Can I Use Signal to Prove My SEO Work Actually Worked?

Yes. Run Signal before and after SEO work to show clients measurable AI visibility gains. Rankings matter less when buyers use ChatGPT instead of Google.

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: 12 minutes

What you’ll learn:

• How an SEO consultant saved an $18K annual contract by proving AI visibility jumped 164% (22% → 58% Presence Rate) despite flat Google rankings
• Which SEO tactics have highest AI visibility impact: FAQ pages (+35% Presence), schema markup (+18 Authority Score), how-to guides (+28% Presence)
• How to respond to client objections (“rankings didn’t improve”) by showing AI-driven discovery is growing faster than Google search
• The 60-90 day timeline for AI platforms to re-crawl and reflect SEO improvements in their recommendations
• Before/after Signal comparison table format that makes ROI crystal clear to non-technical clients

Why it matters: 64% of B2B buyers start product research with AI platforms, not Google (Gartner, 2024). Your client’s Google rankings improved, but if AI platforms don’t recommend them, you didn’t move the needle where it counts.

Real example: SEO consultant added schema markup and FAQ content for client. Google rankings flat. Ran Signal before/after: AI Presence Rate jumped 22% → 58%. Client renewed annual contract based on Signal proof.

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The SEO Results Blind Spot

Standard SEO reporting:

1. “Your ranking for ‘project management software’ improved from #12 → #8”
2. “Organic traffic increased 15%”
3. “Domain Authority up from 32 → 35”

Client’s unspoken question: “Great, but are people finding us?”

The gap: Google rankings don’t matter if buyers ask ChatGPT for recommendations instead of searching Google. You improved Google metrics while missing the AI channel entirely.

Signal closes this gap by measuring what actually matters. Does AI recommend your client when buyers describe their problem?

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Real Example: Schema Markup Project

Background:

• SEO consultant hired for 6-month contract ($3K/month = $18K total)
• Client: B2B SaaS ($800K ARR, project management tool)
• Scope: Technical SEO improvements, content optimization

Month 1-3 work:

• Added schema markup (Organization, Product, FAQ, HowTo)
• Created 12 FAQ pages answering common questions
• Fixed broken links, improved site speed
• Updated meta descriptions

Month 3 Google Search Console results:

• Rankings: Minimal change (most keywords flat or +1-2 positions)
• Traffic: Up 8% (modest, within normal variance)
• Impressions: Up 12%

Client reaction: “We’re paying $3K/month for 8% traffic growth?”

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Consultant’s problem: SEO work was solid. Schema takes 6-12 months to impact Google rankings. Traffic gains lag implementation. But client doesn’t understand this. They want immediate proof of value.

Solution: Consultant ran Signal.

Signal test (Month 3):

• Baseline test (Month 0, before SEO work): Presence Rate 22%
• Post-SEO test (Month 3): Presence Rate 58%

What changed:

• ChatGPT now citing client’s FAQ pages (7 of 12 FAQs appear in responses)
• Perplexity using schema-enhanced descriptions (structured data visible)
• Claude recommending client in 6 of 10 persona queries (was 2 of 10 before)

Client reaction after seeing Signal report: “This makes sense now. AI is recommending us because of the FAQ content you created. Let’s continue the contract.”

Outcome:

• Contract renewed for another 6 months
• Client now measures AI visibility quarterly (runs Signal every 90 days)
• Consultant uses Signal for all clients (proves value faster than Google rankings)

ROI: $50 Signal → saved $18K contract that was at risk of cancellation

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How to Use Signal to Validate SEO Work

Step 1: Run Baseline Signal (Before SEO Work)

When: Before starting SEO engagement

What to test:

• How often is client mentioned by AI platforms?
• Which competitors are recommended instead?
• What questions does AI answer (vs what client wants to rank for)?

Baseline metrics to track:

• Presence Rate (% of queries client is mentioned in)
• Authority Score (how confidently AI recommends them)
• Competitor mentions (who AI recommends instead)
• Ghost Influence (client’s features described but attributed to competitors)

Example baseline (Month 0):

• Presence Rate: 22%
• Authority Score: 48
• Top competitors mentioned: 6 (Asana 18 mentions, Monday 15, Linear 12…)
• Ghost Influence: 68% (AI describes client’s “real-time collaboration” but recommends competitors)

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Step 2: Execute SEO Work

Focus on AI-friendly improvements:

High-impact for AI visibility:

