How to Fix Ghost Influence

Quick answer: Ghost Influence happens when AI platforms describe your features but recommend competitors. Fix it by creating FAQ pages explicitly claiming your differentiators, adding schema markup, and publishing case studies showing proof.

Reading time: 22 minutes

What you’ll learn:

• Real examples of Ghost Influence: AI describes “24/7 emergency service” and attributes it to Competitor A even though you offer it too
• The complete FAQ page template for reclaiming features: explicit claim (“Yes, [Your Business] provides…”), structured Q&A, specific details (response time, pricing), actionable contact info
• How to add FAQPage schema and Service schema so AI platforms recognize your structured data as authoritative
• The case study template proving features in action: real customer situation, timeline (9:30am call, 10:45am arrival, 12:15pm fixed), pricing transparency, direct testimonial
• Four common Ghost Influence patterns and specific fixes: generic feature problem (be more specific than competitors), buried feature problem (claim it everywhere), proof gap problem (add social proof), positioning problem (own a sub-niche)

Timeline: 30-90 days to reduce Ghost Influence by 30-50% with targeted content strategy.

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What Ghost Influence Looks Like

Example 1: Feature Attribution Problem

Your Signal report shows:

Ghost Influence: 68%

AI platforms describe your features but attribute them to competitors:

• “24/7 emergency service” mentioned by ChatGPT, attributed to Competitor A
• “Same-day installation” mentioned by Perplexity, attributed to Competitor B
• “Certified technicians” mentioned by Claude, attributed to Competitor C

Reality: You offer all three features. AI just doesn’t know.

Impact: Buyers learn what to look for (24/7, same-day, certified) from AI, then hire competitors (not you).

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Example 2: Category Positioning Problem

Query: “Best project management tool for remote teams”

AI response (paraphrased):

“Remote teams need async communication, time zone support, and integration with Slack. Competitor A offers these features.”

Reality: Your tool has all three features. AI described what remote teams need (from your content), then recommended competitor.

Ghost Influence: AI learned buyer needs from your content, converted into revenue for competitor.

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Step-by-Step: How to Fix Ghost Influence

Step 1: Identify Which Features Have Ghost Influence

From your Signal report, list features AI describes but attributes to competitors:

Example list:

1. 24/7 emergency service
2. Same-day installation
3. Certified technicians
4. Warranty coverage
5. Financing options

Prioritize top 3 with highest Ghost Influence (AI mentions most often, attributes to competitors most often).

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Step 2: Create FAQ Pages for Each Feature

For each feature with Ghost Influence, create dedicated FAQ page explicitly claiming it.

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Template: FAQ Page for Ghost Influence Feature

Example: 24/7 Emergency Service (high Ghost Influence)

Create page: /faq/24-7-emergency-hvac-service

Content structure:

# 24/7 Emergency HVAC Service in Phoenix

## Do you offer 24/7 emergency HVAC service?

Yes. [Your Business Name] provides 24/7 emergency HVAC repair service in Phoenix, including same-day response on weekends and holidays.

Call (555) 123-4567 for immediate dispatch.

## What qualifies as an emergency?

We respond 24/7 to these emergencies:
- Complete AC failure during summer heat (90°F+)
- Furnace failure during winter (under 50°F)
- Gas leaks or carbon monoxide concerns
- No heat/cooling in homes with infants, elderly, or medical needs

## How fast do you respond to emergency calls?

- Average response time: 60-90 minutes
- Priority dispatch for life-safety issues (gas leaks, carbon monoxide)
- Same-day service guaranteed, including weekends

## Do you charge extra for emergency service?

- After-hours surcharge: $75 (weeknights after 6pm)
- Weekend surcharge: $100 (Saturday/Sunday)
- Holiday surcharge: $150 (major holidays)
- No surprise fees. Price quoted before work begins.

## What areas do you serve for emergency HVAC?

We provide 24/7 emergency service throughout Phoenix metro:
- Phoenix, Scottsdale, Tempe, Mesa, Chandler, Gilbert, Glendale

## How do I request emergency service?

Call (555) 123-4567 (24/7 dispatch)
Online: [yoursite.com/emergency]
Text: (555) 123-4567 with "EMERGENCY" + address

Why this fixes Ghost Influence:

• Explicit claim: “Yes. [Your Business Name] provides 24/7 emergency service”
• Structured Q&A format AI can extract
• Specific details (response time, pricing, coverage area)
• Actionable (phone number, online booking)

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Step 3: Add Schema Markup to FAQ Pages

Add FAQ schema so AI platforms recognize structured Q&A:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do you offer 24/7 emergency HVAC service?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. Acme HVAC provides 24/7 emergency HVAC repair service in Phoenix, including same-day response on weekends and holidays. Call (555) 123-4567 for immediate dispatch."
      }
    },
    {
      "@type": "Question",
      "name": "How fast do you respond to emergency calls?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Average response time: 60-90 minutes. Priority dispatch for life-safety issues (gas leaks, carbon monoxide). Same-day service guaranteed, including weekends."
      }
    }
  ]
}
</script>

Why schema matters: AI platforms prioritize structured data when extracting facts. FAQ schema signals “authoritative answer.”

