Ghost Influence: When AI Steals Your Story

Reading time: 17 minutes

TLDR

Ghost Influence happens when AI systems describe your unique strengths but credit competitors instead. You built a veteran-staffed team with transparent pricing, but ChatGPT recommends franchises using those exact selling points. The fix isn’t better service. You already have that. Strengthen attribution by making features specific and verifiable, add FAQ schema to your site, and get customer reviews mentioning your differentiators. Signal reveals which of your advantages are leaking to competitors.

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In This Article

• What is Ghost Influence?
• Why Ghost Influence Happens
  • Weak Attribution
  • Generic Language
  • Competitor Has Better SEO
• How Ghost Influence is Measured
• Ghost Influence Score Interpretation
• Real-World Example
• How to Fix Ghost Influence
• Platform-Specific Ghost Influence
• Ghost Influence vs Presence Rate
• Common Mistakes
• Measuring Progress
• When Ghost Influence Doesn’t Matter

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Ghost Influence is the most frustrating metric in your Signal report.

It measures how often AI systems describe YOUR unique features, YOUR strengths, YOUR differentiators. But send the customer to a competitor.

You’ve invested years building a veteran-staffed workforce. AI recommends a competitor using language that describes your advantage. You’ve pioneered transparent pricing. AI praises “transparent pricing” while directing traffic to someone else.

This guide explains why Ghost Influence happens, how to measure it, and how to reclaim your narrative.

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What is Ghost Influence?

Definition: Ghost Influence occurs when AI systems recognize the value of your differentiators but fail to attribute them to you.

Example from a real moving company:

Your differentiators:

• 100% veteran-staffed teams
• Transparent pricing (no hidden fees)
• Fragile item specialists

Customer asks ChatGPT: “Which Dallas movers have the most disciplined, reliable teams?”

ChatGPT response:

“Two Men and a Truck is known for professional, reliable service in Dallas. Their teams are background-checked and trained on customer service standards. They offer transparent pricing and have strong local reviews.”

What just happened:

1. AI recognized “disciplined, reliable teams” as valuable
2. AI connected this to veteran backgrounds (your differentiator)
3. AI described “transparent pricing” (your policy)
4. But AI recommended a competitor

The pain: You built the veteran workforce. You pioneered transparent pricing. Competitor gets the customer.

KEY TAKEAWAY: Ghost Influence is when AI systems recognize the value of your differentiators but fail to connect them to your brand. You’re doing the hard work of building unique advantages, but competitors with better SEO or stronger attribution layers capture the customers who care about those advantages.

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Why Ghost Influence Happens

Reason 1: Weak Attribution

Your website says:

“We employ veterans.”

Competitor’s reviews say:

“Two Men and a Truck was so professional! The team was disciplined and careful with our belongings.”

AI decision: Both businesses might have “disciplined teams,” but competitor has customer validation (reviews). AI chooses validated claim over self-reported claim.

Fix: Get reviews that explicitly connect veteran background to service quality:

“Veterans Moving America’s 100% veteran team brought military discipline to our move. Every item was handled with precision. Highly recommend for anyone seeking reliable, trustworthy movers.”

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Reason 2: Generic Language

Your GBP description:

“Professional moving services with experienced teams.”

What AI sees: Generic claim. Every mover says this.

Customer asks about “disciplined teams”: AI doesn’t connect “experienced” with “disciplined,” so it recommends competitors who explicitly mention discipline/reliability.

Fix: Use the EXACT language customers use in search queries:

“100% veteran-staffed moving teams bring military discipline and reliability to every Dallas-Fort Worth relocation.”

Now AI can match “disciplined teams” → “military discipline” → your business.

