I Just Got My First Signal Report - Now What?

Quick answer: Read your Presence Rate (your visibility %), Authority Score (positioning quality), and competitive ranking first. If you’re below #3 in your market, focus there. In the next 30 minutes: identify your biggest gap (low presence vs weak positioning vs attribution issues). This week: fix the #1 gap (add schema markup for presence, create expertise content for authority, add brand mentions for ghost influence). Run Signal again in 4-8 weeks to measure progress.

Surmado does not sell AI placements and cannot submit your site to ChatGPT, Gemini, Claude, Perplexity, Meta AI, Grok, or DeepSeek. No one can. We test how these systems already talk about you and give you a plan to improve.

Reading time: 8 minutes

What you’ll learn:

• How to decode your three core metrics with action thresholds: Presence Rate 0-100% how often AI mentions you organically (40%+ good mentioned 4+ of 10 buyer queries, 20-40% moderate in conversation not dominant, 10-20% low mentioned occasionally, 0-10% very low rarely mentioned, most businesses start 15-30% this is baseline not ceiling), Authority Score 0-100 positioning strength when mentioned (80+ strong AI recommends enthusiastically, 60-80 good mentions positively, 40-60 weak mentions not compellingly, below 40 poor hesitantly/neutrally, null means 0% Presence can’t measure positioning without mentions fix Presence first), Ghost Influence 0-100% features discussed crediting competitors (0-10% low accurate attribution, 10-30% moderate some uncredited, 30-50% high significant attribution issues, 50%+ severe AI knows features doesn’t know they’re yours), competitive ranking most important number #1-3 leading top-of-mind vs #4-10 competitive in mix vs #10+ trailing rarely first
• Three gap identification frameworks with root causes: Gap 1 low Presence Rate <30% or ranking >#5 (happens because missing/incomplete schema AI can’t find details, content too generic doesn’t match how people ask, no citation-worthy expertise AI has no reason mention, priority fix schema markup biggest ROI), Gap 2 weak Authority Score Presence 30%+ but Authority <70 or ranked #4-10 (happens because content lacks depth AI sees generic not expert, no differentiators AI can’t articulate why better, positioning unclear AI doesn’t know who you’re best for, priority create expertise content how-to guides case studies 2000+ words), Gap 3 high Ghost Influence >30% or AI discusses your features crediting competitors (happens because features listed not branded AI knows “veteran-owned” matters doesn’t know YOUR feature, content lacks brand context talks benefits without company name, no explicit attribution doesn’t say “We are X” clearly, priority add explicit brand mentions connect features to company name)
• Next-30-minutes immediate actions by gap type: low Presence check schema (go homepage right-click View Page Source search “@type”: “LocalBusiness” if find exists may be incomplete if don’t find have no schema #1 priority contact developer or WordPress plugin), weak Authority identify #1 differentiator (look competitors page 3-5 ask “why customers choose us over them” write answer = positioning like “100% veteran-owned competitors 40%”, “same-day emergency competitors next-day”, “robust API Zapier integration competitors closed platforms” then create content showcasing this week), high Ghost Influence find where AI discusses features without credit (look Ghost Influence section identify features AI discusses like “veteran workforce = reliability” note which competitors get credit update homepage explicit “We are [feature]” not implicit “team includes veterans” but explicit “Phoenix Cool Air is 100% veteran-owned and operated” AI needs clear statements)
• This-week action plans with time estimates and impact: low Presence schema markup fix (developer forward What is Schema Markup ask add/complete LocalBusiness schema with name address telephone areaServed serviceType 2-4 hours, WordPress install Schema Pro/Rank Math fill business info 30-60 min, Squarespace/Wix/Webflow check built-in schema fill profile service area/types, expect +10-20% Presence Rate 4-8 weeks if missing), weak Authority expertise content (create 1 in-depth guide 2000+ words not generic “why choose us” bullets but expertise “Complete Guide Emergency AC Repair Phoenix: When to Call What to Expect How to Prevent” or “How to Choose Moving Company: Red Flags Questions Veteran-Owned Advantages” publish blog/service page 4-8 hours write or hire expect +5-15 Authority Score 4-8 weeks), high Ghost Influence brand attribution fix (update 3-5 key pages explicit brand mentions like Before “team experienced military veterans bring discipline reliability” After “Veterans Moving America is 100% veteran-owned operated every member military veteran bringing discipline reliability attention detail” pattern use company name + feature same sentence on Homepage About Service FAQ pages 2-3 hours editing expect -10-20% Ghost Influence 4-8 weeks)
• Five common mistakes to avoid with reality checks: don’t panic if Presence Rate low (18% doesn’t mean failing means AI visibility new channel starting baseline most start 10-30% building from here focus progress compare next Signal to this one improving), don’t keyword stuff (“Phoenix AC repair Phoenix emergency AC Phoenix”) to game AI (AI sophisticated ignores/penalizes stuffing values depth expertise natural language write for humans AI will understand), don’t obsess Authority Score if Presence 0% (Authority null when Presence 0% because no positioning to measure never mentioned fix Presence first schema + content then Authority appears prioritize gaps order Presence → Authority → Ghost Influence), don’t run Signal again tomorrow (AI training refreshes weeks/months not days running daily won’t show progress changes take 4-8 weeks show in AI responses models retrain periodically not real-time make changes this week run Signal 4-8 weeks later measure impact), don’t copy top competitor exactly (become “similar to Competitor A” not better if identical AI picks more established differentiation matters be best at your niche not clone of #1)

