Definition
Share of voice compares how often or prominently a brand appears relative to competitors in AI answers.
Expanded definition
In AEO/GEO, share of voice can include mentions, answer prominence, citations, and competitive inclusion across prompt sets. It is useful for reporting but incomplete without interpretation quality. As a metric, share of voice should be read as a diagnostic signal rather than a standalone KPI. The next step is to connect the number to a specific answer pattern, source issue, buyer risk, or content decision.
Why it matters
Competitive visibility affects shortlists. But a higher share of voice does not guarantee the brand is being framed accurately or favorably.
Example
A brand appears in 30% of monitored comparison answers while two competitors appear in 70%.
Common mistake
Using share of voice as a standalone success metric.
Diagnostic question
When the brand appears more or less than competitors, what does the answer say and which sources may explain the gap?