Over the past few years, the term “Share of Search” has become a buzzword in the world of marketing. It refers to the idea that comparing the number of brand searches for your company against those of your competitors can be a good indicator of market share. But is this really true? As someone who has worked in marketing for a large multi-brand high street retailer, I have seen the challenges of using Share of Search as a measure of market share firsthand. In this article, I’ll dive into the research and explore whether Share of Search is really a reliable predictor of market share or just another marketing buzzword.