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Cluster Share
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What the check looks at · 5 components
What the check measures
The keyword defines the market, the domain is who you measure: your own site, a prospect or a competitor. Five numbers, one conclusion.
01
The cluster
The keywords that belong to your head term: purchase, comparison and information queries in the language of the country you pick. Eight to twelve per check, so you measure a market rather than a single keyword.
02
The demand
Every keyword comes with a monthly search volume. Added up, that is the size of the market you are measuring, in searches per month.
03
The traffic
For each keyword we look up where the domain ranks and use a click model to estimate the visits that position earns: #1 gets roughly 28% of the clicks, #5 still 7%, page 2 almost nothing.
04
The share
Estimated traffic divided by total demand: the part of the market this domain owns today. Shown next to the ceiling, because even ranking #1 everywhere captures little more than a quarter of all searches.
05
The gaps
Keywords with volume where the domain is not on page 1, sorted by what a top-3 position would add. That is the list where the growth sits — and who owns the rest of the market today.
Why it matters · the short version
Why share says more than a position
Ranking first on three small keywords is not market share.
A ranking report can look great while the business number is small: first places on a handful of keywords with no volume, and invisible on the ten terms that carry the demand. Market share corrects for that. It weighs every position by the volume behind it and by the chance that someone actually clicks that position.
That click model is deliberately conservative. In practice the first position gets roughly 28% of the clicks, the second 15%, the third 11%; from position six a few percent remain and page 2 barely counts. So every cluster has a ceiling: a domain ranking #1 for everything still captures little more than a quarter of the searches. The rest goes to other results, ads, AI answers or nowhere at all. Compare your share with that ceiling, not with 100%.
Without a connected data source this check runs on example data: a deterministic cluster and positions that are always the same for the same input. That shows the method, not your real market. With a connected search-data provider the positions come from live search results and you see which domains hold the rest of the market — and the result is labelled accordingly.
Methodology · what is what
What we decide, measure and estimate
Every number in the result belongs to one of these three. The report itself says which, per item, so you know what to lean on.
Assessed by our decision model
A judgement with a probability behind it: certain, likely or uncertain. Not a fact, but traceable — the same input gives the same judgement, and the certainty is always shown.
Intent and funnel stage per keyword, and whether a keyword really belongs to this cluster.
Measured
What we literally fetched or counted: HTTP status, HTML, robots.txt, sitemaps, feeds and search results. If it is not there, we say so.
The positions of your domain and of other domains in the fetched search results.
Estimated
Models and rules of thumb: search volumes, click rates, expected return. Good enough to prioritise with, not to budget on.
Search volumes, the cluster itself, the click model per position and therefore your share and the upside per gap.
Simulated. When no decision model, provider or cluster is available — or the daily ceiling for the free tools is reached — the tool keeps running on deterministic example data. That is labelled on every item it touches.
Good to know
Questions about Cluster Share
From check to system
Knowing your share is step one. Traze grows it.
Cluster Share shows where you stand in one market. Traze does that for all your markets at once and closes the gaps: it plans the missing pages, writes them in your voice, publishes them into your CMS and keeps optimising until the share moves — in Google and in AI answers, with you in the loop.
Keep going · next check
Done? Check the rest.
Every tool answers one question. These two follow on from what you just saw.
One check is a snapshot
Traze is the loop.
Traze researches, writes, publishes and optimises the content that gets you found in Google and in AI answers — automatically, with you in the loop. See pricing or book a demo.