ai-content-audit

AI Content Audit & Humanization — Phase 4a

Executive Summary

Google's Helpful Content System (HCS), integrated into the core algorithm March 2024, actively targets AI-generated content produced without documented human expert review. The 2025 reality: AI detectors like Originality.ai, GPTZero, and Copyleaks flag content at >80% AI-likelihood as a reputational risk, but more critically, Google's own Navboost behavioral signals catch AI content indirectly — users bounce faster from lifeless, formulaic pages (high pogo-stick rate → ranking suppression). For local businesses, AI-written content is especially damaging: a plumber using "delve into," a dentist writing "testament to our commitment," or an HVAC company saying "nestled in the vibrant community" signals zero first-hand experience. E-E-A-T's "Experience" pillar (the first E added in December 2022) specifically rewards first-person, situated knowledge — the exact opposite of AI-pattern writing.

2025 AI content benchmarks:

• Google HCS: AI-generated content requires documented human expert review (Webmaster Guidelines 2025)
• E-E-A-T Experience signal: first-hand language increases AIO citation probability 40% (Semrush 2024)
• Originality.ai threshold: >80% AI score = flagged for manual review; industry-acceptable: 25–40% AI score after humanization
• Bounce rate correlation: AI-pattern pages average 72% bounce vs. 51% for human-written equivalents (Contentsquare 2024)
• Local business impact: service pages with AI patterns convert at 1.8–2.4% vs. 3.5–6% for authentic pages
• FAQPage schema + human voice: 3.2× AIO citation rate (Amsive 2025) — schema alone insufficient without authentic answers
• Reading level target: Flesch Reading Ease 60–70 (Grade 8–9) — US adult average reads at 8th grade; AI content often scores Grade 12–16 (too complex)
• Content length for LLM visibility: 1,500+ words with embedded statistics = 30–40% higher AI citation rate (Superlines 2025)
• Stat frequency: 1 data point per 150–200 words — content with embedded stats gets +22% GEO/AEO visibility (Superlines 2025)
• Expert quotations: +37% LLM citation visibility vs. pages without attributed quotes
• Content freshness: pages updated within 60 days get 28% better AI search visibility; within 30 days = 76.4% ChatGPT citation rate
• AI-referred traffic value: converts at 4.4× higher rate than organic (16% vs. 3.6% CVR) — high-quality human content that earns AI citations is highest-ROI content

GEO / AEO / LLM SEO + AI Content Quality (2025 critical connection):

• GEO (Generative Engine Optimization): AI-pattern content is excluded from generative engine answers at higher rates — Google AI Mode, ChatGPT, Perplexity prefer citable, expert-attributed, first-person content
• AEO (Answer Engine Optimization): Answer engines (Perplexity 13.8% citation rate, Google AIO 9.5% citation rate) extract answers from the first 30% of page content — AI-pattern executive summaries are deprioritized vs. direct human answers
• LLM SEO: Brand search volume is the #1 predictor of LLM citations (0.334 correlation, stronger than backlinks) — businesses using AI patterns that fail E-E-A-T undermine brand authority directly measurable by LLMs
• Only 11% domain overlap between ChatGPT and Perplexity citations — multi-platform humanization matters; what works on one AI may not on another
• 615× variation in citation volume across LLM platforms — a humanized local business page can outperform a large competitor's AI-generated content on specific platforms

Technical SEO + AI content connection (2025):

• INP (Interaction to Next Paint, replaced FID March 2024) — AI-pattern pages with heavy third-party chat widgets and embedded review tools frequently trigger INP >200ms, compounding the ranking suppression from poor behavioral signals
• LCP (Largest Contentful Paint) — AI-generated content often uses stock image blocks as hero images (LCP >2.5s) with no specific local signal value; replacing with real job photos improves both LCP weight relevance and E-E-A-T
• Core Web Vitals + human content = compounding ranking signal — fast + human = both Page Experience and HCS signals working together
• Rank Math / Yoast SEO — readability checker in both tools flags AI-pattern sentences (passive voice, long sentences, transition word overuse) — use as a secondary signal during humanization

Why this matters for local SEO specifically:

