Keep Your Content CRISP: The New Framework for AI-Era SEO

Using the CRISP Framework to Improve SEO Content Quality

Google’s AI Overviews are changing search. ChatGPT answers questions instantly. Business owners ask: “How does my website compete?”

Here’s the reality: you’re not competing with AI by writing generic 20,000-word essays. You win by filling the gaps AI can’t.

The secret? The CRISP Framework: Current, Referenced, Informed, Specific, Provable.

Let me show you why it works.

Research shows that 64% of Australian customers say…

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The Problem with Vague Claims

See what I almost did there? I was about to write: “Research shows that 64% of Australian customers say shared values are the main reason they trust a business.”

Sounds authoritative, right?

But here’s the problem: I can’t actually verify that claim.

When I tried to find the source:

• • The most plausible origin is a 2012 HBR article, but it’s not about Australia—and even that article doesn’t cite primary research
  • The author? A marketing agency manager, not a researcher
  • Similar claims point to sources like this Twilio report that surveyed just 300 people
  • No methodology. No sample size. No date.

This is the epidemic of fake statistics online. Numbers that sound like facts but have no verifiable source.

(If you want a fun dive into this problem, watch Kurzgesagt’s video: AI Slop Is Destroying The Internet)

This is exactly what AI does wrong unless you force it to provide accurate citations. Vague claims without sources. Generic statements that sound impressive but prove nothing.

The CRISP Alternative

Instead of that vague 64% claim, here’s what I can say with proof:

The Australian Government Style Manual states:

> “Use personal pronouns (like ‘we’, ‘you’, ‘us’) when it suits the voice and tone. A direct, active voice and tone helps to engage users.”

See the difference? The first was an unverifiable statistic. This is a specific quote from an official source you can check yourself.

Where to Find Real Data

If you don’t have your own facts, look for technical reports from government agencies and reputable bodies that explain their methodology:

Example: Food Standards Australia Consumer Insights Tracker 2023

> “Online survey of approximately 1,200 Australian and 800 New Zealand consumers aged 18+ years. Based on a nationally representative sample by interlocked quotas of age, gender and location. The CIT consists of approximately 40 quantitative questions that measure consumer trust and confidence…”

See the specific details? Sample size, methodology, quotas. That’s how you know the data is reliable.

This is what CRISP content looks like.

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Pro tip: You can even use myth-busting for SEO. Example: “Shark Attacks Buffalo in Kruger” often ranks first for that phrase—because it debunks the clickbait claim with facts. That’s another CRISP tactic entirely.

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Why E-E-A-T Doesn’t Matter (Really)

You’ve probably heard about E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). SEO professionals treat it like gospel.

But here’s what Google actually says:

“Search raters have no control over how pages rank. Rater data is not used directly in our ranking algorithms.” — Creating helpful, people-first content (Google Search Central, updated 2025-09-22)

E-E-A-T comes from Google’s Quality Rater Guidelines – a manual for human evaluators who test search results. It’s conceptual guidance, not a ranking algorithm.

The SEO industry amplified it beyond its purpose.

So what does matter?

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The Training Data Gap: Your Real Opportunity

AI models like ChatGPT are trained on data with a cutoff date. ChatGPT doesn’t know what happened after its training ended. When someone asks about current information—course dates, prices, local events—AI searches the web.

And that’s where your content wins.

Look at these Google AI Overview examples:

Dangerous Goods Course Newcastle:

• • “November 10th & 11th and the 22nd & 23rd, with December dates including the 1st & 2nd and 13th & 14th”
  • “Saturday 1st & Sunday 2nd November 2025, Monday 10th…”

Driveway Cost Newcastle:

• • “$65 to $160+ per square metre”
  • “Plain concrete $65-$85 per square metre”
  • “Coloured Concrete $75-$95 per square metre”

Notice the pattern? Specific, current, provable details.

That’s the gap between stale training data and real-time information. That’s where you win.

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The CRISP Framework

Let’s make this actionable. Here’s what makes content valuable in 2025:

C – Current

Fresh information beyond AI training cutoffs.

❌ Generic: “We offer various training courses”
✅ CRISP: “November 10th & 11th dangerous goods course – $450 (includes certification)”

Why it matters: AI can’t answer “When’s the next course?” from memory. It searches. Be the answer.
Practical tip: Include dates, schedules, current pricing, availability. Use schema markup (LocalBusiness, Event, FAQ) so AI agents can parse your data easily.

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R – Referenced

Proper citations. Not “research shows…” but “According to [source, date]:”

❌ Vague: “Studies indicate customers prefer transparency”
✅ CRISP: The Australian Government Style Manual (2025) states: “Choose words that people are familiar with”

Why it matters: Builds trust. Proves you’re not making it up. Shows you did the research.
Practical tip: Use our deep research tool. Don’t publish claims you can’t cite. Link to official sources.

