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How to Optimize Your Content for SEO Using Document (+ Bonus Tips)

A screenshot of the filtering option inside the heatmap

If you’ve been searching the Internet for writing content tools, or content optimization tools, your search ends here.

As a business owner, content marketer, or content editor, having a platform that contains all of the content marketing tools you need to create quality content for your audience will surely make your content curation so much easier and faster to nail so that you focus on other tasks that require more time and effort to gain traction.

However, because many content creators get pushed out in the long run from their ranking positions by Google after its updates—especially if you’re using Artificial intelligence (AI)—you want to make sure that you have a content marketing tool with super advanced options for your content generation strategy when the stakes are high, which is exactly what we love about (Yes, that’s why many content creators have resolved to use AI-generated content.)

Now, is a powerful tool for your content creation process in general as well as for producing high-quality content; it can help you write your long-form content, create a content outline as well as detailed content briefs, and even brainstorm content ideas.

But it’s also an excellent Search Engine Optimization (SEO) tool for content marketers, content editors, and business owners who wish to create high-quality SEO content (and even form a stellar SEO-optimized content marketing strategy) without screwing up their user experience, which is our main focus in this article.

To use’s content optimization feature, you want to click on the “Optimize” tab at the far right of your screen.

To give you hands-on experience with’s optimization tool, let’s take a closer look at the elements inside a Frase doc we have for one of our published articles. 

Note: In case you currently don’t have any documents on, we highly recommend that you paste an article into a new Frase doc to compare your findings with our own.


The Topic Score 

You’ll find your topic score at the top left once you click on the “Optimize” tab.’s Topic Score helps you track the comprehensiveness of your article in relation to your top 20 ranking competitors.

For this example, let’s take a look at our article 7 Magical Ways to Nail Your Niche with Google Trends.

A Screenshot Illustrating'S Topic Score

The optimal rate you want to target is that your score meets or is higher than the average score across your competitors. 

To understand this concept better, let’s tap into your competitors’ comprehensiveness average score.

Your Average Competitor Score 

 When you go to the “Optimize” tab, you’ll notice a gold bar most likely positioned slightly in the middle of your Topic Score bar. This gold indicates the average score across the top 20 performing competitors.

Once you hover over this gold bar, you’ll see the exact average score that you want to either reach or exceed.

A Screenshot Illustrating Average Competitor Score Using Optmize Tab

In our case, our topic score (“92%”) surpasses the average score across our top 20 ranking competitors on the SERP.

Note: You don’t need to get your topic score to 100%, specifically if such optimization would make you compromise your article’s readability. If not closely monitored, getting your topic score to 100% might entail more risks of keyword stuffing.

Remember, you write for your reader first; Google afterward.  

The Topic Blueprint

When you go to your “Optimize” tab, you’ll find a long scrollable list of topics/keyphrases. This list is’s Topic Blueprint.

A Screenshot Of The Topic Blueprint In Optimize Tab

It also shows you the number of sources that tackled every topic on your list, thus helping you prioritize your topic coverage.

On top of that, you can type a specific keyphrase in the search bar to see if it’s worth targeting.

A general rule of thumb is that the more sources cover a specific topic, the more pivotal it is for you to cover it.

A Screenshot Highlighting The Search Bar And Number Of Sources Inside The Optimize Tab’s Topic Blueprint is essential for you because it allows you to know the topics that your competitors on the first Search Engine Results Page (SERP) are ranking for without all the guesswork that goes into manually analyzing your competitors’ pieces of content.

In other words, it saves you time and energy so that you can focus on what truly matters (i.e., ranking on the first SERP).

Understanding the Colors of Topic Scores

If you’ve been doing the practical work step by step with us, chances are you’ve already seen different colors within your Topic Blueprint. So let’s cover them in detail here.

1. Not Mentioned

Whenever you find a topic with a gray-colored tile, that means, your competitors covered that topic but you still haven’t covered it yet. In fact, you’ll always find the number zero (i.e., not mentioned) inside gray tiles. 

A Screenshot Highlighting The Gray Tiles Detected By Frase'S Ai

Note: If you hover over the gray tile, an infotip will appear to you, giving you a detailed illustration of the topic along with the average frequency at which your competitors targeted that specific topic. 

A Screenshot Showcasing Frase'S Infotip

This information can help you make more informed decisions on whether or not it’s necessary for you to cover the topic in your article.

2. In Progress

Now we don’t have any orange tiles in our Google Trends article because it’s fully optimized, so let’s add any appropriate gray-colored topic and see what happens.

For this example, we’ll add the keyphrase, “Target audience.”

A Screenshot Showcasing'S Real-Time Change Feature Inside Its Optimization Tool

As you can see, there is a real-time change here in Frase that tells us that we have repeated the keyphrase (“target audience”) in our article once out of three times.

