Surmado Signal Essential vs Pro: What’s the Difference?

Quick answer: Both Signal Essential ($25) and Signal Pro ($50) run the exact same AI testing across 6 platforms (ChatGPT, Claude, Gemini, DeepSeek, Meta AI, Grok) plus 2 competitive AI systems (ChatGPT with search, Perplexity). Both calculate the same core metrics (Presence Rate, Authority Score, Ghost Influence). The difference is report depth: Essential gives you the numbers and competitive table, Pro gives you full strategic analysis and PowerPoint export.

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: 6 minutes

What you’ll learn:

• Identical testing methodology across both tiers: 6 AI platforms (ChatGPT, Claude, Gemini, DeepSeek, Meta AI, Grok) + 2 competitive systems (ChatGPT with search, Perplexity Sonar Pro) = 56 total queries (54 organic + 2 competitive), both calculate Presence Rate, Authority Score, Ghost Influence, Category Share, Market Rank with same rigor
• Report depth differences determining tier value: Essential ($25) delivers TL;DR, Executive Summary, Your Numbers (core KPIs), Competitive Landscape table (about 8-10 pages, 10-15 min delivery); Pro ($50) adds AI quotes showing how platforms describe you, strategic analysis explaining why metrics are X, Ghost Influence ROI calculations, platform variance analysis, implementation roadmap, PowerPoint export (about 20-25 pages, same 10-15 min delivery)
• Use case decision framework for tier selection: Essential for quarterly monitoring at lower cost ($100/year = 4 quarterly reports), budget-conscious first-time users testing Signal, competitive benchmarking only (just need the numbers); Pro for strategic planning requiring understanding why metrics are X, investor presentations needing PowerPoint, marketing team analysis with content strategy recommendations, first audit covering performance, accessibility, SEO, security, and mobile wanting full picture
• Hybrid pricing approach optimizes annual cost: Pro once ($50) for full strategic analysis + Ghost Influence ROI calculations + implementation roadmap, then Essential quarterly ($25 × 3) for tracking Presence Rate improvements = $150/year vs $200/year all-Pro or $100/year all-Essential
• No upgrade discount or credit policy: each Signal run is separate purchase, Essential $25 doesn’t count toward Pro $50 if you decide you need strategic analysis later (better to start with Pro if unsure, get full analysis first)

Same testing, different insights delivered.

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What’s Identical in Both Tiers

Same AI Platforms Tested

Both Essential and Pro test 6 AI systems (Q1-Q9 organic discovery):

1. ChatGPT (OpenAI) - Largest user base
2. Claude (Anthropic) - Strong in B2B queries
3. Gemini (Google) - Integrated with Search
4. DeepSeek - AI research platform
5. Meta AI (Meta AI) - Social platform integration
6. Grok (xAI) - Real-time data focus

Plus 2 competitive AI systems (Q10 competitive comparison):

7. ChatGPT with search (OpenAI)
8. Perplexity Sonar Pro - Citations-heavy

Total sample size: 56 queries (54 organic + 2 competitive)

No difference between tiers. Essential and Pro both test all 8 AI systems.

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Same Core Metrics Calculated

Both tiers receive identical metrics:

Presence Rate (0-100%): How often AI platforms mention you organically

Authority Score (0-100): How confidently AI recommends you

Category Share (%): Your share of all brand mentions in your category

Ghost Influence (0-100%): Features discussed without crediting you

Competitive Landscape: 20-40 competitors identified with Presence Rates

Market Rank: Your position vs all competitors

No difference in metrics quality. Essential and Pro both calculate with same rigor.

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Same 5-Phase Analysis Pipeline

Both tiers run through full analysis:

1. Phase 1: Setup - Web research, persona generation, strategic question creation
2. Phase 2: Focus Group - 6 AI systems interviewed (54 queries) + 2 competitive systems (2 queries)
3. Phase 3: Data Processing - Structured extraction, statistical analysis
4. Phase 4: Insights - Qualitative analysis, pattern detection, SWOT
5. Phase 5: Report Generation - PDF creation (tier-based content filtering)

Essential doesn’t skip analysis steps. Both run full pipeline, Pro just delivers more insights from the analysis.

