Using Frase to Create Content that Ranks
Valuable and relevant content that ranks well on search engines can drive thousands (or millions) of motivated visitors to your site on a regular basis. With a simple process in place, it's easy to nudge these visitors towards a conversion point or capture them as leads.
This guide will walk you through using Frase to create content that ranks.
More specifically, we'll cover:
- SEO and You
- Why Creating Content that Ranks Matters
- Topically Relevant Content is What Really Matters
- Using Frase to Create Content that Ranks
- The Anatomy of a Frase Document
- Using Frase to Draft SEO Content
- Optimizing Drafts Before Publishing Them
SEO and You
SEO, or Search Engine Optimization, is one of the most effective marketing practices employed today. An effective SEO strategy can bring millions of new visitors to your site and result in a serious influx in revenue.
And unless you have an unlimited budget and can afford to spend a fortune on ads, creating content designed to rank is the most impactful thing you can do to attract your audience to your site.
Why Creating Content that Ranks Matters
Creating high-ranking content on search engines gets the attention of people who are actively looking to digest content quickly. It's that simple.
Gone are the days where advertising is dominated by Fortune 100 companies taking out ads in newspapers or sending direct mail campaigns via snail mail.
Technology has armed consumers with the ability to discover new products and services on their own. This is done primarily through search engines. And the savvy marketer knows this.
Since most people are simply trying to solve a problem, most search queries are not for product names. As a result, effective SEO content can help attract users at multiple stages of the buyer's journey, it can create brand awareness, and it can drive revenue.
The problem is that 97% of searchers don't check out results on the second page. So SEO content that ranks on the first page is very very important.
Topically Relevant Content is what Really Matters
So what are the factors that determines how highly a piece of content ranks?
There are three key factors:
On-page SEO: Focuses on the content “on the page” – ie how to optimize the content, such as structure, text and images, to increase the site’s ranking for specific search terms.
Off-page SEO: Here the focus is on the number of backlinks. The quality of these helps you build trust with search engines. Higher trust = higher rankings.
Technical SEO: This is about your website’s architecture and backend. Google cares as much about the code of a website as the rest of the content. Some common areas that can be optimized from a technical perspective are:
Google's ranking algorithm is a black box, but what we know for sure is that creating content that is topically relevant to the searchers search query is by far the most important factor.
As a writer, you should focus on making sure that your content is as relevant as possible to what your searchers are looking for.
But how do you know what's relevant to include and what's not?
That's where Frase comes in.
Using Frase to Create Content That Ranks
Frase uses state-of-the-art AI to help you create content that is relevant to your searcher's intent. Every good SEO process starts with topic research, which we explain in this guide.
Once you've identified the topics and queries you want to rank for, it's time to get started with Frase Documents.
Follow the guide below to get started.
The Anatomy of a Frase Document
Frase takes any search query that you want to rank for and, in seconds, analyzes the top 20 Google results for that query. This analysis provides critical insight into the topics, subjects, headers, etc. that the best performers on the internet are including in their content.
This comparison will arm you with the insight you need to create SEO content that can outranks them.
In order to use Frase successfully, it's important to understand the layout of Frase's Document Editor, shown below.
Editor Tabs: Use these tabs (highlighted in blue above) to switch between curating a content brief and creating long-form content; you can add two extra tabs. Particularly helpful if you're using Frase for your full content creation process.
Right Side Panel: Frase's right-side panel (highlighted in red above) includes an ocean of research for automated content briefs and outlining, optimization with the Frase's Topic Score ("Optimize" tab), and of course, "AI Writer" and "Templates" which are the two AI writing tabs.
Download/Share: Many Frase users work with writers, editors, or freelancers. The download dropdown (red arrow) makes it easy to share your work with anyone. In the window that populates when clicking the green Share button on the right side, users can "Share the Full Document" by copying that link to have access to Frase's editor, or "Share Content Brief (read only)" by copying that link to have a non-editable look at the Content Brief tab.
Research Panel Overview
Frase's panel on the right side is composed of 6 core tabs (highlighted in red below).
- SERP: Frase analyzes the top SERP results for your search query and provides average word, header, and link counts (and more with the SEO add-on). It also returns each of the top results, including an outline for each. A user can then filter by Headers, Links, and Statistics (and also "Related", more sources outside the top 20)
- Brief: Frase can automate a content brief to aggregate the exact information you want from the SERP results; a read only snapshot of your "Content Brief" tab in the editor will also be visible if the brief is automated
- Optimize: Frase scans the top 20 search results for your query (or whichever sources you include in the list) and automatically extracts their key topics. Use this Topic Score insight to fill topic gaps and work on making your content more comprehensive.
- Question: Frase automatically extracts questions from search results. You can then click on these questions and inspect the answers your competitors provided. Frase also provides questions from Google's "People Also Ask," Quora, and Reddit.
- AI Writer: Allows you to set Background Context for the AI writer to anchor the document and also navigate to AI templates
- Templates: Templates that have targeted inputs and more specific outputs from the AI writer (paragraph answer, rewriter ect.)
Using Frase to Draft SEO Content
Frase supports the full content workflow: strategy, briefing, optimization, and yes, creation.
We recommend starting by creating a Frase Content Brief, though doing so is not required.
The document editor, as shown above, is 100% editable. You can use it the same way you would a Microsoft Word or Google Document. But unlike these text editors, Frase comes with an ocean of SEO research right at your fingertips.
Using the tools outlined above, you can make sure that you're creating quality content that's relevant to a search query. When you're done with your draft, you're a click away from exporting it and sharing it with an editor.
Optimizing Drafts Before Publishing Them
Frase compares your content against your SERP competitors' content and gives you a step-by-step roadmap on the content improvements you need to make in order to improve your ranking.
With Frase, you can touch up un-published drafts to ensure that they're SEO-strong right out of the gate. Review the steps outlined in the video below to get started. And check out our articles regarding Content Optimization.