Share of voice (SOV) is, by definition, the marketing parameter that provides insight into the visibility and presence of a brand in its industry or market, primarily in comparison with competitors. The share of voice indicates, in percentage terms, the percentage of conversation or visibility a brand controls within its given environment, covering a multitude of channels such as search, social networking, and traditional media. The SOV negotiations in search are defined as the percentage share of organic search traffic that a brand receives for relevant keywords against its competitors. Keeping track of SOV gives businesses the knowledge needed to understand their competitive landscape, identify opportunities to build visibility, and track their marketing influence.