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Same Intelligence Token Included

Both tiers include Intelligence Token for JSON export:

• Format: SIG-2025-11-XXXXX
• Access structured data programmatically
• Never expires
• Same JSON schema (Essential and Pro)

No difference in Intelligence Token features.

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What’s Different: Report Depth

Signal Essential ($25) Includes

Report sections (about 25-30% of full report):

1. TL;DR (5 Things You Need to Know)
2. Executive Summary
3. Your Numbers (Core KPIs: Presence Rate, Authority Score, Ghost Influence)
4. Appendix A: Competitive Landscape (Full competitive table with 20-40 competitors)

What you get:

• All core metrics
• Competitive benchmarking table
• Key insights summary
• Intelligence Token

What you don’t get:

• Strategic analysis (why your numbers are what they are)
• AI quotes showing how platforms describe you vs competitors
• Use case analysis (Ghost Influence ROI calculations)
• Implementation recommendations
• Full appendices (methodology, statistical significance, platform variance details)
• PowerPoint export

Best for:

• Quick competitive check (“Where do I stand vs competitors?”)
• Regular monitoring (quarterly tracking at lower cost)
• Budget-conscious businesses
• First-time Signal users (get baseline metrics)

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Signal Pro ($50) Includes

Report sections (100% of full report):

1. TL;DR (5 Things You Need to Know)
2. Executive Summary
3. Your Numbers (Core KPIs)
4. AI Landscape Analysis (Platform variance, visibility trends, which AI platforms favor you)
5. Competitive Analysis (with 3-5 direct AI quotes showing how systems describe competitors)
6. Use Case Analysis (Does AI connect you to customer needs? Ghost Influence ROI math)
7. Monitoring Strategy (Weekly tracking value, when to re-test)
8. Implementation Support (What to Do Next: prioritized recommendations)
9. Full Appendices (A-I):
   • Competitive Landscape (detailed)
   • Methodology
   • Statistical Significance
   • Platform Variance
   • Ghost Influence Details
   • Perplexity Citations
   • And more

Plus PowerPoint export (auto-generated PPTX with key slides for presentations)

What you get:

• Everything in Essential
• Strategic interpretation of your metrics
• AI quotes (how platforms describe you vs competitors)
• Ghost Influence ROI calculations (revenue impact estimates)
• Detailed platform variance analysis
• Implementation roadmap
• PowerPoint for stakeholder presentations

Best for:

• Strategic planning (need to understand why metrics are X)
• Investor presentations (PowerPoint included)
• Marketing team analysis (content strategy recommendations)
• Deep competitive intelligence (see exact AI responses)
• First audit covering performance, accessibility, SEO, security, and mobile (want full picture)

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Side-by-Side Comparison

Feature	Essential ($25)	Pro ($50)
AI Systems Tested	6 (Q1-Q9) + 2 (Q10)	6 (Q1-Q9) + 2 (Q10)
Sample Size	56 queries	56 queries
Presence Rate
Authority Score
Ghost Influence
Category Share
Market Rank
Competitive Table	Full table (20-40 competitors)	Full table
AI Quotes	Not included	3-5 direct quotes
Strategic Analysis	Summary only	Deep dive
Use Case Analysis	Not included	Detailed
Ghost Influence ROI	Not included	Revenue impact math
Platform Variance	Not included	Which AI favors you
Implementation Roadmap	Not included	Prioritized recommendations
Full Appendices	Appendix A only	All appendices (A-I)
PowerPoint Export	No	Yes
Intelligence Token	Yes	Yes
PDF Report Pages	about 8-10 pages	about 20-25 pages
Delivery Time	10-15 minutes	10-15 minutes

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Pricing Decision Guide

Choose Signal Essential ($25) if:

You want to know your core numbers (Presence Rate, Authority Score)

You need competitive benchmarking (how you compare to 20-40 competitors)

You’re doing quarterly monitoring (track metrics over time at lower cost)

You’re budget-conscious (get key insights for half the price)

You don’t need strategic analysis (just want the data)

You’re a first-time user (test Signal before committing to Pro)

Example use case: You run Signal Essential quarterly ($100/year) to track Presence Rate improvements from 28% → 42% over time. Competitive table shows you’re gaining on top 3 competitors. You don’t need strategic analysis each quarter, just metrics.

