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Brand voice deviation audit

Lives on SEO Tools → Content → Audit sub-tab → Brand Voice Deviation.

Before this audit, the brand voice fingerprint only influenced future AI generation (FAQ answers, HowTo steps, Recipe instructions, blog meta — all generated content respects the merchant's tone). Now it also audits existing catalog content.

What it scans

Pulls up to 500 recent active products + articles from store_resources. For each body_html, substring-matches (case-insensitive) every phrase in the fingerprint's avoidPhrases list. Counts hits per phrase per resource, capped at 10 per phrase to bound memory.

Sort: total hits descending, then phrase variety descending. Top 30 shown.

Three panel states

1. Brand voice not trained

Brand voice fingerprint not trained yet. Train it via Content Studio → Settings → Brand Voice card to enable this audit.

The Brand Voice card (Content Studio → Settings) takes 3-5 pasted article samples and synthesizes a RankEngine brand fingerprint.

2. Trained but no avoid-phrases

Brand voice fingerprint has no avoid-phrases configured. Add some to enable deviation detection.

Some merchants train just tonality + signature phrases without ban-list. The Brand Voice card UI supports adding ban-list manually after training.

3. Trained + has avoid-phrases (the audit)

Shows:

  • Avoid-phrases preview: top 8 of the configured list (with "+N more" if longer) + total resources scanned
  • Deviators table (when hits exist):
    Resource Type Phrases hit Total hits
    Premium Creatine Bundle product "very best" × 3, "industry-leading" × 1 4
    Buyer's Guide to Protein article "very best" × 2, "cutting-edge" × 1 3

Each phrase shown as a warning-toned badge "phrase" × N.

Why this matters

Brand voice consistency is a real E-E-A-T signal — Google's quality raters explicitly look for consistent voice across a domain. Off-voice phrases ("very best", "industry-leading", "cutting-edge" etc.) commonly creep in from:

  • Old copy written before brand voice was defined
  • Imported content from a previous platform
  • Theme placeholder text that wasn't replaced
  • Other apps that auto-generate descriptions

How to fix

Per-product: Edit the product description in Shopify Admin, or use Content Studio → Generators → Product Description Rewriter with your RankEngine brand voice applied.

Bulk: Currently per-resource only. Bulk-rewrite is a planned future surface.

Cost

Free-tier accessible. Pure local substring scan — no AI cost on the audit itself. The Brand Voice training (one-time, ~$0.05) is the only paid step in this workflow.

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