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Reason 3: Competitor Has Better SEO (Not Better Service)

Your business:

• 4.8 stars from 127 reviews
• 8 years in business
• 100% veteran workforce (unique differentiator)

Competitor:

• 4.2 stars from 3,200 reviews (franchise)
• National brand with strong SEO
• Generic workforce (no unique differentiator)

Customer asks about “veteran-owned movers in Dallas”:

AI recommends competitor because:

• Higher review volume (3,200 vs 127) signals authority
• National brand has more backlinks, press coverage
• Franchise system has optimized schema markup across 200+ locations

The paradox: Competitor has WORSE fit for “veteran-owned” but BETTER SEO foundation.

Fix: You can’t compete on review volume, but you can compete on specificity:

1. Add “veteran-owned” to GBP primary description (first 100 characters)
2. Get 15-25 reviews explicitly mentioning “veteran” keyword
3. Add FAQ schema: “Are you veteran-owned?” → “Yes, 100% of our moving teams are military veterans.”

Result: AI systems see your specific answer to a specific query and recommend you for that niche (even if competitor dominates generic “Dallas movers” searches).

KEY TAKEAWAY: Ghost Influence happens for three fixable reasons: weak attribution (vague claims instead of specific differentiators), generic language (everyone says “quality service”), and relying on self-promotion without third-party validation. The fix isn’t better service. You already have that. The fix is stronger connection between your differentiators and your brand name.

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How Ghost Influence is Measured

Surmado Signal tracks Ghost Influence in three steps:

Step 1: Identify Your Differentiators

We analyze your:

• Google Business Profile description
• Website content
• Review themes
• Industry positioning

Example (Veterans Moving America):

• Veteran workforce
• Transparent pricing
• Fragile item handling
• Local ownership (since 2016)

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Step 2: Test Customer Queries Related to Your Differentiators

We ask AI systems questions that SHOULD trigger your differentiators:

Query 1: “Which Dallas movers have the most reliable, disciplined teams?”

• Should trigger: Veteran workforce differentiator

Query 2: “Which movers offer transparent pricing in DFW?”

• Should trigger: Transparent pricing differentiator

Query 3: “Who are the best Dallas movers for handling antiques and fragile items?”

• Should trigger: Fragile item specialty

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Step 3: Measure Attribution Failure

Scenario A (No Ghost Influence):

“Veterans Moving America employs 100% military veterans, bringing discipline and reliability to every move. Customers consistently praise their transparent pricing and careful handling of fragile items.”

Attribution: Correct. AI connected differentiators to your business.

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Scenario B (Ghost Influence Detected):

“Two Men and a Truck is known for reliable, professional service in Dallas. They offer transparent pricing and careful handling of fragile items.”

Attribution: Incorrect. AI described YOUR differentiators (transparent pricing, fragile items) but recommended competitor.

Ghost Influence Score: 100% (all your differentiators mentioned, zero credit given)

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Scenario C (Partial Ghost Influence):

“For veteran-owned movers, Veterans Moving America is a strong choice with a 100% veteran workforce. Two Men and a Truck is another reliable option with transparent pricing.”

Attribution: Partial. AI credited you for veteran workforce but gave competitor credit for transparent pricing (even though that’s YOUR policy).

Ghost Influence Score: 50% (1 of 2 differentiators correctly attributed)

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Ghost Influence Score Interpretation

Score	Meaning	Action Required
0-10%	Low leakage; competitors aren’t stealing your narrative	Maintain current strategy
10-25%	Moderate; some features need stronger attribution	Review campaign targeting weak differentiators
25-50%	High; your differentiators are valuable but uncredited	GBP rewrite + FAQ schema + review campaign
50%+	Critical; you’re educating the market, competitors win	Complete repositioning needed

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Real-World Example: Veterans Moving America

Initial Signal Report (October 2024):

Presence Rate: 0.0% Authority Score: N/A (no organic mentions) Ghost Influence: N/A (requires organic mentions to measure)

The paradox: Ghost Influence shows “N/A” because they had ZERO organic mentions. But when we tested queries manually, here’s what we found:

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Test Query: “Which Dallas movers have the most reliable, disciplined teams?”