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Choose Signal Pro ($50) if:

You need to understand why your metrics are what they are

You want to see exact AI quotes (how platforms describe you vs competitors)

You need PowerPoint for presentations (board meetings, investor updates)

You want implementation recommendations (what to do next)

You need Ghost Influence ROI calculations (revenue impact of fixing Ghost Influence)

You’re doing strategic planning (content strategy, positioning decisions)

This is your first audit covering performance, accessibility, SEO, security, and mobile (want full picture, not just numbers)

Example use case: You run Signal Pro once ($50) to get full strategic analysis, identify Ghost Influence issues costing you $45K in lost revenue, implement fixes over 90 days, then switch to Signal Essential quarterly ($25) for tracking metrics.

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Pricing Scenarios

Cost Over Time

Quarterly monitoring with Essential:

• Q1 2025: Signal Essential ($25)
• Q2 2025: Signal Essential ($25)
• Q3 2025: Signal Essential ($25)
• Q4 2025: Signal Essential ($25)
• Annual cost: $100 (4 quarterly reports)

Quarterly monitoring with Pro:

• Q1 2025: Signal Pro ($50)
• Q2 2025: Signal Pro ($50)
• Q3 2025: Signal Pro ($50)
• Q4 2025: Signal Pro ($50)
• Annual cost: $200 (4 quarterly reports)

Hybrid approach (Pro once, then Essential for tracking):

• Month 0: Signal Pro ($50) - Get full strategic analysis
• Month 3: Signal Essential ($25) - Track Presence Rate improvement
• Month 6: Signal Essential ($25) - Continue tracking
• Month 9: Signal Pro ($50) - Deep dive after implementing changes
• Annual cost: $150 (2 Pro + 2 Essential)

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Multi-Location Pricing

Testing 3 locations with Essential:

• Phoenix location: Signal Essential ($25)
• Scottsdale location: Signal Essential ($25)
• Tempe location: Signal Essential ($25)
• Total: $75 (one-time)

Testing 3 locations with Pro:

• Phoenix location: Signal Pro ($50)
• Scottsdale location: Signal Pro ($50)
• Tempe location: Signal Pro ($50)
• Total: $150 (one-time)

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Competitive Intelligence Pricing

Test yourself + 3 competitors with Essential:

• Your business: Signal Essential ($25)
• Competitor A: Signal Essential ($25)
• Competitor B: Signal Essential ($25)
• Competitor C: Signal Essential ($25)
• Total: $100 (one-time competitive analysis)

Test yourself + 3 competitors with Pro:

• Your business: Signal Pro ($50) - Get full analysis
• Competitor A: Signal Essential ($25) - Just need their numbers
• Competitor B: Signal Essential ($25)
• Competitor C: Signal Essential ($25)
• Total: $125 (hybrid approach: Pro for you, Essential for competitors)

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Can I Upgrade from Essential to Pro?

Yes, but requires new report.

Process:

1. Run Signal Essential ($25), receive report
2. Review core metrics, decide you need strategic analysis
3. Run Signal Pro ($50) for audit covering performance, accessibility, SEO, security, and mobile

No discount for upgrading (each Signal run is separate purchase).

No credit applied (Essential $25 doesn’t count toward Pro $50).

Better approach: If unsure, start with Signal Pro ($50) for first audit (get full analysis), then switch to Essential ($25) for quarterly tracking.

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Agency/Bulk Pricing

Running 20+ reports/month?

$1,000/month unlimited: Run unlimited Signal reports (Essential or Pro, your choice per report)

Breakeven:

• 40 Essential reports/month: $1,000 (vs $1,000 unlimited)
• 20 Pro reports/month: $1,000 (vs $1,000 unlimited)

Benefits:

• No per-report billing
• Mix Essential and Pro as needed
• No credit tracking or rollover
• Month-to-month (cancel anytime)

Contact: hi@surmado.com for custom pricing if you need 5-15 reports/month (in between pay-as-you-go and $1k unlimited).

