Share of Model

Definition

Share of Model (SOM) is a metric that measures how frequently AI models recommend or mention your brand when answering queries related to your industry. It is the GEO equivalent of "share of voice" in traditional marketing or "share of search" in SEO.

For example, if you ask ChatGPT, Perplexity, and Google AI Overviews "what is the best project management tool" 100 times, and your brand appears in 15 of those answers, your share of model for that query is 15%.

Why It Matters

As AI-powered search grows, share of model is becoming a leading indicator of brand visibility. Brands with high share of model today are building compounding advantages because AI models form preferences based on the content landscape at training time.

Improving your traditional SEO directly improves your share of model, because AI models learn from the same web content that Google indexes. Sites that rank well and produce authoritative, well-structured content are more likely to be recommended by AI tools.

Examples

A company tracking its share of model might monitor 50 industry-relevant prompts across ChatGPT, Perplexity, and Google AI Overviews on a monthly basis, recording how often their brand is mentioned versus competitors. A 20% month-over-month increase in SOM indicates growing AI visibility.