Meet Frase: Our New Content Optimization Tool

Back in May 2024, we adopted Positional as our tool for optimizing our range of content. Whether it’s a regular guest post or an on-site blog post, every piece our team writes undergoes this process to enhance its prospects of ranking at the top. Every content order you make comes with a Positional link for your review.

Then, in May this year, Positional announced its shutdown—seemingly out of the blue. It wasn’t until later that we learned that it had been acquired by daydream, a San Francisco-based company specializing in building organic growth engines. The tool has since merged with daydream’s range of GEO and SEO services.

(And yes, that’s how the company’s name is written—in lowercase.)

That left our Content team without an optimization tool to rely on. Fortunately, it didn’t take long before we found a successor in Frase.

According to the company’s official LinkedIn profile:

“Frase is an all-in-one AI writing and content optimization platform that streamlines, accelerates, and scales your entire content workflow, empowering you to boost organic growth across SEO, AEO, and GEO, support lead generation efforts, and strengthen your brand visibility and authority across channels.

With Frase, you’ll create content that gets discovered everywhere—by both human readers and AI systems.”

By June, our team had completed onboarding and integrated Frase into its content creation workflow. One thing we noticed right away is that it’s more lenient than Positional when it comes to keyword variations. Unlike Positional, where the keywords must be down to the letter, Frase considers singular words when it calls for plural ones and vice versa.

Although Google tends to treat singular and plural words differently due to distinct search intent, it also knows when both share a common context. In the example above, there’s no distinction between “HVAC system” and “HVAC systems” as they mean the same thing.

We also took the opportunity to update our optimization criteria. Back then, the minimum optimization score was set at 50% because Positional didn’t show the average score for a specific keyword. With Frase, the average score shown broadens our optimization options.

As such, we changed the minimum to 10 percentage points below or above the average score. If the average score for the keyword “HVAC maintenance” is 48%, we optimize the content until it reaches at least 38%. Of course, we endeavor to aim for the high end (even beyond) to give your content every chance to rank high in search results.

Frase provides each piece of optimized content with two links. The editable link is for our team’s use, while the public link is provided to our clients.

Frase isn’t without its drawbacks, though. If you requested a Content Review in your order, accessing the editable link requires signing up for a Frase account. We work around this by copying and pasting the final output to a Google Docs file and sharing the link. It’s set up so you can edit the article or add comments if necessary, even without a Google account.

Even as the developer began integrating AI-assisted features, Frase will remain a content optimization tool. No machine can ever substitute human creativity.