niche, dominate it, then expand strategically. Our success formula is simple: identify low-hanging keywords, create content that genuinely helps users, and keep refining based on performance data. Remember, it's not just about ranking - it's about becoming the go-to resource in your space.