• Local businesses win on specificity — a competitor describing "our Chicago plumbers have seen this exact issue in 1940s-era cast iron pipes in Wicker Park" outranks generic AI content every time
• Voice search and AI Overviews prefer cited entities with E-E-A-T signals — AI-pattern pages are excluded at higher rates
• Review authenticity alignment: GBP reviews that contradict the website's tone signal brand inconsistency (Google's entity understanding detects this)

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The 24 AI Writing Patterns — SEO Impact Taxonomy

Based on the Wikipedia WikiProject AI Cleanup framework (github.com/blader/humanizer, 9,900+ stars, MIT license)

Category 1: Content Patterns — HIGH SEO RISK

#	Pattern	AI Signal	SEO Impact	Local Business Example
1	Significance inflation	"pivotal moment," "testament to," "marks a turning point," "transformative"	E-E-A-T damage — signals no real expertise	"Our services represent a transformative approach to plumbing solutions"
2	Notability name-dropping	Inflated fame claims with no evidence	Trust damage — Google checks entity authority	"We are Chicago's most trusted plumbing company" (no citation)
3	Superficial gerund analyses	"By leveraging X, we achieve Y" — process described with no detail	Thin content — HCS flag	"By utilizing advanced techniques, we ensure optimal results"
4	Promotional language	"nestled," "vibrant," "thriving community," "charming"	Conversion damage — zero information density	"Nestled in the vibrant heart of Chicago, our thriving practice…"
5	Vague attributions	"experts say," "studies show," "research indicates" (no citation)	E-E-A-T damage — Google knows who said it; you don't	"Studies show that regular HVAC maintenance saves money"
6	Formulaic challenge statements	"Challenges include…" / "Key considerations are…" with bullet lists and no depth	Template thin content — HCS flag	"Common plumbing challenges include leaks, blockages, and pressure issues"

Category 2: Language Patterns — MEDIUM SEO RISK

#	Pattern	AI Signal	SEO Impact	Example to Fix
7	AI-specific vocabulary	"additionally," "landscape," "underscore," "delve," "notably," "robust," "seamless," "leverage," "holistic"	AI detection signal	"Additionally, our holistic approach underscores our robust commitment"
8	Copula avoidance	"serves as," "functions as," "acts as" instead of "is"	Unnatural phrasing — reduces readability score	"Our team serves as your trusted partner" → "Our team is your trusted partner"
9	Negative parallelisms	"not only X but also Y" used repeatedly	Formulaic rhythm — pattern detectors flag this	"Not only do we fix leaks, but we also prevent future damage"
10	Rule-of-three lists	Every point organized in exactly three items	Template signal	"Our services cover speed, quality, and reliability" (always three)
11	Synonym cycling	Rotating near-synonyms unnecessarily: "plumber / plumbing professional / pipe specialist"	Keyword confusion — can dilute keyword targeting	Within 200 words: "contractor," "professional," "expert," "specialist" for same role
12	False ranges	"between X and Y" when single value suffices	Reduces precision — E-E-A-T damage	"between 2 and 4 days" → "3 days typically"

Category 3: Style Patterns — MEDIUM SEO RISK

#	Pattern	AI Signal	SEO Impact	Fix
13	Em-dash overuse	Multiple em-dashes — like this — in every paragraph	Visual AI signal	Limit to 1 per 300 words
14	Excessive boldface	Bolding non-essential words throughout every paragraph	No semantic SEO value	Bold only genuinely critical terms
15	Inline-header lists	Benefit: explanation. Benefit: explanation. (repeated 5+ times)	When overused = template thin content	Convert some to prose with context
16	Title case headings	Every Word Capitalized In All Headings	Minor AI signal	Use sentence case for H2–H4
17	Emoji in professional copy	🔧 We Fix 🏠 Homes 🌟	Destroys credibility on service pages	Remove from all service/location pages
18	Curly quotation marks overuse	"Smart quotes" inconsistently mixed	Minor — fix for consistency	—

Category 4: Communication Patterns — CRITICAL SEO RISK (on local business pages)

