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Who Owns The SERP

Every competitor in your SERPs, tracked at no extra cost.

Nozzle records the entire SERP for every keyword, so every competitor is already in the data before you name one. Add as many as you want, and tracking them costs nothing extra.

The Competitors dashboard compares all of them, including the domains you never thought to add, on Share of Voice, estimated traffic, rank, and click-through rate. It shows who holds the most top three or top ten rankings, and breaks the comparison down by keyword group and by SERP feature.

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nba.com ranks #2 for "nba", behind Google's own scores box, but appears 11 times on the page: the organic listing, five sitelinks, three "Latest from nba.com" cards, a top story and an image. Of 30.4 million searches a month, 75% end without a click, leaving 7.6 million clicks, and nba.com takes 3,167,419 of them: 41.7%, 3.7 times the next site. Over 30 days its rank held at #2 while its share ran from 26.8% to 43.5%.

Film · 40 s

Rank #2 for "nba", 11 appearances on the page, 41.7% of the clicks. Share of Voice counts every one.

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Named competitors, brands, and properties

Share of Voice

By brand, domain, subdomain, or URL

Any keyword group

Compare competitors on one set of keywords or all of them

Backfilled

Add a competitor and its history is already there

Why teams use it

What the whole SERP tells you about the competition.

01

Know who owns the market, and by how much

Share of Voice is a domain's share of the estimated traffic across every SERP on your keyword list, so one number says how much of the market it holds and the chart says which way that is moving. After a Google algorithm update, this is where you see who won and who lost on your keywords, in your industry.

Below, seven retailers on 6,174 keywords over a month. Amazon holds the most at 3.6% and gave up 1.3 points, eBay gained 2.1 to reach 2.9%, and REI gained 0.8 to reach 2.7%.

The Competitors dashboard, step by step
A Share of Voice % Summary card in Nozzle. A line chart from Aug 11 to Sep 8 2026 carries seven domains, with amazon.com on top between 3% and 5% and the rest between 0% and 3%. The table beneath has Domain, Latest, Change, Best and Worst columns. amazon.com 3.6%, down 1.3. ebay.com 2.9%, up 2.1. rei.com 2.7%, up 0.8. walmart.com 1.8%, up 0.2. homedepot.com 1.0%, down 0.1. lowes.com 0.5%, up 0.3. target.com 0.1%.

02

Find the competitors you have not named yet

Every result on every SERP is recorded and attributed to whoever holds it, so the same dashboard lists every domain on your keyword list whether or not you ever added it as a competitor. Sort by Share of Voice and the market tells you who is in it.

Below, the same keyword list. Reddit, a forum, leads at 5.2%. Coleman, a manufacturer, is two tenths behind at 5.0%, and Camp Chef, another manufacturer, holds 2.1%. The first two outrank every retailer on the list, Amazon included.

How to add a competitor once you have found one
A Share of Voice % Summary card in Nozzle. A line chart from Aug 11 to Sep 8 2026 carries eight domains between 0% and 6%, with reddit.com and coleman.com trading the top. The table beneath has Domain, Latest, Change, Best and Worst columns. reddit.com 5.2%, up 0.9. coleman.com 5.0%, down 0.1. amazon.com 3.6%, down 1.3. ebay.com 2.9%, up 2.1. rei.com 2.7%, up 0.8. youtube.com 2.5%, down 0.7. campchef.com 2.1%, down 1.3. outdoorgearlab.com 1.9%, down 1.0.

03

Slice the market by rank group

Two competitors can rank for the same number of keywords and hold them in very different places. The Rank Groups view splits every domain's keywords by where they rank, so you can see who holds the most top three and top ten positions and who lives on page two and beyond, across all your keywords or one keyword group.

Below, the blue shades are ranks 1 to 3 and the greens are the rest of the top ten. YouTube holds more top ten rankings than any other domain, Amazon included, and Reddit holds more than twice the top three rankings of eBay, Walmart, or REI.