You just opened the PDF and see numbers. Here’s what they mean and what to do.

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Step 1: Decode Your Numbers (5 Minutes)

Your Presence Rate

What it is: How often AI platforms mention your business organically when people ask buyer questions.

Your number: ___% (find it on page 1 of your report)

What it means:

• 40%+: Good visibility - AI mentions you in 4+ out of 10 buyer queries
• 20-40%: Moderate visibility - You’re in the conversation but not dominant
• 10-20%: Low visibility - Mentioned occasionally but inconsistent
• 0-10%: Very low visibility - AI rarely mentions you organically

Don’t panic if your number is low. Most businesses start at 15-30%. This is your baseline, not your ceiling.

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Your Authority Score

What it is: When AI mentions you, how strongly does it recommend you? (0-100 scale)

Your number: _____ (find it on page 1, under Presence Rate)

If it says “null”: This means your Presence Rate is 0% (no mentions). You can’t have positioning quality if you’re never mentioned. Fix Presence Rate first, then Authority Score will appear.

What it means (if you have a score):

• 80+: Strong positioning - AI recommends you enthusiastically
• 60-80: Good positioning - AI mentions you positively
• 40-60: Weak positioning - AI mentions you but not compellingly
• Below 40: Poor positioning - AI mentions you hesitantly or neutrally

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Your Ghost Influence

What it is: How often AI discusses your unique features/benefits but credits competitors instead.

Your number: ___% (find it on page 1, under Authority Score)

What it means:

• 0-10%: Low attribution gap - AI credits you accurately
• 10-30%: Moderate gap - Some features discussed without credit
• 30-50%: High gap - Significant attribution issues
• 50%+: Severe gap - AI knows your features but doesn’t know they’re yours

Example: You’re a 100% veteran-owned moving company. AI says “hire veteran-owned movers for discipline and reliability” but recommends your competitor (who’s only 40% veteran-owned). That’s Ghost Influence.

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Your Competitive Ranking

What it is: Where you rank among all brands mentioned in your category.

Your number: #_____ (find it in competitive analysis section)

What it means:

• #1-3: Leading position - You’re top-of-mind for AI
• #4-10: Competitive position - In the mix but not dominant
• #10+: Trailing position - Mentioned but rarely recommended first

This is your most important number. Are you #1, #5, or #20? Your goal: move up the ranking.