• FAQ pages (AI loves Q&A format)
• Schema markup (Product, Organization, FAQ, HowTo)
• How-to guides (AI cites detailed instructions)
• Comparison pages (“X vs Y”)
• Problem-solution content (addresses buyer pain points)

Medium-impact for AI visibility:

• Meta descriptions (AI may use for summaries)
• Internal linking (helps AI discover related content)
• Site speed (indirectly affects citations)

Low-impact for AI visibility (but still good for Google):

• Backlink building (unless backlinks are from sites AI trusts)
• Technical fixes (404s, redirects) unless they block AI crawlers
• Image optimization (AI doesn’t “see” images)

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Step 3: Run Signal Post-SEO (90 Days)

When: 60-90 days after implementation

Why wait: AI platforms take 4-8 weeks to re-crawl and update training data

What to measure:

• Presence Rate change (22% → 58% = +36 percentage points = 164% improvement)
• Authority Score change (48 → 72 = +24 points = 50% improvement)
• Competitor displacement (did client replace competitors in AI responses?)
• Ghost Influence reduction (68% → 32% = features now attributed correctly)

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Step 4: Present Results to Client

Before/After Signal comparison:

Metric	Month 0 (Before SEO)	Month 3 (After SEO)	Change
Presence Rate	22%	58%	+164%
Authority Score	48	72	+50%
Competitor Mentions	6 competitors, 45 total	4 competitors, 28 total	-38%
Ghost Influence	68%	32%	-53%

Client-friendly narrative: “Before our work, AI platforms mentioned you in 22% of buyer queries. Your competitors dominated. After adding FAQ content and schema markup, AI now recommends you 58% of the time. We’ve reduced competitor mentions by 38% and cut Ghost Influence in half. Your differentiators are now properly attributed.”

Translation for client: “More buyers using AI to research solutions are finding you instead of competitors.”

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SEO Tactics and Signal Impact

Tactic 1: FAQ Pages

What you do: Create 10-15 FAQ pages answering common buyer questions

Signal impact: High. AI platforms love Q&A format.

Example:

• Before: Client not mentioned in “how to track time for remote teams” queries
• After FAQ “How do remote teams track time with [Product]?”: Client mentioned in 8 of 10 queries
• Presence Rate: +35%

Proof to client: “FAQ content directly increased AI recommendations for time-tracking queries.”

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Tactic 2: Schema Markup (Product, Organization, FAQ)

What you do: Add structured data to product pages, homepage, FAQ pages

Signal impact: Medium-High. AI platforms can parse structured data easily.

Example:

• Before: AI described client as “project management tool”
• After schema: AI uses specific features (“async-first workflows, decision documentation”)
• Authority Score: +18 points

Proof to client: “Schema markup gives AI platforms better information about your product, improving recommendation quality.”

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Tactic 3: How-To Guides

What you do: Publish detailed tutorials (“How to build async workflows with [Product]”)

Signal impact: High. AI cites instructional content.

Example:

• Before: Client not mentioned in “how to set up async workflows” queries
• After guide published: Client mentioned in 9 of 10 queries (AI cites guide)
• Presence Rate: +28%

Proof to client: “How-to content positions you as authority AI platforms reference.”

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Tactic 4: Comparison Pages

What you do: Create “[Client] vs [Competitor]” comparison pages

Signal impact: Medium. AI sometimes cites comparisons (if unbiased).

Example:

• Before: AI grouped client with 5 competitors generically
• After comparison pages: AI highlights client’s differentiators explicitly
• Ghost Influence: -40%

Proof to client: “Comparison content helps AI understand what makes you different.”

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Common Client Objections (And How Signal Answers Them)

Objection 1: “Rankings didn’t improve much”

Client: “We’re paying for SEO but our Google rankings are flat.”

Signal response: “Rankings are lagging indicator. Signal shows AI visibility improved 164%. Buyers are using AI more than Google. You’re winning where it matters.”

Show: Before/after Presence Rate (22% → 58%)

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Objection 2: “Traffic only increased 8%”

Client: “Organic traffic is up 8%. That’s not worth $3K/month.”

Signal response: “8% Google traffic growth is good but incomplete picture. AI platforms now recommend you 58% of the time (was 22%). AI-driven traffic doesn’t show up in Google Analytics yet, but buyers are finding you.”

Show: Authority Score improvement (48 → 72)

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Objection 3: “Competitors still rank higher”

Client: “Asana still ranks #3 for our target keyword. We’re #8.”

Signal response: “Google rankings: Asana #3, you #8. AI recommendations: You appear in 58% of queries, Asana in 52%. You’re actually winning AI share-of-voice.”

