Documentation / Core concepts

Influence factor

The six influence factors are the measures the evidence audit scores content against: reciprocity, commitment, social proof, authority, liking and scarcity.

How it works

The audit scores each brand and its competitors for each factor. It uses 52 evidence categories across six layers, and each finding shows the evidence behind it.

The six factors

• Reciprocity
• Commitment
• Social proof
• Authority
• Liking
• Scarcity

Where you see it

Insight, then Site Audit. The evidence audit there can be edited.

Set it up

1. Open Insight, then Site Audit.
2. Review the GEO influence tiles and the influence layer overlay.
3. Open the evidence audit, change a finding and record why.

See also

• Edit the evidence audit (guide task)

Last updated 26 October 2026