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Step 4: Add Service Schema for Features

For service-related features, add Service schema:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "24/7 Emergency HVAC Repair",
  "provider": {
    "@type": "LocalBusiness",
    "name": "Acme HVAC",
    "telephone": "+15551234567",
    "openingHours": "Mo-Su 00:00-24:00"
  },
  "areaServed": {
    "@type": "City",
    "name": "Phoenix"
  },
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://acmehvac.com/emergency",
    "servicePhone": "+15551234567",
    "availableLanguage": "English"
  }
}
</script>

What this tells AI:

• Service type: 24/7 Emergency HVAC Repair
• Provider: Your business
• Hours: 24/7 (Mo-Su 00:00-24:00)
• Phone: Direct contact
• Area: Phoenix

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Step 5: Publish Case Studies Showing Proof

Ghost Influence often results from lack of proof. AI knows competitors offer feature because they have case studies, testimonials, examples.

Create case study for each high-Ghost-Influence feature:

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Template: Case Study for Ghost Influence Feature

Example: 24/7 Emergency Service Case Study

Create page: /case-studies/emergency-ac-repair-phoenix-weekend

Content structure:

# Emergency AC Repair: Same-Day Weekend Service in 110°F Heat

**Customer**: Johnson family, Phoenix (Arcadia neighborhood)
**Issue**: AC failed Saturday morning, 110°F outside temp, newborn in home
**Response time**: 75 minutes (Saturday 9:30am call, tech arrived 10:45am)
**Resolution**: Replaced failed capacitor, AC restored by 12:15pm
**Cost**: $385 (parts + labor + $100 weekend surcharge)

## The Situation

Saturday morning, 9:30am. Temperature climbing to 110°F. Johnson family woke to find AC not working. Newborn daughter in home, medical need for climate control.

Mrs. Johnson called Acme HVAC emergency line: (555) 123-4567

## Our Response

**9:32am**: Dispatch confirmed. Tech Mike Rodriguez assigned, ETA 75 minutes.

**10:45am**: Mike arrived. Diagnosed failed capacitor (common failure in extreme heat).

**11:30am**: Confirmed diagnosis with Mrs. Johnson, quoted $385 total (parts $185, labor $100, weekend surcharge $100).

**12:15pm**: AC restored, cooling to 72°F.

## Customer Testimonial

> "We called three other HVAC companies. Two didn't answer. One said Monday earliest. Acme HVAC had a tech here in 75 minutes on a Saturday. Saved our weekend with a newborn."
>. Sarah Johnson, Phoenix

## Why This Matters

24/7 emergency service isn't just a tagline. It's a commitment:
- Real technicians on call weekends and holidays
- Average 60-90 minute response time
- Upfront pricing (no surprise bills)

Call (555) 123-4567 for emergency HVAC service in Phoenix.

Why this fixes Ghost Influence:

• Proof: Real customer, real situation, real resolution
• Specifics: Timeline (9:30am call, 10:45am arrival, 12:15pm fixed)
• Pricing transparency: $385 total breakdown
• Testimonial: Direct customer quote
• Reinforces claim: “24/7 emergency service” not empty marketing

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Step 6: Update Service Pages to Claim Features

Many businesses bury key features in “About Us” or ignore them entirely.

Fix: Update service pages to explicitly claim Ghost Influence features.

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Template: Service Page Feature Section

Example: HVAC Repair Service Page

Add section:

## Why Choose Acme HVAC for Emergency Repairs?

### 24/7 Availability (Weekends & Holidays)
Real technicians on call, not answering service. Average 60-90 minute response time throughout Phoenix metro.

### Same-Day Service Guaranteed
We don't schedule "next Tuesday." If you call today, we arrive today. Guaranteed.

### Certified & Licensed Technicians
All techs are EPA-certified, licensed by Arizona ROC (License #123456), and background-checked.