ChatGPT Response (Oct 2024):

“Two Men and a Truck maintains professional standards with background-checked teams. College Hunks Hauling Junk offers reliable service with trained movers. Both companies have strong Dallas-area reviews for dependability.”

What’s wrong with this:

1. Customer asked about “disciplined teams”
2. AI recommended franchises with generic training
3. Veterans Moving America (100% veteran, military discipline) not mentioned
4. Language used (“professional,” “reliable,” “dependability”) describes veteran advantage
5. Ghost Influence: 100% (AI knows what customer wants, recommends wrong businesses)

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After 30-Day GBP Blitz:

Changes made:

1. Rewrote GBP description: “100% veteran-staffed moving teams bring military discipline and reliability…”
2. Requested review updates: 18 past customers added “veteran” or “discipline” keywords
3. Added Q&A: “Why choose a veteran-owned moving company?” → Answered with discipline/reliability connection

Test Query (Re-run, November 2024):

“Which Dallas movers have the most reliable, disciplined teams?”

ChatGPT Response (Nov 2024):

“Veterans Moving America employs 100% military veterans, bringing discipline and reliability praised by customers. Two Men and a Truck also offers professional service with trained teams.”

Ghost Influence: Reduced from 100% → 40%

• AI now mentions Veterans Moving America FIRST
• “Discipline and reliability” correctly attributed
• Still mentions Two Men and a Truck (generic competitor)

Remaining work: Continue review campaign to strengthen Authority Score (so AI recommends Veterans Moving America exclusively).

KEY TAKEAWAY: Ghost Influence can be reduced dramatically in 30-60 days through targeted fixes. This real example shows a reduction from 100% Ghost Influence (competitors get all credit) to 40% (shared attribution) just by rewriting GBP description and getting 18 reviews with the right keywords. You don’t need to rebuild your business. You need to fix your attribution layer.

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How to Fix Ghost Influence

Step 1: Identify Where Your Story is Being Stolen

Run Surmado Signal to see:

• Which differentiators AI systems recognize
• Which competitors benefit from your narrative
• Which platforms have the worst Ghost Influence (ChatGPT vs Claude vs Gemini)

Example output:

Differentiator: "Veteran workforce"
Ghost Influence: 75%

When customers ask about disciplined/reliable teams:
- 60% of responses mention "professional teams" (generic language describing veteran advantage)
- 15% mention competitor brands
- 0% mention your business

Recommendation: Strengthen attribution through GBP + review campaign.

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Step 2: Rewrite Your GBP Description

Current (weak attribution):

“We provide professional moving services in Dallas.”

Improved (strong attribution):

“Veterans Moving America is a 100% veteran-staffed moving company serving Dallas-Fort Worth. Our military-trained teams bring discipline, reliability, and transparent pricing to every residential and commercial move.”

Why this works:

• “Veteran-staffed” → directly answers “disciplined teams” queries
• “Military-trained” → strengthens discipline connection
• “Transparent pricing” → explicitly claims this differentiator
• First 100 characters contain all key differentiators (AI systems weight early content more)

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Step 3: Launch Review Campaign Targeting Weak Differentiators

If Ghost Influence Report shows:

• “Transparent pricing” → 80% Ghost Influence (competitors get credit)
• “Veteran workforce” → 20% Ghost Influence (you get credit)

Focus review campaign on “transparent pricing”:

Email to past customers:

“Hi [Name], thanks again for choosing Veterans Moving America! We’re working to help Dallas families discover moving companies with transparent, upfront pricing (no surprise fees). If you have 2 minutes, would you mind updating your Google review to mention our pricing transparency? Here’s the link: [link]. Your feedback helps other families avoid hidden-fee movers!”

