You can only have Alliance/Benevolence/etc with one faction at a time. There are two factions in SG: the KOS bulthars + seahorses etc; and some Indifferent ones. When you used it on the Indifferent faction, you went back to being KOS to the KOS faction.
It affects every mob on the target's faction throughout the zone; until you zone or use Alliance on a different faction.
So for anyone else reading and learning, you should use it only once upon entering SG.
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