Frase - AI Tools That Mean Business

Frase: AI Tools That Mean Business

When I was first introduced to Frase a number of years ago – I was astounded by its ability to quickly collect data from across the internet, based on the keyword, term or phrase inputted. No sooner had I entered the keyword, ‘dog food’  – was I presented with the top 20 performing pages – with insight on the competitors’ content, headers, and the words they were including, to make their pages rank on pages 1 and 2 of the SERPs. Not only did this speed up research time, but it made content creation far more efficient and proactive. I saw content perform noticeably better with Frase’s input – alongside keyword research and incorporating other important SEO factors. Frase has evolved a lot since then; functionality now includes a whole array of exciting AI tools such as ‘Blog Title Ideas’, ‘Meta Description’ and ‘Article Writer’- which provides these based on the keyword inputted. With a multitude of AI tools making headlines and every tool clamouring to provide the best support, I wanted to showcase one that can truly make a difference, and provide some guidance on how to use some of the tool’s best features.

It should be noted that no AI writing tool will be able to match the creativity, insight and expertise that your content team has. AI tools can simply assist in efficiency and productivity – meaning the team’s time can be better spent elsewhere.



  1. What is Frase?
    a) Using Frase For Research
  2. Using Frase To Optimise Content
  3. AI Writing Tools Within Frase
  4. Pros and Cons for the AI Tool


What is Frase?

Frase is an AI writing tool that claims to speed up the time needed to research, write and optimise SEO content. It uses machine learning techniques and natural language processing to interpret, understand, and learn from online content, and provide you with output to help enhance your own. It can support writer’s block – especially when it comes to topics or industries that may be new to content writers. It can also support with tight deadlines – when time is of the essence and you need an article written quickly, providing research, data, topics and headers to help writers put high standard work out there – combined with their own brand knowledge.


Using Frase For Research

If – for example – your business deals with travel to South America and you want to write a piece of content on Peruvian holidays, in Frase, you’d click on ‘New Document’ and select/input the following:

  • Workflow: Create new content
  • Target Search Query: Peru holiday
  • Country: The country you’d like the piece of content to rank in
  • Language: The content’s language
  • Save To Folder (you could create separate folders for each of your campaigns or categories, or save work to a ‘General’ folder)

You’d then click, ‘Create Document’:

Frase will then process the top 20 Google results for the search query: peru holiday.

You’ll be provided with:

  • The average word count across the 20 pages
  • Average number of headers
  • Average number of links
  • Images

Frase - 'Peru Holiday'

In the ‘Overview’ section, you can delve into each of the top 20 results, as you’re provided with:

  • The headers that feature within each competitor’s ranking content
  • Examples from the website’s content, that you can paste into the document to reword
  • The ‘Write about this’ function – which will help rewrite the content for you
  • ‘Explore Page’, which shows you the headers, the content underneath and then you can also paste and/or ‘Write about this’

Not only does this give you insight into what competitors are writing about in relation to Peruvian holidays – it also supports writing efforts too.

Please note: Don’t just copy and paste competitors’ content, as this could cause copyright and duplication issues, landing your company in big trouble. Content should always be original, brand-oriented and written with customers in mind. It’s your (and/or) your agency’s creativity that Frase is missing and this shouldn’t go untapped.

The ‘Headings’ section provides all the headers featured within the top 20 search results. What’s interesting is that you could select a header (e.g. ‘Discover Peru’), copy and paste it into the Frase document on the left, click ‘Write’ and Frase will provide you with content to go along with it, like so:

Frase - 'Peru Holiday' 2


Another way of doing this would be to click on one of the headings, select, ‘Write about this’, and see how Frase rewrites and produces content from your competitor’s work. You can even ‘Load More’ for greater inspiration:


Frase - 'Discover Peru"

You can also filter results by keywords too, if you’re looking for something more specific – for example, ‘Peru family holidays’.

If you click on ‘Questions’ – you’ll be provided with questions that feature on the top 20 results pages – great for FAQ sections and providing support to your customers:


Frase - SERP Questions


  • ‘People Also Ask’ provides questions from the internet. You can again, paste these into the document, click ‘Write’ at the bottom, and it will provide an answer, that you can add your brand knowledge to, making it unique.
  • ‘Quora’ and ‘Reddit’ provide related questions from the websites, which can show you what the general public is thinking about and asking in relation to the target query.


Drawing inspiration from competitors is ok, but ensure your FAQ sections truly answer the needs of your audience, and support them in a way that only you know how.

‘Stats’ is where you can find data that could be useful for your content, For example, Frase brought up tipping information for Peru restaurants, and how the majority of bars and restaurants already include a 10% gratuity. Stats can help to back up the points you raise in your work too, so this section is always worth checking out.