If we hover over it, Frase AI will give us the optimal frequency we might want to aim for.

Note: Just for the record, there’s a 1% increase in our Topic Score because we’ve added another topic of our competitors’ (“target audience”) to our article. Put differently, you don’t have to wait for your topic to turn green in order for it to count. 

3. Completed

You should’ve guessed it by now. Yes, green tiles indicate that you’ve covered the topic your competitors covered and at a good frequency.

Just like gray and orange tiles, when you hover over green tiles, Frase AI will provide you with further details about your coverage in relation to that of your competitors.

A Screenshot Explaining The Green Tiles Inside Frase'S Optimization Tool

Again, that doesn’t mean that you’re obligated to follow the same frequency or exceed it at all costs. Because if you do that heedlessly, you may risk turning off your reader.

Keep in mind that optimizing your content isn’t all about turning all your topics green; it simply means matching or exceeding the comprehensiveness of your competitors’ pieces of content without compromising your reader’s experience.

4. Overused

 Luckily we don’t have red tiles but to understand when they show up, let’s take a look at one of our competitors’ content. 

All you need to do is, from your “Optimize” tab, click on the “All Scores” option and then select the “Heatmap” option. (We’ll cover this part in detail in the following section.)

Now before we begin, keep in mind red tiles indicate you’ve overcovered a certain topic in your article (i.e., keyword stuffing).

A Screenshot Of Overused Keywords Across The Search Competitors Inside'S Heatmap

Looking at our competitors’ coverage for the topic “Google Trends” is interesting. We’ve repeated this target keyword 24 times and yet our tile is still green; another competitor covered it 43 times and the tile is also still green.

So how come competitors who covered it three or six times have red tiles?

How come is that an indication of “over-coverage” or “keyword stuffing”? 

Could it mean that red tiles can also reflect a case of “undercoverage”?

If so, Shouldn’t these tiles become orange-colored like all the other ones that are still in progress?

At face value, we might question if is inaccurate in its estimation. However, the issue is that whenever we compare our coverage, we immediately tie it to that of our competitors.

And… that’s not the case with red-colored tiles. 

In essence, red tiles indicate that a certain topic makes up over 2% of your overall content. In other words, the keyword stuffing is estimated in relation to the density of your own content (i.e., your overall word count)

Side Note: When red tiles show up in your Topic Blueprint, that means your Topic Score is penalized for high keyword density. That is, your Topic Score will no longer increase when you repeat that topic.

To double-check this information, we tested it ourselves in our document. 

A Screenshots Illustrating How Frase Ai Detects Keyword Stuffing

Here, we added a block and just started keyword stuffing the topic “Google Trends,” and now we have it repeated 44 times. The good news is, the tile is still green! (Well, ironically, not really.)

The reason why’s optimization tool couldn’t detect our keyword stuffing (and thus, didn’t penalize our Topic Score) is that our word count is so sufficient that the topic still doesn’t constitute over 2% of our overall content.

Remember when we said that green tiles should never be your sole metric when it comes down to optimization? Now you’ve reached your “AHA” moment!

Let’s see if our findings here are applicable to our content brief (since it has way less word count than our actual article).

A Screenshot Showcasing Frase Detecting Keyword Stuffing

On a closer look, it makes sense, in that context, that Frase AI penalized our Topic Score for repeating “Google Trends” 29 times. After all, the content brief has only 427 words.

Therefore, you want to keep in mind that your keyword stuffing is estimated based on the density of your overall content, and not your competitors’ content.

All Scores

Under your Topic Score bar, you’ll find the “All Scores” tab.

This tab is where you can hone in on your competitors’ topic analysis; it provides you with all the information necessary to see what your competitors are doing right and where they’re lacking.

Such information comes off in two ways: All Scores List and Heatmap.

1. All Scores List 

This is where you’ll find your top 20 performing competitors listed with more critical information such as topic score, ranking, word count, Domain Authority (DA), and the number of links.

A Screenshot Showcasing Frase'S All Scores List

You don’t want to skip looking through this list because it can tell you a lot about what it takes to surpass your competitors.

For example, the top-ranking article here is written by SEMRush, with a word count of 1,896 words, DA valued at 86, and 180 links. 

The second article at the top is written by Oberlo, with a word count of 2,895, DA valued at 74, and 353 links.

A Screenshot Comparing And Contrasting Between Search Competitors Inside The All Scores List

Seeing these pieces of information, you must be telling yourself now, “Okay so ranking requires me to have a large word count, a good DA, and over 100 links,” which is more or less correct.