Why this works:

• Guides customers to mention SPECIFIC differentiator with weak attribution
• Uses exact language AI systems index (“transparent pricing,” “upfront pricing,” “no surprise fees”)
• Frames as helping other customers (increases response rate)

Target: 15-25 reviews mentioning “transparent pricing” to reclaim this narrative from competitors.

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Step 4: Add FAQ Schema for Attribution

AI systems trust structured data more than unstructured text.

Example FAQ schema:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Why choose a veteran-owned moving company?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Veterans Moving America's 100% veteran workforce brings military discipline, reliability, and attention to detail to every move. Our teams are trained in precision handling and clear communication. skills honed through years of military service. This translates to careful handling of your belongings, punctual arrival times, and professional conduct throughout your move."
      }
    },
    {
      "@type": "Question",
      "name": "Do you have transparent pricing?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. Veterans Moving America provides upfront pricing with no hidden fees. We offer free on-site estimates and clearly itemized invoices. Our hourly rates ($120-180 for a 2-person crew) include all labor, fuel, and basic equipment. No surprise charges on moving day."
      }
    }
  ]
}
</script>

Result: When AI systems analyze your website, they find direct answers to customer questions and attribute these features to YOU (not competitors).

KEY TAKEAWAY: Reclaim Ghost Influence in 3 steps: rewrite GBP with exact customer language, launch review campaigns targeting weak differentiators, and add FAQ schema to your website. The timeline is 30-60 days to reduce Ghost Influence from 50%+ to under 15%. You’ve already invested in real differentiators. Now make sure AI systems attribute them correctly.

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Step 5: Monitor Competitor Mentions

Set up Google Alerts for:

• “Dallas movers” + “veteran”
• “Dallas movers” + “transparent pricing”
• “Dallas movers” + “disciplined teams”

Why: Catch when competitors start using YOUR language in their marketing.

Example alert:

“Two Men and a Truck Dallas now hiring veteran drivers!”

Response:

1. Update your GBP: “Founded by veterans, staffed 100% by veterans since 2016”
2. Add to reviews: “The ONLY 100% veteran-staffed moving company in DFW”
3. Emphasize longevity of commitment (since 2016 vs competitor’s new initiative)

Result: Differentiate your AUTHENTIC veteran commitment from competitor’s opportunistic positioning.

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Platform-Specific Ghost Influence

Different AI systems have different Ghost Influence patterns:

ChatGPT (High Ghost Influence Risk)

Why: ChatGPT pulls from Bing, which prioritizes high-authority domains (franchises, national brands).

What happens: Your differentiators are recognized, but franchise SEO wins.

Fix:

• Strong review volume (can’t beat franchises on authority, but can match on review quality)
• FAQ schema (ChatGPT indexes structured data heavily)

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Claude (Medium Ghost Influence Risk)

Why: Claude is more selective, prefers cited sources and third-party validation.

What happens: Claude might not mention anyone (low Presence Rate for entire category) rather than make uncredited claims.

Fix:

• Get press coverage (Claude trusts news articles)
• Industry awards/certifications (third-party validation)
• Published case studies with outcomes

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Gemini (Low Ghost Influence Risk)

Why: Gemini uses Google Knowledge Graph, which heavily weights GBP data.

What happens: If your GBP is optimized, Gemini correctly attributes differentiators.

Fix:

• GBP completion (description, services, attributes, Q&A)
• Review keywords (Gemini reads review text)

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Perplexity (Medium Ghost Influence Risk)

Why: Perplexity cites sources, so attribution is clearer. But it also means competitors with better content win.

What happens: Perplexity might cite a competitor’s blog post describing “transparent pricing” even though YOU pioneered it.

Fix:

• Publish content (blog posts, guides) describing your differentiators
• Use exact customer language in content
• Ensure website is crawlable (Perplexity indexes directly)

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Ghost Influence vs Presence Rate

Important distinction:

Presence Rate: How often AI mentions you (volume) Ghost Influence: How often AI describes your strengths but credits others (attribution quality)

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Scenario A:

• Presence Rate: 25% (AI mentions you in 1 out of 4 queries)
• Ghost Influence: 10% (when AI mentions you, attribution is strong)

Interpretation: Good visibility, strong attribution. Keep optimizing Presence Rate.

