Frase

Category: SEO/Content

Content optimisation that genuinely rebuilt around AI search.

Frase analyses the pages currently ranking for a query, extracts the topics, questions and structure they share, and builds a brief telling you what a competitive piece needs to cover. From there you can draft in the editor against a live content score, or optimise something you already published. The platform was relaunched in early 2026 and the AI visibility side has been rebuilt rather than bolted on: share of voice, sentiment, AI referral tracking and per-location results across ChatGPT, Perplexity, Gemini and Google AI Overviews, with GEO scoring on content, plus Content Guard, backlinks and its own CMS. There is a first-party MCP server, hosted and also published as an npm package, alongside a CLI and agent skills, and it is listed as an official ChatGPT app and in the Claude connector directory. It is owned by Copysmith.

Our verdict

Of the older SEO content tools, this is the one that has genuinely answered the question the category now faces. Rather than adding an AI visibility tab, Frase rebuilt that side properly, and the changelog shows dated releases right through October 2026, which is more than can be said for most of its contemporaries. The brief generation remains the strongest part: analysing what ranking pages actually cover and turning that into a structure is still the most reliable way to brief a writer, human or otherwise. The MCP server, CLI and agent skills make it unusually open for a tool in this category, and being an official ChatGPT app is a real convenience. Two caveats. The entry tier reportedly rose substantially during the rebuild, so long-standing users will feel it, and the new interface takes some relearning. And while SOC 2 and GDPR compliance are claimed, there is no published data processing agreement or EU residency commitment, so request both if you handle client data.

Best for: Content teams who want one tool covering both traditional search optimisation and AI visibility, with a brief-to-draft workflow that holds up.

Pros

  • Rebuilt AI visibility properly rather than bolting it on, with dated releases through October 2026
  • First-party MCP server, plus a CLI and agent skills
  • Official ChatGPT app and listed in the Claude connector directory
  • Brief generation from ranking pages is still the most reliable way to brief a writer
  • Covers share of voice, sentiment and AI referrals across four AI surfaces
  • Seven-day trial with no card

Cons

  • The entry tier price rose substantially during the 2026 rebuild
  • Long-standing users face a new interface and some relearning
  • No published data processing agreement or EU residency commitment
  • The keyword data provider is undisclosed, so verify UK search volumes
  • USD pricing only, with no GBP option

Pricing: From $39/mo billed yearly, 7-day trial (Paid)

Rating: 4/5