Frase Review
Solo sellers and small teams focused on blog SEO
Last updated 2026-04-08
Our verdict
Best value SEO content tool on the market. The SERP analysis alone is worth the starter price for any store running a blog.
Last reviewed: by Mark Dunne
TL;DR
Frase scores 8/10 for e-commerce sellers. Starting at $49/mo, it Frase is an SEO content tool that analyses the top-ranking pages for your keyword and helps you write content that competes. At $49/month it is one of the best values in the SEO content space for e-commerce blogs.
Solo sellers and small teams focused on blog SEO. How we test tools
What Does Frase Do?
Frase helps you write blog content that ranks. You enter a target keyword and Frase analyses the top search results for that term - headings, word count, topics covered, questions asked. It builds a content brief from this data and scores your draft against the competition as you write.
For e-commerce sellers running a blog to drive organic traffic, this is the core workflow: research what is ranking, write something better, and track your position. Frase handles the research and scoring. You handle the writing (with AI assist if you want it).
The platform now includes AI visibility tracking across multiple AI platforms, which is a newer addition. It also has an AI writing agent with 80+ skills for generating and optimising content.
How Does Frase Score?
How Much Does Frase Cost?
Plans are differentiated mainly by article limits, audit pages, and AI visibility platform coverage. Annual billing saves 20%. Extra articles and audit pages can be added as add-ons without changing plans.
Starter
$39/mo
billed annually
$49/mo if billed monthly
Professional
Recommended$103/mo
billed annually
$129/mo if billed monthly
Scale
$239/mo
billed annually
$299/mo if billed monthly
Enterprise
Contact sales
Plans are differentiated mainly by article limits, audit pages, and AI visibility platform coverage. Annual billing saves 20%. Extra articles and audit pages can be added as add-ons without changing plans.
What Features Did We Test?
SERP analysis
Best in categoryEnter a keyword and Frase pulls apart the top-ranking pages - their headings, topics, word counts, questions. This alone saves hours of manual research and shows you exactly what Google is rewarding.
Content scoring
Works wellAs you write, Frase scores your content against the competition. The score updates in real time and tells you which topics you have covered and which you are missing. Keeps you on track without overthinking it.
AI writing agent
AcceptableThe AI generates decent first drafts but the quality sits below Jasper for polished copy. Best used for generating outlines and filling in sections rather than writing complete articles. Still needs a human pass.
Content briefs
Works wellAuto-generated briefs pull in headings, questions, and topics from top-ranking content. Hand one to a writer (or use the AI) and the research is already done. Saves the most time of any single feature.
AI visibility tracking
AcceptableA newer addition that tracks how your content appears in AI search results. Covers 2-5 platforms depending on plan. Not as deep as Otterly or PromptWatch but useful as a bonus feature bundled with the content tool.
Internal linking suggestions
Works wellSuggests internal links between your articles based on topic relevance. Simple but effective for building site structure. Only available on Professional plan and above.
What Does Frase Do Well?
SERP research saves hours
Manually reading 10 competing articles to figure out what to write about takes half a day. Frase does it in 30 seconds and presents the data in a usable format. This is the feature that pays for the subscription.
Content scoring keeps you competitive
Writing to a target score based on what is already ranking removes the guesswork. You know when you have covered enough and when you are missing topics the top pages include.
Good value at the Starter tier
$49/month for 10 articles with full SERP analysis is cheaper than Surfer SEO ($89/month) for similar functionality. If you publish fewer than 10 blog posts a month, Starter covers you.
AI Agent handles multiple content tasks
80+ skills in one AI agent covers writing, optimising, reformatting, and summarising. Not the best at any single task but covers a lot of ground for the price.
Where Does Frase Fall Short?
UI feels dated
The interface works but it looks like it was designed a few years ago. Navigation is not always intuitive, especially when switching between research, writing, and optimisation views.
AI writing quality is mid-tier
The AI-generated content is functional but lacks personality. It reads like AI content. You will need to rewrite sections to make it sound like a real person wrote it, especially for brand-sensitive content.
Limited Amazon-specific features
Frase is built for blog SEO, not marketplace listings. If your content strategy is Amazon-focused, tools like DataDive or Jungle Scout are better fits.
Price jump between tiers is steep
$49 to $129 is a big gap. If you need more than 10 articles per month but fewer than 40, there is no in-between option. You can buy add-on articles but it adds up.
Who Should Use Frase?
E-commerce sellers running a blog for organic traffic
If SEO blog content is part of your growth strategy, Frase makes the research and writing process faster. The SERP analysis alone is worth the Starter price.
Small content teams publishing regularly
The Professional plan at $129/month supports 3 seats and 40 articles. Content briefs and scoring keep output consistent across multiple writers.
Budget-conscious sellers who want SEO tools
At $49/month, Frase undercuts Surfer SEO ($89) and Semrush ($140) while covering the core content optimisation workflow.
Who Should Avoid Frase?
Sellers who do not publish blog content
Frase is a blog SEO tool. If your content strategy is product listings, social media, or email, there is nothing here for you.
Anyone who needs polished AI-generated copy
The AI writing is functional but not polished. If brand voice and writing quality matter more than SEO scoring, Jasper is the better tool.
Amazon-only sellers
No Amazon-specific features, no listing optimisation, no keyword tools for marketplace search. Stick with DataDive or ZonGuru for Amazon content.
How Does Frase Compare to Alternatives?
| Frase | Surfer SEO | Jasper AI | SEOWriting.ai | |
|---|---|---|---|---|
| Starting price | $49/mo | $119/mo | $69/mo | $19/mo |
| Ease of use | 7/10 | 8/10 | 8/10 | 8.5/10 |
| Value | 9/10 | 7/10 | 6/10 | 8/10 |
| Amazon | 3/10 | 2/10 | 5/10 | 6/10 |
| Shopify | 5/10 | 5/10 | 6/10 | 7/10 |
| Overall | 8/10 | 7.5/10 | 7.5/10 | 7.5/10 |
| Best for | Solo sellers and small teams focused on blog SEO | Surfer has a more polished content editor and better integrations (Google Docs, WordPress). Frase has better SERP analysis and costs $40/month less at the entry tier. Both do the same core job. | Jasper is a marketing copy tool with brand voice training. Frase is an SEO research and writing tool with SERP analysis. Pick Jasper for ad copy and email, Frase for blog content that ranks. | SEOWriting.ai is cheaper ($19/month) and generates full articles faster with 1-click. Frase gives you more control over research and optimisation. SEOWriting for volume, Frase for quality. |
Sources and Further Reading
- Frase Pricing Plans-- Frase
- Frase Reviews on G2-- G2
- Frase Reviews on Capterra-- Capterra
What Platforms Does Frase Support?
Frequently asked questions
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