What is Share of Model (SoM)?
Share of Model (SoM) measures how frequently a specific brand, product, or topic appears in the generated outputs of large language models like ChatGPT or Claude. Unlike traditional search engine optimization that tracks link clicks and keyword rankings, SoM evaluates your actual visibility inside AI-driven conversations.
As users increasingly bypass search engines for direct answers, tracking your brand’s SoM helps determine if AI models view you as an authority. It calculates your mentions relative to competitors across diverse industry prompts.
Improving this metric requires understanding how LLMs retrieve information. Brands optimize for SoM by building authoritative digital footprints, ensuring accurate data across training sources, and securing mentions in high-context industry content that models rely on during generation.
Related questions
It is measured by running industry-specific prompts through various LLMs and dividing the number of times your brand is mentioned by the total possible mentions.
As search behavior shifts from keyword queries to conversational AI answers, SoM reveals your true visibility where traditional rankings miss.
You can improve SoM by increasing digital PR, publishing authoritative research, and ensuring your brand is frequently cited in sources used to train AI models.