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Step 2: Identify Your Biggest Gap (10 Minutes)

Look at your report and check all that apply:

Gap 1: Low Presence Rate (You’re Rarely Mentioned)

You have this gap if:

• Presence Rate < 30%
• Competitive ranking > #5

Why it happens:

• Missing or incomplete schema markup (AI can’t find your business details)
• Content too generic (doesn’t match how people ask AI questions)
• No citation-worthy expertise (AI has no reason to mention you)

Your priority: Fix schema markup first (biggest ROI for low Presence Rate)

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Gap 2: Weak Authority Score (Mentioned But Not Recommended Strongly)

You have this gap if:

• Presence Rate is decent (30%+) but Authority Score < 70
• You’re mentioned but ranked #4-10 (not top 3)

Why it happens:

• Content lacks depth (AI sees you as generic option, not expert)
• No differentiators highlighted (AI can’t articulate why you’re better)
• Positioning unclear (AI doesn’t know who you’re best for)

Your priority: Create expertise content (how-to guides, case studies, specific use cases)

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Gap 3: High Ghost Influence (Features Known But Not Attributed)

You have this gap if:

• Ghost Influence > 30%
• Report shows AI discussing your features but crediting competitors

Why it happens:

• Features listed but not branded (AI knows “veteran-owned” matters, doesn’t know it’s YOUR feature)
• Content lacks brand context (talks about benefits without connecting to your company name)
• No explicit attribution (doesn’t say “We are X” clearly enough)

Your priority: Add explicit brand mentions in content (connect features to your company name)

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Step 3: What to Do in the Next 30 Minutes

Pick ONE action based on your biggest gap:

If Your Biggest Gap is Low Presence Rate:

Action: Check if you have schema markup

1. Go to your homepage
2. Right-click → View Page Source
3. Search for "@type": "LocalBusiness" (Ctrl+F / Cmd+F)

If you find it: Your schema exists (but may be incomplete - see Step 4)

If you DON’T find it: You have no schema markup. This is your #1 priority to fix. Contact your web developer or use a schema markup plugin (if using WordPress).

Quick win: Even incomplete schema is better than none. If you find schema but it’s missing fields, that’s still progress.

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If Your Biggest Gap is Weak Authority Score:

Action: Identify your #1 differentiator

1. Look at competitors in your Signal report (page 3-5)
2. Ask yourself: “Why do customers choose us over them?”
3. Write down your answer (this is your positioning)

Examples:

• “We’re 100% veteran-owned, competitors are 40% or generic”
• “We offer same-day emergency service, competitors are next-day”
• “We have robust API with Zapier integration, competitors are closed platforms”

Next step (this week): Create content showcasing this differentiator (see Step 4)

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If Your Biggest Gap is High Ghost Influence:

Action: Find where AI discusses your features without crediting you

1. Look at Ghost Influence section in your report
2. Identify which features AI discusses (example: “veteran workforce = reliability”)
3. Note which competitors get credit instead of you

Quick fix: Update your homepage to explicitly say “We are [feature]”

Bad (implicit): “Our team includes experienced veterans” Good (explicit): “Phoenix Cool Air is 100% veteran-owned and operated”

AI needs explicit, clear statements to attribute features correctly.

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Step 4: What to Do This Week

For Low Presence Rate (Schema Markup Fix)

If you have a developer:

1. Forward them this: What is Schema Markup
2. Ask them to add/complete LocalBusiness schema
3. Required fields: name, address, telephone, areaServed, serviceType

If you use WordPress:

1. Install Schema Pro or Rank Math plugin
2. Fill out business information (name, address, phone, services, service area)
3. Publish

If you use Squarespace/Wix/Webflow:

1. Check if platform has built-in schema support (most do)
2. Fill out business profile completely
3. Add service area and service types

Time: 2-4 hours (with developer) or 30-60 minutes (with plugin)

Expected impact: +10-20% Presence Rate in 4-8 weeks (if schema was missing)

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For Weak Authority Score (Expertise Content)

Create 1 in-depth guide showcasing your expertise:

Bad content (generic):

• “Why choose us” page with bullet points
• “We’re reliable, affordable, experienced”

Good content (expertise):