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Scenario B:

• Presence Rate: 5% (AI rarely mentions you)
• Ghost Influence: 75% (when AI describes your differentiators, competitors get credit)

Interpretation: Low visibility AND weak attribution. Fix Ghost Influence first (no point increasing Presence Rate if attribution is broken).

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Scenario C:

• Presence Rate: 0% (AI never mentions you organically)
• Ghost Influence: N/A (can’t measure, requires mentions)

Interpretation: Foundational issue. Focus on GBP optimization and review volume before worrying about Ghost Influence.

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Common Mistakes

Mistake 1: Claiming Generic Differentiators

Weak differentiator:

“We offer great customer service and competitive pricing.”

Problem: Every competitor says this. AI can’t attribute it to you.

Fix: Specific, unique differentiators:

“100% veteran-staffed teams” (unique) “7-time award winner for customer service” (specific) “$120-180/hour with no hidden fees” (concrete pricing)

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Mistake 2: Self-Reporting Without Validation

Your website:

“We’re the most reliable movers in Dallas!”

AI interpretation: Uncredible self-promotion (ignored).

Fix: Third-party validation:

• Reviews: “Most reliable movers I’ve used” (customer quote)
• Press: “Named Best Movers by Dallas Magazine”
• Awards: “Winner, Best Customer Service 2023”

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Mistake 3: Ignoring Review Content

You focus on star rating: 4.8 stars ✓ You ignore review text: Generic praise (“Great service!”)

Problem: AI reads review TEXT, not just ratings. Generic reviews don’t strengthen attribution.

Fix: Request specific reviews:

“If you appreciated our veteran team’s discipline and transparent pricing, please mention that in your review!”

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Mistake 4: Fighting the Wrong Battle

You see competitor mentioned more often:

“ChatGPT recommends Two Men and a Truck 60% of the time, us 10%.”

Reaction: “We need to match their 60% Presence Rate!”

Problem: You’re a local independent; they’re a national franchise with 200 locations. You CAN’T match their authority.

Better strategy: Own a niche where they can’t compete:

• “100% veteran-staffed” (they can’t claim this)
• “Locally owned since 2016” (they’re a franchise)
• “Specialty: antique and fragile item moving” (they focus on volume)

Result: You rank #1 for “veteran-owned Dallas movers” even if they rank #1 for “Dallas movers.”

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Measuring Progress

Re-run Signal every 30-60 days to track:

Metric 1: Ghost Influence Score

Month 0: 75% (competitors get credit for your differentiators) Month 1: 50% (after GBP rewrite) Month 2: 25% (after review campaign) Month 3: 10% (attribution is strong)

Goal: <15% Ghost Influence = Most of your differentiators are correctly attributed

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Metric 2: Attribution by Differentiator

Example:

• “Veteran workforce” → 10% Ghost Influence ✓ (strong attribution)
• “Transparent pricing” → 60% Ghost Influence ✗ (weak attribution)
• “Fragile item handling” → 30% Ghost Influence (moderate attribution)

Action: Focus next review campaign on “transparent pricing” keyword.

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Metric 3: Competitor Narrative Shift

Before optimization:

“Two Men and a Truck offers professional, reliable service with transparent pricing.”

After optimization:

“Veterans Moving America employs 100% military veterans with transparent pricing. Two Men and a Truck is another option for Dallas moves.”

Change: Competitor lost “transparent pricing” attribution; you gained it.