#	Pattern	AI Signal	SEO Impact	Example
19	Chatbot artifacts	"I hope this helps!" / "Feel free to reach out!" / "Don't hesitate to contact us!"	Destroys trust on service pages — sounds like a support bot	Replace with direct CTAs: "Call 312-XXX-XXXX for a free estimate"
20	Cutoff disclaimers	"As of my knowledge cutoff..." / "Please verify current information"	Fatal on local business pages — signals the page is AI-generated	Delete entirely
21	Sycophantic tone	"Great question!" / "Absolutely!" / "Certainly!"	Zero place in web copy — chatbot artifact	Delete entirely
22	Excessive hedging	"could potentially possibly," "may or may not," "in some cases might"	Weakens E-E-A-T — experts don't hedge every statement	Be direct: "leaks typically appear within 48 hours"
23	Redundant filler phrases	"It is worth noting that," "It goes without saying," "Needless to say," "In terms of"	Thin content — pads word count with zero information	Delete and rephrase directly
24	Generic conclusions	Summarizing what was just said with no new insight or call to action	Template pattern — HCS thin content signal	End with specific next step or local-specific fact

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Step 1: Read Project Context

Read {AUDIT_DIR}/intake-data.md — business name, services, location, industry. Read {AUDIT_DIR}/content-inventory.md — page list from Phase 4 content audit (if available). Read {AUDIT_DIR}/technical-findings.md — crawl data, page types.

Priority pages to audit for AI patterns:

1. Homepage (highest traffic + brand voice = most damage if AI-written)
2. Service pages (direct conversion pages — E-E-A-T critical)
3. About/Team pages (Experience pillar — must sound human)
4. Location/service area pages (highest AI-pattern risk — often template-generated)
5. FAQ pages (AIO citation pages — authentic voice = citation advantage)
6. Blog/article content (topical authority — AI patterns destroy authority signals)

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Step 2: Page-by-Page AI Pattern Detection

For each priority page, fetch the content and run the two-pass detection:

Pass 1 — Pattern Scan

Score each of the 24 patterns per page:

• 0 = Pattern not present
• 1 = Present but minor (1–2 instances)
• 2 = Significant (3–5 instances)
• 3 = Pervasive (6+ instances — systematic AI-generation likely)

AI Likelihood Score per page: (sum of pattern scores / 72) × 100 = 0–100% AI-likeness

Pass 2 — Residual AI Audit

After flagging patterns, re-read the page content and ask:

• Does any sentence sound like it could appear on ANY business's website with minimal changes?
• Is there any first-hand, situated knowledge present? (e.g., specific neighborhood references, actual job types encountered, real customer scenarios)
• Does the "About" page mention real people with real credentials?
• Are there specific pricing, process, or timeline details that only an expert would know?

If Pass 2 still returns "yes — sounds AI-generated" on more than 50% of questions → flag page as Critical.

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Step 3: Page Scoring Table

Document all pages in this format:

Page URL	Word Count	AI Score	Top 3 Patterns	E-E-A-T Risk	Priority	Quick Fix Time
/services/plumbing	[X] words	[X]%	Pattern 1,4,7	High	🔴 Critical	2–3 hrs
/about	[X] words	[X]%	Pattern 2,19,21	High	🔴 Critical	1–2 hrs
/location/chicago	[X] words	[X]%	Pattern 3,4,6	Medium	🟠 High	1–2 hrs
/blog/[post]	[X] words	[X]%	Pattern 7,22,23	Medium	🟡 Medium	1 hr

AI Score thresholds:

Score Range	Label	SEO Risk	Action
0–20%	Human-authentic	None	Maintain voice; use as brand voice benchmark
21–40%	Mostly human	Low	Minor edits — remove worst offenders
41–60%	Mixed	Medium	Section-by-section rewrite of AI-heavy sections
61–80%	Mostly AI	High	Full page rewrite with human SME input
81–100%	AI-generated	Critical	Complete rewrite required — E-E-A-T at risk

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Step 4: Competitor AI Content Benchmark

Compare client vs. top-3 local competitors for AI content signals. For each competitor, fetch their homepage + top 2 service pages and scan for the 24 patterns.

Competitor comparison context: If all competitors score >60% AI-likely, the first business to humanize becomes the authority leader — this is a competitive content gap. If a top-ranking competitor has a low AI score (<30%), their human voice is a confirmed ranking signal worth studying.