How to filter any dashboard to one slice of the SERP
A Keywords Rank Groups card in Nozzle. A stacked bar per domain splits its keywords into rank groups from 1 to 51 and up, youtube.com longest at near 24,000, then amazon.com near 11,000, ebay.com, walmart.com, reddit.com, rei.com, facebook.com and homedepot.com between about 3,900 and 7,700. The table beneath has a column per rank group, 1, 2, 3, 4 to 6, 7 to 10, 11 to 15, 16 to 20, 21 to 50 and 51 plus. youtube.com 961, 574, 729, 1,861, 2,719, 3,125, 2,551, 5,958, 5,294. amazon.com 468, 498, 424, 1,171, 1,494, 1,027, 682, 3,646, 1,685. ebay.com 219, 185, 172, 427, 648, 654, 579, 3,492, 668. walmart.com 227, 163, 171, 461, 682, 698, 635, 3,331, 770. reddit.com 536, 444, 477, 1,075, 1,442, 1,167, 912, 1,287, 318. rei.com 162, 141, 148, 373, 588, 639, 490, 2,169, 341. facebook.com 113, 79, 69, 321, 591, 973, 794, 1,902, 593. homedepot.com 54, 49, 88, 204, 294, 373, 334, 1,937, 529.

04

See which domains own each SERP feature

Filter the same table to one SERP feature and it shows who owns that feature: AI Overviews, People Also Ask, product packs, video, local packs, or any other SERP feature that appears in your SERPs.

Below, the number of keywords where each domain is cited in the AI Overview. YouTube is cited on 2,422 keywords and Reddit on 1,159, and Amazon fell from 1,118 to 621 over the month while Walmart and Coleman gained.

Everything about AI Overviews on your queries
A Keywords Summary card in Nozzle. A line chart from Aug 13 to Sep 8 2026 carries eight domains, youtube.com on top between 1,900 and 2,700, reddit.com near 1,100, and the rest below 1,200. The table beneath has Domain, Latest, Change, Best and Worst columns, counting the keywords whose AI Overview cites each domain. youtube.com 2,422, down 300. reddit.com 1,159, up 5. amazon.com 621, down 497. walmart.com 541, up 58. outdoorgearlab.com 449, down 106. coleman.com 447, up 63. ebay.com 300, down 37. rei.com 262, up 2.

Common workflows

Where the whole SERP changes the answer.

Add a competitor next quarter and the chart still starts at day one

A competitor is matched against every SERP Nozzle has stored for the project, so a brand added today reports from the first day the keywords were tracked. You never have to pick your competitors in advance, and nothing is lost when the list changes.

How many competitors you can add

A different competitor set for every keyword group

The domains that rank for tents are not the ones that rank for kayaks. Pick a keyword group in the Competitors dashboard and every chart and table on it recomputes for that group alone, so each product line, region, or campaign gets its own competitor list without a separate project.

How to create and edit keyword groups

Winners and losers after a Google algorithm update

Open the Competitors dashboard on the dates around the update and sort by Winners or Losers. The chart shows which domains gained and which lost across your keyword list.

Every SERP Nozzle collects is kept

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AI Overviews

Which of your keywords show a Google AI Overview, every source it cites and in what order, and your share of those citations, on every SERP Nozzle already collects.

Brand Tracking

A brand in Nozzle is every digital asset you have that can rank, from the domain to a merchant name in a product pack. Competitors are defined the same way.

Flexible Scheduling

Set the tracking cadence per keyword set, hourly to yearly, so the bill follows priority instead of list size.

Nozzle Vision

Nozzle stores every SERP it collects. Nozzle Vision overlays the metrics on each result, and Compare History puts two dates side by side.

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Put every competitor on one chart

Start a 14-day trial with no credit card, add your keywords, and the competitors are already there. Book a demo if you would rather see your market with us first.

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