How to Engineer Rank-Ready Content Briefs with Frase (The “Dual-Score” Protocol)

⚡ Workflow Specs

• Tools Required: Frase.io (Solo/Team Plan)

• Time: 15 Minutes per Brief

• Cost: Paid (Starts ~$45/mo)

• Difficulty: Advanced

The Scenario

Most SEOs use Frase incorrectly, they just click “Generate Outline” and hope for the best. This results in “me-too” content that mimics competitors but never outranks them. This workflow uses Forensic SERP Analysis and GEO (Generative Engine Optimization) to build a brief that doesn’t just match Page 1, it mathematically forces Google and AI engines (like Perplexity) to cite you as the authority.

Step-by-Step Instructions

Phase 1:

The SERP Heatmap Extraction

Technical Insight: Do not rely on the automatic “Quick Brief.” You need to inspect the “Content Gaps” visually. We are looking for what competitors missed, not just what they wrote.

1. Create a new document in Frase and enter your target keyword.

2. Click “Research” in the right sidebar to open the SERP analysis.

3. Toggle the view from “List” to “SERP Heatmap” (the grid icon).

   • Why? This visualizes the heading structure of the Top 20 results side-by-side.

4. Scan for red/empty blocks in the heatmap. These represent topics that competitors failed to cover.

5. Click on the heading of a Top 3 competitor to open their full outline.

6. Select their best H2s and “Paste” them into your brief.

7. Inject the “Gap” topics you found in Step 4 as new H2s. This is your “differentiator” signal.

Phase 2:

The “People Also Ask” (PAA) Scraping

Technical Insight: Google explicitly tells you what users want via PAA boxes. Frase scrapes this live. Ignoring this data is SEO suicide.

8. Scroll to the “Questions” tab within the Research panel.

9. Filter by “People Also Ask” (PAA).

10. Drag and Drop the top 3 most relevant questions directly under your H2 headers.

11. Label these as “FAQ Schema Targets” in your brief.

    • Instruction to Writer: “Answer these specific questions in 40-60 words to target the Featured Snippet.”

Phase 3:

The Topic Score Architecture

Technical Insight: The “Topic Score” line (Yellow) represents the average semantic density of the Top 20. Your goal is not to match it, but to exceed it by 20%.

12. Navigate to the “Optimize” tab.

13. Identify the “Long Tail” keywords (multi-word phrases) that have 0/1 usage in your current draft.

14. Cluster these keywords. Do not just list them.

    • Bad Brief: “Use keyword ‘enterprise software’.”

    • Engineered Brief: “Section 3 must discuss ‘enterprise software integration’ and ‘API scalability’.”

15. Set a target Word Count that is 15% higher than the average shown in the “Overview” tab.

Phase 4:

The GEO (AI Citation) Check

Technical Insight: Modern SEO is also about being cited by AI (ChatGPT/Perplexity). Frase now scores for “Generative Engine Optimization”.

16. Check the “GEO Score” (if available in your plan) or ensure “Entity Density” is high.

17. Add a distinct section in your brief called “Definitions & Data”.

    • Instruction: “Define ‘Term X’ clearly in the first sentence. Use a bulleted list for statistics.”

    • Why? AI models prioritize structured data and clear definitions when generating answers.

Phase 5:

The “Gap” Export

18. Click “Export” > “Share Link” (Read Only).

19. Send this to your writer. It is no longer a list of keywords; it is a mathematical blueprint for ranking.

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