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I – Informed

First-hand expert knowledge. Your experience is the value.

❌ Generic: “Concrete driveways are a popular choice for homeowners”
✅ CRISP: “In 15 years of concrete pumping in Lake Macquarie, we’ve found exposed aggregate handles coastal conditions better than plain concrete—salt air damages plain finishes within 5 years”

Why it matters: AI can scrape generic advice from thousands of sources. It can’t invent your experience.
Practical tip: Start paragraphs with “In our experience…” or “We’ve found…” Share actual insights from your work.

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S – Specific

Exact details. Numbers. Locations. Names.

❌ Generic: “We offer competitive pricing”
✅ CRISP: “Plain concrete driveways in Lake Macquarie: $65-$85 per square metre. Decorative finishes (exposed aggregate, coloured concrete): $100-$150 per square metre. Council permits: $100-$400”

Why it matters: AI agents need structured data to answer questions. Vague content doesn’t get featured in AI Overviews.
Practical tip: Answer the questions customers actually ask. Include units, timeframes, conditions.

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P – Provable

Facts you can verify. If you can’t cite it, don’t claim it.

❌ Unprovable: “We’re the best in the industry”
✅ CRISP: “Our team completed 47 commercial concrete projects in 2024, averaging 4.8-star reviews on Google (based on 120+ verified reviews)”

Why it matters: Trust. Credibility. Google rewards content people trust.
Practical tip: Internal data AI can’t invent. Customer counts. Project numbers. Review scores. Real metrics.

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Real Examples: What Gets Featured in AI Overviews

Let’s look at actual websites winning with CRISP content. These pages appear in Google’s AI Overview boxes because they answer questions AI can’t answer from training data alone.

Example 1: Coast to Valley Garage Doors

Search query: “space for garage door install”
AI Overview snippet: “A manual configuration requires at least 100mm on each side, while motorised systems typically need 150mm or more.”
Why it wins:

• • Specific: Exact measurements (100mm vs 150mm)
  • Informed: Distinguishes manual vs motorised requirements
  • Current: October 2025 page update
  • Provable: Technical specs contractors need

This answers a question AI can’t answer from memory. It requires current expert knowledge about installation requirements.

Example 2: Aztech Solar

Search query: “kwp to kwh”
AI Overview snippet: “1 kWp corresponds theoretically to 1,000 kWh per year. NB: do not forget that the Wp remains a theoretical value that corresponds to optimal solar radiation.”
Why it wins:

• • Specific: Exact conversion formula (1 kWp = 1,000 kWh/year)
  • Informed: Explains the caveat about theoretical vs actual
  • Referenced: Technical accuracy with context
  • Provable: Verifiable calculation

This explains a technical concept with precision AI agents need for structured answers.

Example 3: SXM Machinery

Search query: “tractor slasher”
Featured content: “Our Slasher range offers: 3.6ft, 4ft, 5ft, 6ft & 8ft. 45hp to 100hp; standard powder coat and galvanised decks.”
Why it wins:

• • Specific: Exact size range and power specifications
  • Current: Current product lineup
  • Informed: Shows expert knowledge of tractor equipment
  • Provable: Measurable specifications

The Pattern

Notice what these winning pages share:

✅ Answer technical questions with exact numbers
✅ Provide information AI can’t invent
✅ Use units, measurements, specifications
✅ Written by experts who actually know their field
✅ Focus on helping people, not gaming algorithms

This is CRISP content in action.

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The “Would You Read It?” Test

Here’s the simplest quality check:

If you wince at the thought of reading your own page, don’t publish it.

SEO consultants tell you to write 20,000-word essays to “rank for keywords.” But would you read that? Would your customers?

Write pages you’re willing to read. Because if you wouldn’t read it, why should anyone else?

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Practical AI Workflow: Assistant, Not Replacement

AI is a tool, not a writer. Here’s how to use it:

❌ Bad Prompt:
“Write a blog post about concrete driveways”
✅ Good Prompt:
“I need to structure information about concrete driveway costs in Lake Macquarie. Here are the facts:

• • Plain concrete: $65-$85/sqm
  • Exposed aggregate: $100-$150/sqm
  • Council permits: $100-$400
  • Common mistake: not checking drainage before pouring
  • Our insight: exposed aggregate lasts longer in coastal conditions

Help me organise this into a clear, readable format.”

See the difference? You provide the CRISP content (current, referenced, informed, specific, provable). AI helps structure it.

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Writing Techniques for CRISP Content

Now let’s talk about how to write so your content doesn’t sound AI-generated. These techniques make your expertise shine through.

