Measure, how your content is performing

Measure in the header (pinned by default). Connect Search Console first (Settings → Integrations) or the SEO tab is empty. That self-serve connection is for your own blog. A phantom site's Search Console is connected by your Letterstory team as part of setup, not something you connect yourself; ask in your Letterstory Slack channel if a phantom's SEO tab looks empty.

The tabs

Three tabs: GEO, SEO and Outbound (coming soon).

GEO is where AI answer engines cite or name you. Three states, never blended: cited only (one specific page of yours is a source, not "the site" generally), named only (your brand is in the answer), and breakthrough (both, in the same answer). A page can be cited long before your brand is named in that same answer; that's the normal middle stage, not a sign anything's wrong. When a cited page doesn't yet carry your name, it's a candidate for a backfilled mention (see Glossary, KB-803): we can add your mention to that page after the fact, on ground AI already reads. A Mention rate of 0% just means no post has that backfilled mention yet; it's expected early on, not a broken measurement. From the GEO page you can open:

• Who's reading: which pages AI bots and readers are fetching.
• Competitors: your share of voice against the competitors the answers name.
• Main targets to rank for: how each ranking target you set in Context → Identity is doing.
• AI answers in detail: the answers you won over time, and the questions asked of AI engines to measure all this. The questions rotate on their own (dead ones retire, fresh ones are written); one about to retire can be kept, and a generated question can be edited before it runs again.

SEO stacks traffic, posts and queries on one page: clicks, impressions, click-through rate, and position for the selected site and period, with the previous period beside it; which posts earn impressions; and which queries they earn them for. The clicks and impressions chart draws one line per connected site (your marketing site and each phantom), never a sum. Branded queries (ones that name you) are hidden by default so the discovery demand leads; a toggle shows them. Posts Search Console reports that aren't in the collection you're looking at are listed and flagged Not in collection rather than dropped.

Filter by collection or site. Your client blog and your phantom network are always separate; the platform never sums them, because they measure different things.

Reading the numbers

Every figure is a rate in context, with a confidence interval, and a direction-of-travel arrow that only shows when the change is statistically real. A zero is either a genuine gap or a broken measurement, and the page says which.

Per post

Open a post → the Publish panel shows its performance; or Measure → SEO and pick the post. Over the API: get_post_performance, get_site_performance, list_article_performance, get_seo_query_performance. Phantom roll-ups: get_phantom_seo_overview, get_phantom_geo_signals.

Phantoms → Performance

The Phantoms page has its own Performance tab: the GEO and SEO tabs, scoped to the phantom network, for 14, 30, or 90 days.