Whether a change is real or noise

When a score moves, Keylight says one of two things: a real change, or no real change.

It compares the size of the move against two things: the margin of error on both weeks, and the noise band of the engines involved. If the move is smaller than the uncertainty, it is not a change you can act on, and the product says so rather than drawing you a dramatic line.

What you see

In the product, next to the movement. In the Monday email, in the wording rather than as a label.

The word “noise” is never shown to a client. A wobble reads as “no real change” and a genuine move reads as “a real change”. The email subject line carries a number only when the move is real.

Why it is worded that way

Because these reports get forwarded. A client who reads that their score is “within noise” hears that the measurement is unreliable. A client who reads “no real change this week” hears the truth, which is that nothing happened.

When it says no real change for weeks

That is usually the correct answer. AI visibility does not move week to week for most brands, and a tool that shows you a new story every Monday is showing you randomness. The value is in the months, and in knowing when something genuinely shifts.