• “Complete Guide to Emergency AC Repair in Phoenix: When to Call, What to Expect, How to Prevent”
• “How to Choose a Moving Company: Red Flags, Questions to Ask, Veteran-Owned Advantages”
• “CRM API Integration Guide: Zapier, Make, n8n Workflows for [Your Product]”

Length: 2,000+ words (AI values depth)

Format: How-to guide, case study, or buyer’s guide

Where to publish: Blog or service page on your website

Time: 4-8 hours to write (or hire content writer)

Expected impact: +5-15 Authority Score points in 4-8 weeks

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For High Ghost Influence (Brand Attribution Fix)

Update 3-5 key pages to include explicit brand mentions:

Before (feature not attributed):

“Our team consists of experienced military veterans who bring discipline and reliability to every move.”

After (feature attributed):

“Veterans Moving America is 100% veteran-owned and operated. Every member of our team is a military veteran, bringing discipline, reliability, and attention to detail to your move.”

Pages to update:

1. Homepage (hero section)
2. About page (explicitly state your differentiator)
3. Service pages (connect service to your brand name)
4. FAQ page (answer “Why choose [Your Company]?” explicitly)

Pattern: Use your company name + feature in the same sentence

Time: 2-3 hours (editing existing content)

Expected impact: -10-20% Ghost Influence in 4-8 weeks

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Step 5: What NOT to Do (Common Mistakes)

Don’t Panic If Your Presence Rate is Low

Why this is a mistake: 18% Presence Rate doesn’t mean you’re failing. It means AI visibility is a new channel and you’re starting from baseline.

Reality: Most businesses start at 10-30%. You’re building from here, not fixing a problem.

What to do instead: Focus on progress (compare next Signal report to this one - are you improving?)

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Don’t Try to Game AI with Keyword Stuffing

Why this is a mistake: AI is sophisticated. Keyword stuffing (“Phoenix AC repair Phoenix emergency AC Phoenix”) gets ignored or penalized.

Reality: AI values depth, expertise, natural language. Write for humans, AI will understand.

What to do instead: Write genuinely helpful content that answers buyer questions in detail.

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Don’t Obsess Over Authority Score If Your Presence Rate is 0%

Why this is a mistake: Authority Score is null when Presence Rate is 0% because there’s no positioning to measure (you’re never mentioned).

Reality: Fix Presence Rate first (schema markup, content creation). Authority Score will appear once you’re getting mentions.

What to do instead: Prioritize gaps in order (Presence → Authority → Ghost Influence)

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Don’t Run Signal Again Tomorrow

Why this is a mistake: AI training data refreshes over weeks/months, not days. Running Signal daily won’t show progress.

Reality: Changes take 4-8 weeks to show up in AI responses (AI models retrain periodically, not in real-time).

What to do instead: Make changes this week, run Signal again in 4-8 weeks to measure impact.

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Don’t Copy Your Top Competitor Exactly

Why this is a mistake: If you copy Competitor A (who ranks #1), you become “similar to Competitor A” - not better than them.

Reality: AI recommends based on differentiation. If you’re identical, AI picks the more established brand.

What to do instead: Identify what makes you different, emphasize that. Be the best at your niche, not a clone of #1.

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Step 6: When to Run Signal Again

First Follow-Up (4-8 Weeks)

Why: AI models typically refresh every 4-8 weeks. Changes you make today show up in AI responses 4-8 weeks later.

What to measure: Did your Presence Rate improve? Did Authority Score increase? Did competitive ranking move up?

If you improved: Keep doing what’s working (continue schema updates, content creation, brand attribution)

If you didn’t improve: Review what you changed (was schema actually published? Is content indexable? Are brand mentions explicit?)

