The percentage of recorded answers to a category's buyer questions that name a given company. One answer can name several companies, so the shares in a category do not add to 100. A company with 1.5 times the next company's share leads the category's answers; the report calls that posture 'leader'.
How to read the table
The report lists you and the rivals discovered for your market, with each one's share. The top row is the leader; the row that matters most is the one the report calls the sharpest threat: the rival named ahead of you most often when both of you appear, which is often not the largest.
What moves it
Being added to answers you were absent from. Site changes alone rarely move it, because most answers are written from other people's pages. The 'named instead' table says which questions and which rival, and the citations say which page.
The term behind it: Buyer question
A question a person asks an engine while choosing a supplier: 'best X for Y', 'A vs B', 'A alternatives', 'X for a 40-person team'. The report derives about fifteen from a company's own website.
About fifteen per company, derived from its own website in four buckets: product ('which X do Y'), niche ('X for a company like ours'), head term ('best X') and comparison ('A vs B', 'A alternatives'). Each is asked with the market set and listed in the report with who was named. Buyer question, in full.
Read next
Share of voice · Sharpest threat · What the report looks like
Ask it about your own company
Your website, region and work email. The score appears in about three minutes, and the report is a link you keep.