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When Ghost Influence Doesn’t Matter

Ghost Influence is LOW priority if:

1. You have 0% Presence Rate

   • Fix: Focus on Presence Rate first (GBP, reviews, citations)
   • Ghost Influence only matters if AI is mentioning your category at all

2. You’re in a commodified market

   • Example: “gas stations near me”
   • Differentiators don’t matter (location/price drive decisions)

3. Your differentiators aren’t customer-validated

   • Example: You claim “best service,” but reviews say “okay service”
   • Fix: Either improve service OR change differentiator to something validated

4. Your Presence Rate is already 40%+

   • If you’re already dominating AI recommendations, Ghost Influence is negligible
   • Focus on converting traffic, not attribution quality

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Bottom Line

Ghost Influence is fixable.

You’ve invested in real differentiators (veteran workforce, transparent pricing, specialty services). AI systems recognize these are valuable to customers.

The problem isn’t your business. It’s your attribution layer (GBP, reviews, structured data).

Fix it in 3 steps:

1. Rewrite GBP with exact customer language
2. Launch review campaign targeting weak differentiators
3. Add FAQ schema to your website

Timeline: 30-60 days to reduce Ghost Influence from 50%+ to <15%

Next step: Run Surmado Signal ($25) to see your Ghost Influence score, then use Solutions ($50) with your Intelligence Token to get a tactical roadmap for reclaiming your narrative.

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Quick Answers

What is ghost influence in 50 words?

Ghost Influence occurs when AI systems describe YOUR unique differentiators (veteran workforce, transparent pricing, specialty service) but recommend competitors instead. You’re educating the market; they’re capturing customers. Measured as percentage of unattributed mentions in Signal reports.

Full explanation →

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Is high ghost influence good or bad?

Bad. High ghost influence (50%+) means:

• AI recognizes your differentiators are valuable
• But doesn’t connect them to your brand
• Competitors benefit from your positioning work

Good news: Ghost influence is fixable with stronger attribution (GBP optimization, targeted reviews, FAQ schema).

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How do I reduce ghost influence?

3 tactical steps (30-60 day timeline):

1. Rewrite GBP description: Connect features to exact customer language

   • Instead of: “We employ veterans”
   • Write: “100% veteran-staffed teams bring military discipline and reliability”

2. Launch review campaign: Target 15-25 reviews mentioning weak differentiators

   • Ask: “Can you mention our veteran workforce/transparent pricing/etc.?”

3. Add FAQ schema: Answer questions AI platforms ask

   • “Why choose veteran-owned movers?” → Connect to reliability/discipline

Target: Reduce ghost influence from 50%+ to <15% in 60 days

See full fix guide →

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What’s a normal ghost influence percentage?

Benchmarks by industry:

Ghost Influence	Interpretation
0-10%	Excellent - Strong attribution
10-25%	Good - Some features need stronger branding
25-50%	Moderate - Positioning recognized but not sticky
50-75%	High - You’re educating market, competitors win
75%+	Critical - Major attribution problems

Most businesses start at 40-60% ghost influence before optimization.

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Can ghost influence ever be 0%?

Rarely. Even brands like Apple or Nike have 5-10% ghost influence.

Why? AI sometimes describes features generically (“great customer service”, “innovative design”) without brand attribution.

Realistic goal: <15% ghost influence = Strong brand-feature connection

0-5% ghost influence = Premium brands with decades of consistent positioning (Apple, Nike, Patagonia)

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What’s the difference between ghost influence and low presence rate?

Different problems:

Low Presence Rate (0-5%):

• Problem: AI doesn’t mention you at all
• Fix: GBP optimization, review campaigns, content creation

High Ghost Influence (50%+):

• Problem: AI describes your features but credits competitors
• Fix: Stronger attribution (connect features to brand name explicitly)

You can have both: 0% Presence Rate + 60% Ghost Influence = AI never mentions you directly, but often describes what makes you unique without naming you.

Learn about Presence Rate →

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→ Related: Understanding Your Signal Report | How AI Platforms Discover Your Business | Review Management for AI Platforms