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Ongoing Monitoring

If your scores are good (Presence Rate 40%+, Rank #1-3):

• Run Signal quarterly (every 3 months)
• Purpose: Maintain position, catch competitive threats

If your scores are rough (Presence Rate < 30%, Rank #5+):

• Run Signal monthly (every 4-6 weeks)
• Purpose: Track improvement, optimize faster

After major changes:

• New website launch: Run Signal immediately (new schema, new content)
• Major content push: Run Signal 4-8 weeks later
• Competitive shift: Run Signal if you notice competitor surge

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Step 7: Quick Wins (Do These This Week)

1. Add Schema Markup (If Missing)

Impact: +10-20% Presence Rate

Time: 30 minutes (plugin) or 2 hours (developer)

Learn more: What is Schema Markup

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2. Update Homepage Hero to Include Differentiator

Impact: +5-10 Authority Score, -10-20% Ghost Influence

Time: 15 minutes

Example: Change “Phoenix’s #1 AC Repair” → “Phoenix’s Only 24/7 Emergency AC Repair with 2-Hour Guaranteed Response”

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3. Create 1 Expertise Page This Week

Impact: +5-15 Authority Score

Time: 4-8 hours

Topic: Answer your most common buyer question in 2,000+ words (how-to guide, buyer’s guide, case study)

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4. Fix Top 3 Pages for Brand Attribution

Impact: -10-20% Ghost Influence

Time: 1-2 hours

Pages: Homepage, About, Top Service Page

Change: Add explicit “[Your Company] is [unique feature]” statements

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Common Questions

My Presence Rate is 0%. Should I panic?

No. This is common for very new businesses, highly local businesses, or niche B2B. It means AI platforms don’t have enough data about you yet. Focus on schema markup + content creation. Run Signal again in 8 weeks.

My competitor ranks #1 but has worse service than us. Why?

AI sees what’s published, not reality. If your competitor has better schema markup, more content, clearer positioning in their website copy, AI will recommend them even if your service is objectively better. Fix what AI sees (your website, schema, content).

Should I hire an agency to fix this?

Only if you don’t have time to do it yourself. Schema markup + content creation are straightforward (any decent web developer + content writer can handle). If you’re an agency with 10+ clients, consider automation via Intelligence Token API.

How long until I see results?

4-8 weeks minimum. AI models refresh periodically (not real-time). Make changes today, run Signal in 6-8 weeks to measure impact.

My Authority Score is 42. Is that bad?

It’s not great, but it’s fixable. 42 means AI mentions you but doesn’t position you strongly. Create expertise content (how-to guides, case studies) that showcases depth. Target 70+ (good positioning).

What if I’m already ranked #1?

Maintain your position. Run Signal quarterly to catch competitive threats. If a competitor’s Presence Rate starts climbing toward yours, investigate what they’re doing (new content, better schema, positioning shift).

Can I improve all three gaps at once (Presence + Authority + Ghost Influence)?

Yes, but prioritize. Fix Presence Rate first (schema markup = biggest ROI). Then Authority Score (expertise content). Then Ghost Influence (brand attribution). Trying to fix all three simultaneously dilutes focus and slows progress.

Should I run Scan or Solutions next?

If your website has technical issues (slow, broken on mobile, missing schema), run Scan next. If you need strategic guidance (budget allocation, competitive positioning, roadmap decisions), run Solutions. If website is solid and strategy is clear, run Signal again in 4-8 weeks to track progress.

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Automation

Signal reports support API triggers and webhook delivery for recurring AI visibility monitoring.

Next Steps

Today (30 minutes):

• Identify your biggest gap (Presence, Authority, or Ghost Influence)
• Check for schema markup (if Presence is low)
• Identify your #1 differentiator (if Authority is weak)
• Find ghost influence examples (if Ghost Influence is high)

This week (2-8 hours):

• Fix schema markup (if missing)
• Create 1 expertise page (if Authority is weak)
• Update 3-5 pages for brand attribution (if Ghost Influence is high)

In 4-8 weeks:

• Run Signal again
• Compare: Did Presence Rate improve? Authority Score increase? Rank move up?
• Adjust strategy based on results

Need help? Contact hi@surmado.com with your Intelligence Token and specific questions.

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Want to track progress? Run Signal again in 4-8 weeks: Order Signal. Use Intelligence Token from this report to compare metrics over time via API or manually track in spreadsheet.