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AI Visibility · Deep Dive

Share of Voice.

Share of voice at the entity level is the leading indicator of market share. Patnick measures it across every LLM answer.

What is it?

Share of Voice, defined.

Share of Voice is the percentage of total entity mentions across a query network that resolve to a specific brand — calculated as that brand's mention count divided by the sum of all entity mentions (brand + competing entities), averaged across the probed query universe. Backed by research on entity-level ranking signals and the Google patents covering author rank and knowledge graph integration.

Author rank and domain authority research shows that dominance is measured by entity share within a semantic neighborhood. Share of Voice is that measurement for the LLM era — the percentage of entity mentions within your category that resolve to your brand specifically.

Why it matters

Four concrete outcomes.

True market position

Share of voice is the single cleanest signal of your AI-search market position — no vanity metrics.

Competitor-aware

Every SoV calculation identifies which specific competitors are stealing attention from you.

Drives the Demand score

SoV is a 0.3-weighted component of the Demand score. Higher SoV lifts your Demand directly.

Historical trend

See whether you're gaining or losing market share week over week with no extra setup.

How it works

The 4-step process.

  1. 01

    Count brand mentions

    For each query, count how many times your brand appears across all LLM responses.

  2. 02

    Count competitor mentions

    Deterministic parser finds competitor name occurrences from your configured competitor list.

  3. 03

    Compute ratio

    SoV = brand / (brand + competitors), averaged across the query universe.

  4. 04

    Track over time

    Store the rolling SoV to display a trend chart and alert on drops.

Inside Patnick

See it in the dashboard.

This is how share of voice surfaces inside the real Patnick dashboard. Enter the your audit to click through it.

patnick.com/dashboard
TechFlow (you)
42%
Webflow
28%
Framer
15%
Wix Studio
9%
Squarespace
6%
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People also ask

Frequently asked questions.

What is share of voice in AI search?
Share of Voice in AI search is the percentage of all entity mentions LLMs make across a defined query network that resolve to your brand specifically. If you're mentioned 40 times and competing entities are collectively mentioned 60 times across 100 probes, your SoV is 40%. This is the entity-level analog of traditional SERP share of voice, and it's the leading indicator of topical dominance.
How is SoV different from market share?
Market share measures customers or revenue. Share of voice measures entity mentions within a topical network. They correlate but aren't identical. A new challenger can have low market share but high SoV (LLMs love them before consumers do) — that's the first-mover pattern. An established brand can have high market share but low SoV (LLMs ignore them because their entity profile is stale) — that's the decline pattern. Patnick surfaces SoV because it's the earliest leading indicator of future market share shifts.
Which competitors does Patnick track?
The ones you configure during onboarding — your top 5-10 competing entities by domain. Patnick uses these names and domains in the deterministic parser to extract competing-entity mentions from every probe response. You can add, remove, or swap competitors any time, and SoV recalculates retroactively from the existing probe data (no re-probing required). The choice of competitor list defines the boundaries of your topical neighborhood.
What's a good SoV score?
In a 5-competitor market, even distribution gives 20% fair-share. Above 25% means you're over-indexed (LLMs favor you in their entity resolution). Below 15% means under-indexed. 40%+ is dominant position. Patnick displays the theoretical fair-share baseline next to your actual number so you can see the delta at a glance. Note: because SoV is averaged across the query network, edge-of-network queries can have very different SoV from core-topic queries — the dashboard lets you filter by cluster to see where you dominate and where you struggle.
Does Patnick use SERP share of voice data?
No — that's a different metric. Traditional SEO tools measure SERP SoV from Google blue-link rankings. Patnick measures LLM SoV from AI answer content. These are two different funnels and they can diverge dramatically: a brand can have 60% SERP SoV and 5% LLM SoV because LLMs don't retrieve their pages, or 10% SERP SoV and 35% LLM SoV because their entity profile is sharper than their page rankings. In an entity-oriented search era, LLM SoV is the more strategic measurement.
How often is SoV recalculated?
On every read. Patnick stores raw entity mention counts per probe, so SoV is computed from source on each dashboard load — not pre-aggregated overnight. When a new probe run completes, your SoV reflects it within seconds. Growth+ plans get daily probe runs, so SoV can shift daily; Starter gets weekly runs. Historical SoV trends are always available so you can see movement over time.

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