Using Frase to analyze competitor content and improve your own articles

If you’re writing articles for SEO—or just trying to get your content noticed—you’ve probably wondered: “What are my competitors doing, and what am I missing?” There’s a ton of advice out there, but most of it is either too vague or leads you down a rabbit hole of overthinking. This guide is for anyone who wants to use tools like Frase to cut through the noise, see what’s actually working, and make their articles genuinely better, not just longer.

Let’s break down how to use Frase to analyze competitor content (without just copying it) and actually improve your own writing. No fluff, just the steps you need—and which ones you can skip.

Why Bother with Competitor Analysis Anyway?

Here’s the honest truth: most of your competitors aren’t doing anything magical. They’re just covering the basics. Still, you need to know what the “bar” is for your topic—what’s expected, what’s repetitive, and what’s missing.

Competitor analysis helps you:

Avoid missing obvious sections or angles
Spot places where you can add something unique
See where everyone else is phoning it in

Frase can help with this, but don’t expect it to do your thinking for you. It’s a tool, not a brain.

Step 1: Set Up Your Topic in Frase

Before you can analyze anything, you need to tell Frase what you’re working on.

Create a new document/project in Frase.
Enter your target keyword or topic.
Frase will pull up the top search results for that keyword.
Scan the sources.
Don’t just take Frase’s choices at face value. Make sure the sources are actually relevant. Sometimes it grabs forum threads, product pages, or oddball results.
If you see junk, swap it out for a competitor you actually care about.

Pro tip: If there’s a specific competitor you’re obsessed with, you can manually add their URL. But don’t get tunnel vision—Google doesn’t always agree with your favorite.

Step 2: Let Frase Build the Outline—But Don’t Trust It Blindly

Frase will automatically generate an outline based on headings and key points from the top results. Here’s what to do:

Review the suggested outline.
It’s usually a mashup of the H2s and H3s from competitor articles.
Use it as a reference, not a blueprint. If you just accept everything, your article will sound like everyone else’s.
Look for gaps and repeats.
Are all your competitors talking about the same five things? That’s probably table stakes—you’ll need to cover those.
Is there a perspective or subtopic nobody’s touching? That’s your opportunity.
Trim the fat.
Frase sometimes grabs fluff—sections like “What is X?” even when your audience already knows.
Don’t pad your article with filler just because competitors do. Quality beats word count.

What to ignore: Don’t obsess over matching the exact outline or headings. Google’s smarter than that, and so are your readers.

Step 3: Dive Into Topic Coverage and Keyword Suggestions

This is where Frase tries to “outsmart” the SERPs by showing you what words and phrases competitors use.

Check the “Topics” section.
This shows terms your competitors mention a lot.
Use it as a checklist—have you covered these, where it makes sense?
Spot the pointless keywords.
Some keyword suggestions are just noise (“introduction,” “conclusion,” brand names). Skip them.
If a word feels forced or irrelevant, don’t shoehorn it in.
Find missing angles.
If there’s a topic competitors mention that you haven’t thought about, ask yourself: does it add value, or is it just padding?
Only add what genuinely helps your reader.

Pro tip: Don’t keyword-stuff. Google catches on, and it makes your article lousy to read.

Step 4: Read the Competition—Don’t Just Skim

Frase is handy, but nothing beats skimming a few top competitor articles yourself.

Open the top 2–3 competitor articles in new tabs.
Look for what’s working—do they use examples, stats, images, or stories?
Notice what’s missing—are there confusing sections, outdated advice, or weak explanations?
Jot down ideas.
Make a quick list of must-cover points, and a separate list of “stuff they missed.”
Don’t just copy; look for ways to say it better, or differently.
Check for tone and depth.
Are the top articles too shallow? Too technical? This is your chance to stand out by striking the right balance.

What to skip: Don’t waste time reading every word. You’re looking for patterns and gaps, not writing a book report.

Step 5: Build Your Own Outline (Mix, Match, Improve)

Now that you know what’s out there, sketch your own outline.

Start with the essentials.
Cover the basics every top competitor covers—but do it in your own way.
If there’s a common question or concern, make sure you address it head-on.
Add your unique angle.
This is what gets your article noticed. Maybe it’s a contrarian take, a real-world example, or a resource nobody else mentions.
If you have actual experience, share it—don’t just regurgitate what’s already out there.
Organize for clarity.
Put the most useful info up front. Don’t bury the good stuff under a pile of definitions or fluff.
Use headings and bullet points where it helps scan-ability.

Pro tip: Your outline isn’t set in stone. Adjust as you write and find better ways to explain things.

Step 6: Write—and Use Frase for Editing, Not Just Planning

When you’re drafting, Frase can help you catch blind spots—but don’t let it become a crutch.

Draft freely first.
Get your thoughts down without worrying about matching every competitor section or keyword.
Run Frase’s content scoring (if you want).
It’ll tell you how your draft stacks up to competitors, mainly by keyword coverage.
Don’t chase a perfect score. Use it to spot big misses, not to obsess over every single keyword.
Edit ruthlessly.
Cut the filler, clarify your points, and make sure every section actually helps the reader.
If Frase flags a topic you skipped, ask yourself if it’s worth adding. If not, move on.

What to ignore: Word count obsession. Aim for clarity and utility—not just more words.

Step 7: Publish, Test, and Tweak

No tool, including Frase, can guarantee first-page rankings. Once your article’s live:

See how it performs over a few weeks.
Update it if you notice it’s missing something, or if competitors step up their game.
Don’t be afraid to cut sections that aren’t working, or add new ones based on feedback or new research.

Pro tip: Iteration beats perfection. You’re allowed to improve your article over time—nobody gets it perfect on the first try.

The Bottom Line

Frase is worth using if you want to save time researching competitor content and avoid obvious mistakes. But don’t let it replace your own judgment. Use it to spot gaps, avoid fluff, and sharpen your articles—but remember, it’s just a tool. The best way to win is to keep things simple, focus on real value, and tweak as you go. Don’t overthink it. Write, check, improve, repeat.