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Complete Visibility Suite Pricing

Bundle includes Signal Pro (not Essential):

• Signal Pro: $50 (2 credits)
• Scan Pro: $50 (2 credits)
• Solutions: $50 (2 credits)
• Bundle price: $100 (6 credits, 33% savings vs $150 separate)

Why Pro in bundle: Complete Visibility Suite is premium offering. If you want Signal Essential, buy separately ($25).

Flexibility: On app.surmado.com, bundle is 6 credits you can use however you want (not locked into specific products). Marketing site shows as “Signal Pro + Scan Pro + Solutions” for clarity.

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Frequently Asked Questions

Can I get AI quotes with Essential?

No. AI quotes (direct responses showing how platforms describe you vs competitors) are Pro-only.

Essential shows: Presence Rate, competitive table (who’s mentioned)

Pro shows: Same metrics + exact AI quotes (“ChatGPT described you as ‘reliable but expensive’ and Competitor A as ‘affordable with fast turnaround’”)

Why it matters: Quotes reveal positioning differences (you’re seen as premium, competitor as budget-friendly).

Does Essential calculate Ghost Influence?

Yes. Essential calculates Ghost Influence percentage (0-100%).

Essential shows: Ghost Influence score (e.g., 68%)

Pro shows: Same score + ROI calculations (“68% Ghost Influence = estimated $45K lost annual revenue based on 120 monthly searches × $375 customer LTV”)

Both tiers calculate metric, Pro adds revenue impact analysis.

Is PowerPoint export worth $25 more?

Depends on use case:

Worth $25 if:

• Presenting to board/investors (need slides)
• Marketing team presentations (share with stakeholders)
• Saving time (auto-generated vs manual slide creation)

Not worth $25 if:

• No presentations planned (just need PDF)
• Internal use only (share PDF with team)
• Quarterly tracking (don’t present every quarter)

Other Pro benefits (strategic analysis, AI quotes, implementation roadmap) often justify $25 even without PowerPoint.

Can I run Essential and Pro on the same business?

Yes. Not mutually exclusive.

Common workflow:

• Month 0: Signal Pro ($50) - Full strategic audit
• Month 3: Signal Essential ($25) - Track Presence Rate improvement
• Month 6: Signal Essential ($25) - Continue tracking
• Month 9: Signal Pro ($50) - Deep dive after implementing changes

Compare Intelligence Tokens from different runs to track improvements over time (Essential and Pro use same JSON schema).

Do both tiers test the same personas I submit?

Yes. You submit 3-7 personas, both Essential and Pro test those exact personas across all 56 queries.

No difference in testing methodology between tiers.

Does Essential skip any AI platforms?

No. Essential tests all 6 organic AI systems (ChatGPT, Claude, Gemini, DeepSeek, Meta AI, Grok) plus 2 competitive systems (ChatGPT with search, Perplexity).

Same platforms, same sample size (56 queries).

Only difference: Report depth (Essential shows core insights, Pro shows full strategic analysis).

Can I see a sample report before buying?

Contact hi@surmado.com for sample reports (Essential and Pro versions).

Sample shows: Report structure, metrics format, analysis depth differences.

Redacted: Competitor names and business details removed in samples.

Is Essential enough for quarterly tracking?

Yes. Most businesses use Signal Pro for initial audit, then Signal Essential for quarterly tracking.

Essential provides:

• Presence Rate (track improvements: 28% → 34% → 42% → 48%)
• Authority Score (track positioning improvements)
• Competitive table (see if you’re gaining on top competitors)

Pro provides: Strategic analysis explaining why metrics changed (useful for initial audit, less critical for quarterly tracking).

Recommended cadence: Pro once, then Essential quarterly ($50 + $25 + $25 + $25 = $125/year).

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Ready to run Signal? Signal Essential ($25) for core metrics and competitive table. Signal Pro ($50) for full strategic analysis and PowerPoint. Both delivered in 10-15 minutes.