Competitor	AI Score (avg across pages)	Top AI Patterns Found	Human Voice Elements	E-E-A-T Signals
Client	[X]%	[patterns]	[count]	[count]
Comp 1	[X]%	[patterns]	[count]	[count]
Comp 2	[X]%	[patterns]	[count]	[count]
Comp 3	[X]%	[patterns]	[count]	[count]

Opportunity: If client's AI score is higher (worse) than all competitors, every page rewrite is a direct ranking opportunity. If a competitor has a low AI score (more human content), study their voice and use it as a benchmark — Google likely rewards their style.

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Step 5: Humanization Recommendations

For each Critical/High priority page, provide specific rewrites:

Humanization Framework (per page)

1. Add first-hand experience signals:

• Replace vague claims with specific job types: "We've fixed over 200 cast iron pipe leaks in Chicago's Lincoln Park neighborhood since 2018"
• Add specific customer scenario context: "Most homeowners call us after noticing a wet spot on their basement ceiling — here's what we actually find when we open the wall..."
• Include honest complexity: "In some cases, what looks like a simple leak turns out to be a cracked pipe behind the foundation — we always give you the full picture upfront"

2. Remove AI vocabulary (word-for-word substitutions):

AI Word	Human Replacement
"delve into"	"look at" / "dig into" (only if literally digging)
"testament to"	delete or "proof of"
"leverage"	"use"
"holistic"	"complete" / "thorough"
"seamless"	"smooth" / "straightforward"
"robust"	"strong" / "reliable" or delete
"landscape" (non-literal)	"industry" / "market" / delete
"underscore"	"show" / "confirm"
"notably"	"importantly" or delete
"pivotal"	"key" / "important"
"nestled"	delete; state location directly
"vibrant community"	name the actual neighborhood
"thriving"	delete
"additionally"	"also" or restructure sentence
"navigate" (non-literal)	"deal with" / "handle"

3. Replace vague attributions with real sources:

• "Studies show" → "A 2024 report by the National Association of Plumbers found..."
• "Experts recommend" → "According to [specific expert/org]..." or rewrite as first-person advice: "In our experience, we recommend..."
• "It's widely known" → delete or cite the source

4. Add local specificity (converts AI to human):

• Mention actual neighborhoods served (not just "Chicago area")
• Reference local landmarks as context: "Jobs in [neighborhood] tend to have [issue] because of [local construction era]"
• Include seasonal/regional context: "Chicago winters mean we see a spike in frozen pipe calls every January — here's what to do at 2am..."
• Mention local permit requirements, codes, or inspectors by name if applicable

5. Fix communication patterns:

• Delete all chatbot artifacts: "Feel free to...", "Don't hesitate to...", "I hope this helps"
• Replace with direct CTAs: "Call 312-XXX-XXXX — we answer 24/7 for emergencies"
• Remove all hedging qualifiers on local facts: "Our team is available same-day" not "Our team may potentially be available in some cases"

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Step 6: E-E-A-T Reconstruction Protocol

AI-pattern removal is only half the job. The second half is adding E-E-A-T signals that AI cannot generate:

Experience Signals (the first E — added Dec 2022)

• ✅ First-person accounts of specific jobs: "Last month, we uncovered a cracked main line on [street] in Lincoln Park..."
• ✅ Time-in-business with specific milestones: "After 15 years and 4,000+ Chicago homes served..."
• ✅ Photos of actual work (alt text must be descriptive and local)
• ✅ Honest failure stories: "We've seen DIY repairs that made things worse — here's what not to do"

Expertise Signals (the second E)

• ✅ Specific technical knowledge: "We use RIDGID camera inspection for cast iron pipes — here's why it's different from PVC work"
• ✅ Named certifications: "Master Plumber license #XXXXXX (Illinois)" — not just "licensed and certified"
• ✅ FAQ answers with specific depths: not "leaks can vary" but "hairline cracks in supply lines: 15 min fix; slab leaks: 1–3 days with permits"

Authoritativeness Signals (A)

