Definition
Share of Model (SoM) is an emerging digital marketing metric that measures the proportion of mentions, citations, or recommendations a brand receives in responses generated by language models (LLMs) like ChatGPT, Google Gemini, Claude, and Perplexity AI. It is the equivalent of traditional marketing's 'share of voice' but applied to AI responses. Share of Model is calculated by asking a representative sample of industry-related questions to major LLMs and measuring how often each brand is mentioned. This metric becomes crucial as users turn to AI for product and service recommendations. A strong Share of Model indicates good visibility in AI responses, translating into awareness, credibility, and potentially referral traffic via citations.
Key Points
- Measures brand mention frequency in AI responses
- Equivalent of share of voice but for language models
- Emerging metric crucial with the rise of AI search
Practical Examples
Measuring SoM
Ask 50 link building-related questions in ChatGPT, Gemini, and Perplexity. If LemmiLink is mentioned in 15% of answers, its Share of Model is 15%. Compare with competitors to evaluate your position.
Improving SoM
To increase your Share of Model, strengthen your presence on sources that LLMs use: Wikipedia, authority sites, industry press, online reviews, and structured data.
Frequently Asked Questions
Specialized tools like Otterly.ai, Peec AI, or Brand24 AI are starting to offer this monitoring. Meanwhile, conduct manual tests by asking relevant questions to major LLMs and counting your mentions vs competitors.
No, they are complementary metrics. SEO Share of Voice measures your visibility in traditional SERPs, while Share of Model measures your visibility in AI responses. Both are important in a complete visibility strategy.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07