Even so, there’s a crucial missing piece here. If you take a look at the article following Oberlo’s article, you’ll notice that its DA is higher than the top two ranking articles and it includes 511 links.

Does that mean ranking depends more on word count? 

Not necessarily. 

If anything, ranking positions on the SERP change from time to time. That is, what can be the top-ranking article now can end up being overturned by another article. 

This happens when Google understands what readers found most helpful. When Google spots that your reader found your article helpful, it increases your position on the SERP, and vice versa. In other words, the reader is always the final judge.

As a result, you want to optimize your article for your readers before you do it for Google.

2. Heatmap

As you’ve noticed earlier,’s Heatmap is beyond incredible when you want to visualize all the topics that your competitors are targeting alongside yours.

But there’s more to that.

With the Heatmap, you can filter your data either by long tail topics or top topics. (We’ll cover topic types in detail in the following section.)

A Screenshot Of The Filtering Option Inside The Heatmap

We personally love to take a look at the Heatmap when we’re optimizing our content because it allows us to see the bigger picture as well as identify topic gaps and opportunities.

Topic Types Drop-down Menu

Go to the “Optimize” tab and you’ll find your topic types under your Topic Score.

A Screenshot Of The Topic Types Drop-Down Menu

To make the most of’s optimization tool, you want to filter your topics according to Topic Types.

1. Long Tail Topics

By default, shows you (in your Topic Blueprint) the long-tail topics that your top 20 ranking websites are targeting.

Selecting this option means that you want to view detailed and specific topics.

2. Top Topics

This option gives you the most common topics that your competitors use.

We highly recommend that you make the most of’s Top Topics option, specifically when you’re optimizing while writing and prioritizing specific topics in your article.

3. Cluster Topics

When you select Clusters as a topic type, Frase AI will show you the topics that your top 20 competitors are targeting, grouped in clusters.

Now, this is essential for you because it allows you to see the bigger hierarchy of the topics and then all its sub-topics, which is a more organized way of viewing your topics.

4. Title Topics

As you’ve guessed, Title Topics show you the topics that your competitors are targeting in their titles.

This gives you a glimpse of whether or not there is a specific pattern that your top-ranking competitors are following so that you can determine how you can follow suit.

5. Header Topics

This is pretty similar to Title Topics but this option shows you the topics mentioned in the headers within your competitors’ articles.

This can serve as a roadmap for you on what your reader and Google expect you to cover in your article (i.e., your user intent) and how you can identify gaps so that you stand out from the crowd as you get your message across.

6. Blacklist Topics 

As the name itself suggests, Blacklist Topics essentially are topics that you decided to exclude from your options. 

To add a specific topic (or a set of topics) to your blacklist, go to the “Optimize” tab and hover over any of the topics that show up on your Topic Blueprint. 

A Screenshot Of How To Blacklist Specific Topics Using'S Optimize Tab

Then, click on the red circle icon that appears. Once you click on it, you’ll be able to revisit this topic in your Blacklist alongside the rest of your excluded topics. 

The By Status Drop-down Menu

By that stage, your article should be pending some final touches. That’s when the By Status drop-down menu comes in handy.

This option builds on the concept of the colors of your Topic Scores. And what it essentially does (pretty much like the Blacklist menu) is that it allows you to filter the topics that show up on your Topic Blueprint according to their status. 

1. Completed

Yes, this option lists down all your green-colored topics for you so that you can take a look at all the topics that you’ve successfully covered in your content.

2. Topic Gap

The Topic Gap option displays all your gray-colored topics (i.e., the topics that you didn’t cover in your article).

This allows you to go through the list and reconsider whether or not you want to incorporate any of the available topics.

3. In Progress

Correct. the In Progress filtering option lists all your orange-colored topics so that you can see if you want to optimize them.

4. Overuse

This option shows you all of your penalized topics (i.e., red-colored topics), making it easy for you to go through every topic one by one until you fix all of them.

The Pencil Icon

Frase AI’s Pencil Icon highlights your topics, giving them corresponding colors so that you can identify their status. 

Since our Google Trends article is already optimized, let’s use our outline to show you how the Highlight tool works. 

A Screenshot Of'S Pencil Icon

As you can see, once we enable’s Pencil Icon, our topics become underlined with either a yellow, red, or green color according to their status (i.e., in progress, overused, or completed, respectively). 

This makes it easy for you to spot all the topics and keyphrases within your article so that you can easily optimize your content as you desire.


Originality Score on has released a new feature that shows you how original your content is as opposed to your competitors on the SERP. All you have to do is go to the “My Content” tab and click on the red icon at the top right. 

A Screenshot Illustrating How'S Originality Score Works

Once you do, Frase AI will show you the published articles from your top 20 competitors on the SERP that have covered your point so that you can adjust it and prevent any copycat content. 