• ✅ Named staff/owner on About page with real credentials and photo
• ✅ Media mentions (link to actual press) rather than vague "featured in"
• ✅ GBP alignment: entity name, address, phone must match page content exactly

Trust Signals (T)

• ✅ Real testimonials with full names, dates, specific job types — not "Great service!" but "Fixed our burst pipe at 11pm on a Sunday in 20 minutes" — John R., Lincoln Park, Feb 2025
• ✅ Response to negative reviews (shows real business operation)
• ✅ Visible pricing ranges (even rough estimates build trust; AI avoids pricing)

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Step 7: GBP + AI Content Alignment (2025)

Google's entity understanding (2025) cross-references website content against GBP:

• Review language vs. page language — if reviews mention "fast" and "honest" but pages say "seamless holistic solutions," the mismatch signals brand inconsistency
• GBP Q&A seeding — seed Q&A with human-voice questions matching the humanized page content (not AI-patterned questions)
• Review velocity — recent reviews (last 60–90 days) weighted 3–5× more — use humanized page language as review response templates to reinforce the human voice signal to Google

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Step 8: Priority Matrix

Action	AI Pattern Addressed	Impact (1–5)	Feasibility (1–5)	Priority	Effort
Rewrite homepage hero section (remove patterns 1,4,7)	Significance inflation, promotional, AI vocab	5	5	25	1–2 hrs
Rewrite About page with real team bios + Experience signals	Patterns 2, 19, 21, 22	5	4	20	2–3 hrs
Add first-hand experience paragraphs to all service pages	Patterns 3, 5, 6	5	4	20	1–2 hrs/page
Remove all chatbot artifacts site-wide	Pattern 19, 21, 24	4	5	20	30 min
Delete/rewrite all vague attributions	Pattern 5	4	5	20	1 hr
AI vocabulary swap (find/replace + rewrite)	Pattern 7	3	5	15	1–2 hrs
Rewrite location pages with local specificity	Patterns 4, 3, 6	5	3	15	2–4 hrs/page
Add specific pricing/timeline information to service pages	Supports E-E-A-T Trust	4	3	12	1–2 hrs
Seed GBP Q&A with human-voice questions	Pattern 6 alignment	4	5	20	30–45 min
Review AI detection score with Originality.ai / GPTZero	All patterns	3	5	15	30 min

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Step 9: AI Detection Tool Reference

Use these tools to validate AI content risk before and after humanization:

Tool	Purpose	AI Score Threshold	Accuracy (2025)	Cost
GPTZero	Paragraph-level AI likelihood — industry standard	"High AI" label = rewrite; 1% false-positive	99% claimed (lab-validated)	Freemium
Originality.ai	Page-level AI detection + plagiarism	>80% = high risk; safe: <40% after humanization	76% (independent test)	Paid (credits)
Copyleaks	AI detection + plagiarism combined	>85% AI = rewrite	High — good for agency use	Paid
Winston AI	Enterprise AI detection + readability	>75% = flag; <40% = publish	Enterprise-grade	Paid
Humaniser	Humanization tool (9.4/10 rated 2026)	Target: 93% detector drop post-humanization	—	Paid
Hemingway App	Sentence complexity, passive voice, grade level	Flesch 60–70 / Grade 8–9 target	—	Free
Grammarly	Tone, readability, passive voice flags	Readability score ≥80 target	—	Freemium
Rank Math / Yoast	Real-time content grader (SEO + readability)	≥80 readability score; flags AI-pattern sentences	—	Freemium/Paid
Ahrefs Content Grader	Keyword coverage + content quality grade	Grade A target	—	Paid
Semrush SEO Writing Assistant	Real-time readability + originality + tone	≥7.0 readability score	—	Paid
Google Search Console	Monitor behavioral signals post-humanization	CTR lift + bounce rate drop after rewrite	—	Free

Three-step validation workflow:

1. Pre-humanization: run GPTZero + Originality.ai → document baseline AI score (both tools — expect ±20% variance between detectors)
2. Humanize: apply pattern fixes, add first-hand experience paragraphs, fix vocabulary
3. Post-humanization: re-run both detectors → confirm score dropped below 40%; run Hemingway App → confirm Flesch ≥60 (Grade ≤9); monitor GSC behavioral signals over 30 days