Show: Competitor displacement (Asana mentions dropped from 18 → 14)

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Objection 4: “Is this even worth it?”

Client: “Should we keep investing in SEO if results are slow?”

Signal response: “Your Ghost Influence dropped 68% → 32%. Before, AI described your features but recommended competitors. Now AI correctly attributes your differentiators. This prevents customer leakage.”

Show: Ghost Influence reduction chart

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Pricing for SEO Results Validation

Signal: $50 per test

Recommended testing cadence:

• Baseline (Month 0): $50
• Post-implementation (Month 3): $50
• Follow-up (Month 6): $50
• Total first 6 months: $150

ROI for consultant/agency:

• Contract at risk due to slow Google results
• $150 Signal testing proves value
• Contract renewed ($18K-36K saved)

Cost to client: $150 (0.4% of $36K annual contract)

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The Bottom Line

SEO results traditionally measured by Google rankings and organic traffic. These lag implementation by 6-12 months. Clients lose patience before results show.

Signal ($50) provides:

• Immediate proof of value (AI visibility improves in 60-90 days vs 6-12 months for rankings)
• Alternative success metrics (Presence Rate, Authority Score vs rankings)
• Competitor displacement tracking (client gaining AI share-of-voice)
• Ghost Influence reduction (client’s differentiators properly attributed)

Real results:

• SEO consultant: $150 Signal testing → saved $18K contract renewal
• Agency: $50/month per client → proves AI visibility gains → retention up 40%
• Freelancer: Before/after Signal → justifies $5K SEO packages → close rate 65% (vs 35% without proof)

One Signal test before and after SEO work proves value where it matters. AI visibility, not just Google rankings.

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Frequently Asked Questions

How soon after SEO work should I run Signal?

60-90 days minimum. AI platforms need time to:

• Re-crawl your client’s site (2-4 weeks)
• Update training data or indexes (4-8 weeks)
• Surface new content in responses (6-12 weeks)

Too early (30 days): Changes may not be reflected yet. False negative.

What if Signal shows no improvement after SEO work?

Two scenarios:

Scenario 1: SEO work wasn’t AI-friendly

• Example: Built backlinks but didn’t create FAQ content
• Fix: Add AI-optimized content (FAQs, how-tos, comparisons)

Scenario 2: AI platforms haven’t indexed changes yet

• Wait another 30 days and re-test
• Verify in Google Search Console that new pages are indexed

Can I use Signal to sell SEO services to new clients?

Yes. Run Signal on prospect’s site during sales process:

• “Your AI Presence Rate is 18%. Industry average is 45%. Here’s the gap we can close.”
• Show competitor Signal results: “Your competitor has 72% Presence Rate. You’re at 18%. Here’s why.”

Use Signal as sales tool to create urgency.

What if client’s Google rankings ARE improving?

Even better. Show both:

• “Google rankings: +5 positions (great!)”
• “AI Presence Rate: +36% (also great!)”
• “You’re winning both channels, not just one.”

Signal complements Google success, doesn’t replace it.

Should I charge clients extra for Signal testing?

Two approaches:

Approach 1: Included in SEO retainer

• Run Signal quarterly as part of reporting
• Cost to you: $200/year per client ($50 × 4)
• Benefit: Better client retention (proof of value)

Approach 2: Upsell as add-on

• “AI Visibility Audit: $200/quarter” (charge $200, pay $50, pocket $150)
• Positions you as forward-thinking (not stuck in Google-only mindset)

Does Signal replace Google Analytics and Search Console?

No. Use all three:

• Google Analytics: Traffic, conversions, user behavior
• Search Console: Google rankings, impressions, clicks
• Signal: AI visibility, competitor positioning, Ghost Influence

Signal fills the gap that GA and GSC miss (AI channel).

Can I use Signal for local SEO clients?

Yes. Especially valuable for local:

• Test: “Best [service] in [city]” queries
• Measure: Does AI recommend client for local searches?
• Competitors: Local competitors AI recommends instead

Local SEO + Signal = proof you’re winning both Google maps AND AI recommendations.

What if Signal shows competitor has better AI visibility?

Use as roadmap:

1. Analyze competitor’s Signal results (what content AI cites)
2. Identify gaps in client’s content (what’s missing vs competitor)
3. Create content plan to close gaps
4. Re-run Signal in 90 days to measure progress

Competitor Signal analysis = your SEO strategy.

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Ready to prove your SEO work increased AI visibility? Run a Signal report ($50) before and after SEO implementation to show clients measurable Presence Rate gains.