For example, in our article about Google Trends,’s Originality Score tells us that one of our frequently asked questions is found in one of our top 20 competitors. (In this case, it’s Google itself.)

This feature is more crucial than you think because as content marketers, we have to do a lot of research to cover our user’s intent—which entails covering their most frequent questions.

Now even if you want to cover these frequent questions, you want to make sure it’s not a duplicate of what your SERP competitors are saying (even if you have unintentionally taken ideas verbatim).

Use Frase AI’s Originality Score to identify the gaps that aren’t still covered by your competitors and add your unique spin to it.

So if we want to change our first question to something different, we simply tap into what our agency’s original message is.

That is, why we decided to write on Google Trends, to begin with. We don’t want to compete with Google Trends, but we surely want to simplify to our readers (i.e., struggling content marketers and business owners) the steps to making the most of Google Trends.

We want them to take our article and use it as a practical guide for them that will make their lives easier—that is the impact we want to make.

To put things into practice, take a look at the answer we provide for our readers. The answer itself reminds us of what we still want to bring to the table.

Since we want to let them pinpoint the most salient differences between Google Trends and Google Ads search data (because we know our readers can find them confusing), we can shift our focus from “How does Google Trends differ from Google Ads search data?” to “Is Google Trends a substitute for Google Ads search data?”

At the end of the day, one of the main reasons why users can get confused is that they think that Google Trends provides a smaller version of Google Ads search data for free—which is not the case.

A Screenshot Highlighting How To Solve Content Detected By'S Originality Score

Note: We recommend that you tick the “Editor Highlighting” feature available inside this new feature because it helps you track the ideas you need to adjust in/omit from your article.

(Bonus Tips): Elements to Optimize (Besides Frase AI’s)

1. SEO Title

Your SEO Title is the title that appears on the SERP. This title can be the same as the one inside your article and they can be different.

A good rule of thumb is that you should always keep your SEO title between 50-70 characters. Otherwise, your title will get truncated. 

Here’s an example of two SEO titles: one is truncated and the other isn’t, respectively.

A Screenshot Showcasing Different Examples Of Seo Titles


2. Meta Description

Your meta description is the snippet that appears under your SEO title on the SERP for users who don’t necessarily know your service.

In general, you want to keep your meta description between 110-155 characters so that it doesn’t get truncated as well.

Your meta description, along with your SEO title, can make or break your ranking in the competition because if they don’t nudge your reader to go inside your article and read, another competitor will.

A good meta description concisely tells the readers what they will find inside the blog. That is, it should be:

  1. Actionable (i.e., having a call to action)
  2. In active voice 
  3. Portraying specifications (i.e., your product’s specifications, your article’s main message, &c.)
  4. Covering your focus keyphrase as well as similar and related keywords

Note: Of course, you’ll not always cover all these points in just 155 characters so you want to add the combination that you see is fit for your topic.

3. Slug

Your slug is basically the unique path inside your URL that appears after “/blog/”, for example. You should keep your slug under 55 characters and separate words using hyphens “-“. 

So what do we write exactly in our slugs? Our focus keyphrase. In our case, our slug for our article about Google Trends is “nail-your-niche-with-google-trends”—which includes our focus keyphrase “Google Trends.”

A Screenshot Highlighting What Slugs Look Like

4. Excerpt

Your excerpt is the snippet that appears under your article inside the website’s blog.

That means, your excerpt won’t appear on the SERP and is specifically targeted to readers who browse your articles from your blog instead of just finding them on the SERP.

A Screenshot Of An Article'S Excerpt

There’s no specific limit to your excerpt’s length. However, you should always opt for being concise and to the point, just like you would do with your meta description but in a more personalized way. 

Since your excerpt is more flexible than your meta description, you can add a rhetorical question inside your excerpt and leave it at that.

Why? Because it drives curiosity in your blog readers and nudges them to read to find the answer to that question.

Creating SEO-Friendly Content With

Stepping up your content marketing game should be a no-brainer. Content strategists know that writing content for search engines can either make you or break you.

Because while you can have your content rank on the first SERP, the stakes are always high and you can get pushed out of the competition in a blink of an eye.

That’s why content teams always strive to create original content without wasting so much time on every single piece.

Using’s advanced features, you can create AI-driven content plans, and publish competitive content that bridges content gaps to satisfy your readers’ desires and needs.

And by learning how to appropriately use its optimization tool, you’ll help Google crawlers recommend you to your target audience.

So make sure you scroll up again, take notes, and go through the guide step by step until you get the hang of it.

Here’s a 10-minute video tutorial from’s staff that briefs you on how you can optimize your SEO-friendly content using’s optimization tool.


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