1. Ban AI Vocabulary

Professional editors can spot AI-generated content instantly. These words are dead giveaways:

Delete these entirely:

• • “Journey,” “embark,” “realm,” “tapestry”
  • “Delve,” “dive into,” “explore the intricacies”
  • “Unlock,” “unleash,” “harness,” “leverage,” “empower”
  • “Premium,” “superior,” “exceptional,” “unparalleled”
  • “Comprehensive,” “holistic,” “robust,” “seamless”
  • “Tailored,” “bespoke,” “curated”

If you see these in your draft, they’re AI tells. Delete them.

2. Vary Your Sentence Length

AI creates predictably uniform sentences. Every sentence is roughly the same length. This creates boring, mechanical rhythm.

Humans don’t write like that.

Mix it up. Some sentences are short. Punchy. Others flow a bit longer as they explain ideas, adding context that helps readers understand what you’re talking about—though you don’t want them too long because that gets exhausting.

See the difference in rhythm?

3. Use Australian Plain Language

The Australian Government Style Manual gives excellent guidance:

Use contractions:

• • “it’s” not “it is”
  • “don’t” not “do not”
  • “we’re” not “we are”

Use simple words:

• • “use” not “utilise”
  • “help” not “facilitate”
  • “about” not “regarding”
  • “start” not “commence”

Use personal pronouns:

• • “We install…” not “ABC Company installs…”
  • “You’ll need…” not “Customers will need…”

This isn’t dumbing it down. It’s respecting people’s time.

4. Add Personality with Punctuation

AI stays safe and neutral. Humans show character.

Use punctuation strategically:

• • Bold for key points
  • Italics for emphasis
  • Parentheses for asides (like this)
  • Questions to engage? That work?

Break grammar rules intentionally:

• • Start sentences with “And” or “But”
  • Use sentence fragments. For impact.
  • Choose clarity over correctness

5. The Audio-to-Text Method

One of the most powerful techniques for natural writing:

1. Record yourself talking about the topic (voice memo on your phone)
2. Transcribe it (ChatGPT can transcribe quickly)
3. Edit out “um”s and incomplete thoughts
4. You’ll have an 80% complete draft that sounds authentically human

This works because you naturally speak in a conversational tone. You can’t fake authenticity when you’re literally talking.

6. Read Everything Aloud

Before publishing anything, read it aloud.

If you stumble over sentences, rewrite them.
If you wouldn’t say it to a customer over coffee, delete it.
If it sounds like a corporate press release, start over.

Your ears catch what your eyes miss.

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Real Example: CRISP in Action

Let’s see the difference:

❌ Generic (sounds like AI):
> “We provide comprehensive concrete solutions with unparalleled quality and exceptional service throughout the Newcastle region.”
✅ CRISP:
> “Concrete driveways in Lake Macquarie cost $65-$150 per square metre depending on the finish. Plain concrete sits at the lower end. Decorative finishes like exposed aggregate or stamping cost more. Council permits run $100-$400. Book now for March 2025 availability.”

Which one answers the customer’s actual question?
Which one would YOU read?
Which one appears in Google AI Overviews?

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The Bottom Line

Don’t try to be a generic encyclopedia. AI will always win that game.

Be a specific, experienced guide. Share what only you know:

✅ Current – Post-training information
✅ Referenced – Proper citations
✅ Informed – Your expert experience
✅ Specific – Exact details
✅ Provable – Verifiable facts

Keep your content CRISP.

That’s your advantage in the AI era.

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Quick Checklist: Is Your Content CRISP?

Before publishing, check:

CRISP Framework:

• • [ ] Current – Includes dates, prices, or timely information?
  • [ ] Referenced – Claims have sources with links?
  • [ ] Informed – Shows first-hand experience or expertise?
  • [ ] Specific – Contains exact numbers, locations, details?
  • [ ] Provable – Facts can be verified?

Writing Quality:

• • [ ] Banned AI words – No “journey,” “delve,” “leverage,” “seamless”?
  • [ ] Varied sentence length – Mix of short and long sentences?
  • [ ] Plain language – Used contractions and simple words?
  • [ ] Personal pronouns – “We/you” instead of company name?
  • [ ] Read aloud – Did I read it? Does it sound like me?

The Ultimate Test:

• [ ] Would I read it? – If you wince, don’t publish

If you can tick all these boxes, you’ve created content AI can’t replicate.

And that’s exactly what will win in 2026.

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Need help implementing the CRISP Framework? Jezweb specialises in content strategy for the AI era. We help businesses create CRISP content that gets found, trusted, and chosen.
Contact us to discuss your content strategy.