Similarly, the ‘News’ section will provide articles and blogs from sources Frase deems relevant – this could include top industry magazines and public service providers. Industry sources are great for learning more about a topic, and – in the case of ‘Peru holidays’ – could provide extensive detail on everything from places to visit, food and culture through to shopping, language and things to be aware of. 

Lastly, ‘Wiki’ will provide articles from the site, links to the articles, as well as the ability to rewrite them within Frase for your own content. Always be careful with Wikipedia articles – you never know how trustworthy the sources are.


Using Frase To Optimise Content

Let’s say you’d written a piece of content on ‘Restaurant Insurance’ and wanted to check if it was optimised for the keywords, terms and phrases that related to this. You could transfer your content into Frase, click ‘Optimize’ and then be provided with words and phrases to include – based on what’s included in the top 20 ranked.


Frase - Restaurant Insurance

As per the example, Frase deemed the inputted content as 28% optimised, based on the keywords, terms and phrases within the content. Frase has also provided terms such as ‘legal costs’, ‘restaurant owner’, ‘restaurant insurance quote’, ‘business interruption insurance’, ‘business owner’, ‘kitchen equipment’ and ‘legal requirement’ as terms that should be included – and this would be up to the writer’s discretion – taking brand relevance into account.


The numbers specify – on average – how often the terms should appear within the content: 

  • Green – All good
  • Yellow – You’ve added the term, but not the optimum amount
  • Grey – The term hasn’t been included yet in your work 


You can also filter by ‘Titles’, ‘Headers’ and ‘Top Topics’ (among other useful options) – to ensure your focus keywords/recommended terms appear within them, should you so wish it.

What’s more, you could also run the ‘Optimize’ tool before writing your content, to get an idea of the terms and phrases you should be including within your content, like so:


Frase - Restaurant Insurance 2


You can delve further into the keywords provided too – for example – clicking ‘Public Liability Insurance’ – to see the sources and what’s been written about the term.

You can then copy and paste the content across, highlight it, and ‘Rewrite’ – either sentence by sentence, or paragraph by paragraph:


Frase - Public Liability Insurance


The ‘Expand’ tool includes: ‘Write about this’, ‘AI Command’ and ‘Insert Transition’:


Frase - Public Liability Insurance 2


  • ‘Write about this’ will add more content underneath, based on the content already in the document
  • ‘AI Command’ will break up the content into relevant chunks – for example, it may suggest what’s included within restaurant insurance, and provide detail on this too
  • ‘Insert Transition’ provides ideas for extra content you may want to include, based on transitional words, such as:


Frase - Insert Transition


As above, don’t just copy and paste competitors’ content. Adding in your own brand style, tone of voice and USPs are what’s going to make your content stand out and engage audiences – and keep them coming back for more.

What’s more, you can optimise content already online. Simply select a ‘New Document’, click ‘Optimize existing content’ and add the URL you’d like to optimise. Then, insert the target search query/term you’d like to optimise the page for (you can add more than one by clicking on the ‘+’) and then click, ‘Create Document’.

Frase will then import the content, analyse the top 20 ranking pages for the search query/term and provide keywords, terms and phrases to include. This can be great if key pages have seen a dip in rankings and you want to help boost them again.


AI Writing Tools Within Frase

There are multiple AI Write tools in Frase, which can be filtered along ‘SEO’, ‘Long Form’, ‘Q&A’ and ‘Rewrite’ tools for example. These tools include:

  • Featured Snippet: Generates a list of steps that explains how to do something
  • Meta Description: Provides meta description options based on the title of the content and the keywords you’d like including
  • Outline: Creates an outline from a keyword or title, which can help structure your content.


Frase - Outline


  • Article Writer: Provides a draft based on the title inputted
  • Commands: Tells Frase what to write about, based on a command word – e.g. Newcastle
  • Listicle Generator: Offers possible headings and paragraphs, like so:


Frase - Listicle Generator


  • Bullet Point Answers: Turn an inputted question into a list of answers
  • Paragraph Answer: Insert a question, and be provided with a paragraph-length answer
  • Feature – Benefit: Add an overview of a product or service and be provided with possible benefits to enhance descriptions


Pros and Cons for the AI Tool

Beyond speeding up research time, supporting content planning and aiding content writing, Frase can also provide further optimisation recommendations to enhance work. The tool is also being added to all of the time, and there are weekly seminars to provide demos, which could help train up team members in how to use the tool too. You can also find helpful Frase guidance here.

However, output should always be sense-checked (including grammar) and you should do your utmost to ensure you aren’t just copying others’ work. When it comes to creating content, you should also keep your brand’s TOV and brand guidelines in mind – as this is what will help make it original, useful and engaging too. With Frase, anyone could write about Peruvian holidays or restaurant insurance. With your own insight, you can make the content far more interesting.


If you’re looking for further content guidance, from writers with a wealth of experience and expertise – why not contact us today and we’d love to chat with you.