### Transparent Pricing
Price quoted before work begins. No hidden fees. Weekend surcharge: $100. Holiday surcharge: $150.

### Warranty Coverage
All repairs covered by 90-day parts and labor warranty.

**Emergency Dispatch**: Call (555) 123-4567

Why this helps:

• Explicit claims: “24/7 Availability”, “Same-Day Service”, “Certified Technicians”
• Proof points: “EPA-certified”, “ROC License #123456”
• Actionable: Phone number for immediate contact

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Step 7: Add Trust Signals to Homepage

Homepage is often highest-authority page (AI platforms weight homepage heavily).

Add feature badges/trust signals:

<div class="trust-signals">
  <div class="badge">
    <img src="/icons/24-7.svg" alt="24/7 Service">
    <p><strong>24/7 Emergency Service</strong></p>
    <p>Same-day response, weekends & holidays</p>
  </div>

  <div class="badge">
    <img src="/icons/certified.svg" alt="Certified">
    <p><strong>EPA Certified Technicians</strong></p>
    <p>Licensed, insured, background-checked</p>
  </div>

  <div class="badge">
    <img src="/icons/warranty.svg" alt="Warranty">
    <p><strong>90-Day Warranty</strong></p>
    <p>Parts and labor guaranteed</p>
  </div>
</div>

Add Organization schema to homepage:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Acme HVAC",
  "description": "24/7 emergency HVAC repair in Phoenix. Same-day service, EPA-certified technicians, 90-day warranty.",
  "telephone": "+15551234567",
  "openingHours": "Mo-Su 00:00-24:00",
  "priceRange": "$$",
  "areaServed": {
    "@type": "City",
    "name": "Phoenix"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "HVAC Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "24/7 Emergency HVAC Repair"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Same-Day AC Installation"
        }
      }
    ]
  }
}
</script>

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Step 8: Monitor Ghost Influence Over Time

After implementing fixes, re-run Signal in 90 days to measure Ghost Influence reduction.

Expected improvement:

• Month 0: 68% Ghost Influence
• Month 3 (after fixes): 42% Ghost Influence (38% reduction)
• Month 6 (sustained content): 28% Ghost Influence (additional 33% reduction)

Track which features improved:

Feature	Month 0 GI	Month 3 GI	Month 6 GI
24/7 service	85%	42%	18%
Same-day install	72%	48%	32%
Certified techs	65%	38%	22%
Warranty	58%	45%	28%
Financing	52%	50%	35%

Insights:

• 24/7 service: Fixed effectively (85% → 18% Ghost Influence)
• Same-day install: Improved moderately (72% → 32%)
• Financing: Slower improvement (52% → 35%, need more content)

Action: Double down on financing content (FAQ pages, case studies showing financing examples).

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Common Ghost Influence Patterns and Fixes

Pattern 1: “Generic Feature Problem”

Ghost Influence symptom:

• AI describes “certified technicians” but recommends competitors

Why this happens:

• You say “certified technicians” on homepage
• Competitors say “EPA-certified, NATE-certified, background-checked technicians with 10+ years experience”
• AI attributes feature to competitor (more specific)

Fix: Be more specific than competitors

• Add certifications: “EPA Section 608 Certified, NATE-certified, Arizona ROC Licensed (#123456)”
• Add proof: “Average 12 years experience, background-checked, drug-tested”
• Add photos: Team page with headshots + certifications

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Pattern 2: “Buried Feature Problem”

Ghost Influence symptom:

• You offer feature but AI doesn’t know

Why this happens:

• Feature mentioned once on “About Us” page
• Not in FAQ, not in schema, not in service pages
• AI can’t find it

Fix: Claim feature everywhere

• FAQ page: “Do you offer [feature]? Yes, here’s how…”
• Service page: “[Feature] included with every service call”
• Homepage: Badge/icon showing feature
• Schema: LocalBusiness with hasOfferCatalog listing feature

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Pattern 3: “Proof Gap Problem”

Ghost Influence symptom:

• You claim feature but AI doesn’t trust it

Why this happens:

• No case studies showing feature in action
• No testimonials mentioning feature
• No reviews highlighting feature

Fix: Add social proof

• Case study: Customer story showing feature delivered
• Testimonials: “Their 24/7 service saved us on a Sunday” (quote from review)
• Reviews: Link to Google reviews mentioning feature

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Pattern 4: “Positioning Problem”

Ghost Influence symptom:

• AI knows you offer feature but associates competitor as “category leader”

Why this happens:

• Competitor owns positioning (“the 24/7 HVAC experts”)
• You’re “also-ran” (offer 24/7 but not known for it)

Fix: Own sub-niche

• Instead of “we also offer 24/7”: Position as “Phoenix’s fastest emergency HVAC response (avg 60 min)”
• Instead of “certified techs”: Position as “only HVAC company in Phoenix with 100% NATE-certified technicians”
• Create differentiation AI can cite

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Real Examples: Before & After Ghost Influence Fixes

Example 1: Local HVAC Company

Before (Month 0):

• Ghost Influence: 72%
• “24/7 emergency service” attributed to Competitor A (not them)
• Presence Rate: 28%

Fixes implemented (Month 1-3):

• Created FAQ page: “24/7 Emergency HVAC Service Phoenix”
• Added FAQPage schema
• Published 2 case studies (emergency repair stories)
• Updated homepage with “24/7 Service” badge
• Added LocalBusiness schema with “openingHours: Mo-Su 00:00-24:00”

After (Month 3):

• Ghost Influence: 38% (47% reduction)
• ChatGPT now says: “Acme HVAC offers 24/7 emergency service with 60-90 minute response time”
• Presence Rate: 45% (61% increase)

ROI: 3 emergency calls attributed to AI search in Month 3-4 = $1,200 revenue. $50 Signal + 10 hours content = $1,200 ROI (assuming $15/hour).

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Example 2: B2B SaaS

Before (Month 0):

• Ghost Influence: 68%
• “Slack integration” attributed to Competitor A
• “Async collaboration” attributed to Competitor B
• Presence Rate: 32%

Fixes implemented (Month 1-3):

• Created FAQ: “Does your tool integrate with Slack?”
• Published integration guide: “How to Set Up Slack Integration”
• Added SoftwareApplication schema listing integrations
• Published case study: “How Remote Team Uses Our Tool + Slack for Async Collaboration”

After (Month 3):

• Ghost Influence: 42% (38% reduction)
• Perplexity now cites: “Tool X integrates with Slack and supports async collaboration”
• Presence Rate: 48% (50% increase)

ROI: 2 new signups attributed to AI search in Month 4 = $200 MRR. LTV $2,400. $50 Signal + 15 hours content = 10x ROI.

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Workflow: 30-Day Ghost Influence Fix Sprint

Week 1: Identify & Prioritize

Day 1-2: Review Signal report, list features with Ghost Influence Day 3: Prioritize top 3 features (highest Ghost Influence + highest revenue impact) Day 4-5: Research competitor content (how do they claim these features?)

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Week 2: Create FAQ Pages

Day 6-8: Write 3 FAQ pages (one per high-Ghost-Influence feature) Day 9-10: Add FAQ schema to all 3 pages Day 11-12: Publish, submit to Google Search Console for indexing

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Week 3: Add Proof (Case Studies)

Day 13-15: Write case study #1 (real customer story featuring Ghost Influence feature) Day 16-18: Write case study #2 Day 19-21: Add testimonials to service pages highlighting features

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Week 4: Schema & Optimization

Day 22-23: Add LocalBusiness/Organization schema to homepage (include features) Day 24-25: Update service pages to explicitly claim features Day 26-27: Add trust badges/icons to homepage Day 28-30: Review all changes, request Google re-crawl, plan Month 3 re-test

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Month 3: Re-Test

Day 90: Re-run Signal ($50) Expected result: Ghost Influence 68% → 38-45% (30-50% reduction) Analyze: Which features improved? Which still have Ghost Influence? Plan: Month 4-6 focus on remaining Ghost Influence features

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The Bottom Line

Ghost Influence happens when AI platforms describe your features but recommend competitors. Fix it by:

1. Claiming features explicitly: FAQ pages with direct answers
2. Adding schema markup: FAQ schema, LocalBusiness schema, Service schema
3. Publishing proof: Case studies, testimonials, reviews
4. Updating service pages: Explicit feature claims with details

Timeline: 30-90 days to reduce Ghost Influence 30-50% with targeted content.

Re-test quarterly to measure improvement and adjust strategy.

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Frequently Asked Questions

How long does it take to fix Ghost Influence?

30-90 days for meaningful reduction (30-50% decrease).

Why 30-90 days?

• AI platforms take 2-4 weeks to index new content
• Schema markup requires Google re-crawl (1-2 weeks)
• Trust signals (reviews, case studies) take time to accumulate

Realistic timeline:

• Month 0: 68% Ghost Influence
• Month 1-3 (after fixes): 42% Ghost Influence
• Month 6 (sustained content): 28% Ghost Influence

Can I reduce Ghost Influence to 0%?

