How to calculate Share of Search

1) First step is to work out who the number 1 player in your market is
This is your BASE and is the brand against which all the others will be measured.

2) Then add in your brand and the other competitors in market.

3) The next part is some simple manipulation in excel. You’ll have c180 cells per brand if you use the “go back to 2004” option and this may “jump around” a bit. So to smooth it out turn that data into a 12 month moving average.

4) Divide each brand by the total of that month. When i’m in excel I have the months down the side and the brands at the top. You can then just stack the various calculations without losing anything.

5) You’ve discovered Share of Search