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10-Step Action Plan

Immediate (Week 1 — No Developer Required)

1. Run AI detection baseline — Originality.ai or GPTZero on all priority pages. Document AI score per page. Effort: 30 min. Priority: 25 (5×5).
2. Delete all chatbot artifacts — find/replace "Feel free to," "Don't hesitate," "I hope this helps," "Certainly," "Absolutely" across entire site. Effort: 30 min. Priority: 25 (5×5).
3. Remove all cutoff disclaimers — search for "knowledge cutoff," "please verify," "as of my last update" — delete entirely. Effort: 15 min. Priority: 25 (5×5).
4. AI vocabulary swap on top 5 pages — replace "delve," "leverage," "holistic," "seamless," "robust," "testament to," "nestled," "vibrant," "landscape" (non-literal), "underscore." Effort: 1–2 hrs. Priority: 20 (5×4).
5. Rewrite homepage hero section — replace significance inflation + promotional language with specific first-hand claim (years in business + specific job count + neighborhood). Effort: 1–2 hrs. Priority: 20 (5×4).

Short-Term (Week 2–4)

6. Rewrite About page with real team profiles — real names, photos, credentials, years of experience, certifications by license number. Add first-person voice. Effort: 2–4 hrs. Priority: 20 (4×5).
7. Add first-hand experience paragraphs to each service page — one paragraph per page with specific scenario, local context, and honest complexity. Effort: 1–2 hrs/page. Priority: 20 (5×4).
8. Add specific pricing/timeline ranges to service pages — ranges built from actual jobs (not AI-generated estimates). Effort: 1 hr. Priority: 16 (4×4).
9. Rewrite location/service-area pages — replace "nestled in the vibrant community of [city]" with actual neighborhood-specific content (local landmarks, building types, common issues). Effort: 2–4 hrs/page. Priority: 15 (5×3).
10. Re-run AI detection and verify — Originality.ai post-humanization scan. Target: all priority pages below 40% AI score. Write findings to {AUDIT_DIR}/ai-content-findings.md. Generate HTML to {REPORTS_DIR}/phase-4a-ai-content.html → PDF via python3 scripts/generate_pdf.py --html {REPORTS_DIR}/phase-4a-ai-content.html. Effort: 1 hr.

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Scoring

Category	Weight	Score
Average AI likelihood score across priority pages	30%	/30
Chatbot artifacts + cutoff disclaimers (present = 0)	20%	/20
E-E-A-T Experience signals present	20%	/20
Local specificity (neighborhoods, landmarks, real scenarios)	15%	/15
Vague attributions count (0 = perfect score)	15%	/15

AI Content Score = 100 − (avg AI% × 0.3) − pattern penalties

Veto: Any page with chatbot artifacts (patterns 19–21) automatically scores ≤50 until fixed.

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Output

Write findings to {AUDIT_DIR}/ai-content-findings.md with YAML frontmatter:

---
skill: audit/ai-content-audit
phase: 4a
date: [YYYY-MM-DD]
business: [Business Name]
url: [URL]
score: [X/100]
pages_audited: [X]
avg_ai_score: [X]%
critical_pages: [X]
chatbot_artifacts_found: [yes|no]
eeat_signals_present: [strong|weak|absent]
status: complete
---

Include:

• AI score per page (full table with all priority pages)
• Top 5 AI patterns found across site (frequency ranking)
• Competitive AI content benchmark (client vs. top-3 competitors)
• Page-specific humanization recommendations (specific edits, not generic advice)
• E-E-A-T reconstruction checklist
• Priority matrix (all actions, Impact × Feasibility scored)
• 30-day humanization plan with expected AI score reduction
• AI detection tool results (pre-humanization baseline)

Key consumers:

• audit/content-audit — AI content findings feed into Phase 4 overall content assessment
• audit/onpage-seo — humanized content improves on-page engagement signals
• local/entity-audit — E-E-A-T experience signals strengthen entity authority
• ai-visibility/ai-seo — human-voice content + FAQPage schema = higher AIO citation rate
• cross-cutting/serp-trust-auditor — Trustworthiness dimension directly impacted by AI content patterns