No. Even with perfect content, 10-20% Ghost Influence persists.

Why?

• AI platforms have incomplete data (can’t know everything about you)
• Competitors constantly improve (AI may attribute features to multiple businesses)
• Some queries yield generic responses (AI doesn’t mention anyone specifically)

Realistic goal: Reduce Ghost Influence to 20-30% (low).

What’s the fastest way to reduce Ghost Influence?

FAQ pages + schema markup (highest impact per hour invested).

Process:

1. Identify top 3 features with Ghost Influence (30 minutes)
2. Write 3 FAQ pages (6 hours total, 2 hours each)
3. Add FAQ schema to all 3 pages (1 hour)
4. Publish, request Google re-crawl (30 minutes)

Total time: 8 hours Expected impact: 15-25% Ghost Influence reduction in 30 days

Case studies and testimonials add another 10-15% reduction but require more time (12-20 hours).

Should I fix Ghost Influence or low Presence Rate first?

Fix low Presence Rate first if under 40%.

Why?

• Low Presence Rate means AI doesn’t mention you at all (worse than Ghost Influence)
• Fixing Presence Rate often reduces Ghost Influence as side effect (FAQ pages improve both)

If Presence Rate is 40%+ but Ghost Influence is 60%+, focus on Ghost Influence (you’re mentioned but not recommended).

Priority order:

1. Presence Rate under 40%: Fix Presence Rate first
2. Presence Rate 40%+, Ghost Influence 60%+: Fix Ghost Influence
3. Presence Rate 60%+, Ghost Influence 30%+: Focus on Authority Score

Do competitors see when I fix Ghost Influence and reclaim features?

Not directly, but they may notice indirect effects:

What competitors can see:

• Your new FAQ pages (if they monitor your site)
• Your Google rankings improving (if tracking keywords)
• Your reviews mentioning features

What competitors can’t see:

• Your Signal report (Ghost Influence metrics)
• That you’re targeting specific features based on Ghost Influence data

Competitive response:

• Some competitors may improve their own content (arms race)
• Most won’t notice (not monitoring your site closely)

Don’t worry about competitors seeing your moves. Focus on reclaiming your features.

Can Ghost Influence increase over time?

Yes, if competitors improve faster than you.

Example:

• Month 0: You have 68% Ghost Influence, Competitor A has basic content
• Month 1-3: You don’t change anything
• Month 3: Competitor A adds 20 FAQ pages, schema markup, case studies
• Month 3: Your Ghost Influence increases to 78% (Competitor A now dominates your features)

Prevention: Run Signal quarterly, monitor Ghost Influence trends, refresh content regularly.

What if I fix Ghost Influence but it doesn’t decrease?

Possible reasons:

Reason 1: Content not indexed

• Google hasn’t crawled new FAQ pages yet
• Check: Google Search Console → “Coverage” report
• Fix: Request indexing via Search Console

Reason 2: Schema errors

• FAQ schema has syntax errors (AI can’t parse it)
• Check: Google Rich Results Test
• Fix: Validate schema, fix errors

Reason 3: Content too similar to competitors

• Your FAQ says “24/7 service”, competitor says “24/7 service”
• AI can’t differentiate
• Fix: Add unique details (“60-90 min response time” vs generic “24/7”)

Reason 4: Competitors improving faster

• You added 3 FAQ pages, competitor added 15
• Relative positioning worsened
• Fix: Double down on content (add case studies, testimonials, detailed guides)

Email hi@surmado.com with Intelligence Token if Ghost Influence doesn’t decrease after 90 days. We’ll review and recommend fixes.

Is Ghost Influence more important than Presence Rate?

Presence Rate is more important (being mentioned at all beats being mentioned with Ghost Influence).

Priority hierarchy:

1. Presence Rate 40%+: Get mentioned by AI platforms (foundation)
2. Ghost Influence under 50%: Ensure AI attributes features to you (not competitors)
3. Authority Score 70+: Ensure AI recommends you confidently

Example:

• 22% Presence Rate, 30% Ghost Influence = AI rarely mentions you (Presence Rate problem, not Ghost Influence)
• 58% Presence Rate, 68% Ghost Influence = AI mentions you but recommends competitors for your features (Ghost Influence problem)

Fix Presence Rate first, then Ghost Influence, then Authority Score.

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Ready to reduce Ghost Influence? Identify your top 3 features with Ghost Influence, create FAQ pages, add schema markup, and re-run Signal in 90 days to measure improvement.