How to create an SEO content brief and score your draft with Frase

You write an SEO content brief with Frase by giving it one target keyword and building the brief from Frase's analysis of the pages that already rank for that keyword. Frase reads those results and shows you their headings, the questions they answer, the topics and named things they mention, how long they are, and what kind of search the keyword is, such as someone looking to learn or someone comparing products to buy. You pick the headings and questions that belong in your page, arrange them into an outline, and add notes for the writer. Once the draft exists, Frase scores it on how well it covers the topics the ranking pages cover, and Frase says its newer score also looks at whether the page is ready to be cited in AI answers.

That process answers one important question well: what does a page need to cover to compete for this search? A brief built only from that answer has two gaps, though. It doesn't tell you whether the keyword deserves a page from your company in the first place. And it can only describe what the ranking pages already say, so a draft written to it tends to repeat them, with nothing that comes from your product, your customers, or your point of view.

A good brief covers both halves. It names the keyword and the searcher's intent, lists the headings and questions the page must answer, and sets a sensible length, all grounded in what ranks. It also says what your page will add that the others don't, which product facts and customer evidence to use, where the page links on your site, and what the reader should do next. A good draft then scores well because it covers what searchers need, not because it repeats every term the competition uses.

Kite does that work for you. It uses Frase for the coverage half and its research on your company for the angle, then writes, scores, and revises the draft until both halves are there.

Start by telling Kite in Slack what you want a page about, or ask it to choose:

"Write a brief in Frase for a page on customer onboarding checklists, then draft it and get the Frase score up."

"Find the next blog post we should write for search, brief it in Frase, and draft it."

Kite is an AI marketer in your Slack. It researches your business, builds a growth strategy, and ships the work that brings you new customers. By the time you ask, it already knows your positioning, your products, your customers, your competitors, and your brand voice, so it can propose the keyword, the angle, and the reader without a long kickoff. Confirm the plan or adjust it, and Kite starts.

You'll need to connect your Frase account from Kite's Integrations page. You sign in to Frase and approve the connection, and from then on Kite works in your Frase account directly. Frase counts the briefs, analyses, and scoring Kite runs against your Frase plan, the same way it would if you ran them yourself.

Briefs and drafts are working documents, so Kite creates them in Frase and tells you what it did. Publishing the finished page, or changing a page that's already live, waits for your approval in the Slack thread.

Kite chooses the keyword before it opens Frase, because a brief for the wrong keyword produces a well-scored page nobody needs. It uses its built-in search data from DataForSEO to check how many people search for the term, how hard it is to rank for, and which sites rank now. It also checks what kind of search it is. A keyword where buyers compare products earns a higher priority than one where people only want a definition, unless that definition leads straight to a problem your product solves.

Kite also judges whether you can realistically win the keyword. When the results are thin listicles, old posts, or forum threads, a strong page has a real chance. When every result is a large company's main guide on the subject, Kite tells you so and suggests a narrower keyword instead. It checks your site and your Kite wiki for pages you already have, so it doesn't brief a page that would compete with one of your own.

Kite asks Frase to analyze the live Google results for the chosen keyword, with the country and language set to your market. Frase returns the top-ranking pages along with their headings, the questions they answer, the topics and named things they mention, their word counts, and a label for the searcher's intent. Kite can also run Frase's competitor analysis on the strongest pages to see how each one is put together.

Kite reads this analysis for patterns, not as a list to copy. When nearly every ranking page answers the same three questions, those questions belong in your page. When only one page covers a topic because it's selling something unrelated, Kite notes it and leaves it out.

Kite creates the brief in your Frase account, so Frase produces the outline, questions, topics, and target length from its analysis of the search results. Kite then shapes that brief into something a writer can use. It keeps the headings that match the searcher's intent, orders them the way a reader would ask them, and cuts the ones that drift off topic.

Next, it adds the half Frase can't supply. From your Kite wiki, it adds:

• The angle the page takes and why it suits your company
• The product facts and customer evidence the page should use
• The pages on your site the draft should link to
• The action the reader should take at the end

The brief stays in Frase, where you and anyone else on your Frase account can open and edit it.

Kite writes the draft from the brief in your brand voice, using the positioning, product details, and customer research saved in your wiki. Each section answers its heading in the first sentence and then backs it up, which helps readers who skim and gives AI answers a clean sentence to quote. Kite then saves the draft as a content document in your Frase account, linked to the same keyword, so Frase can score it against the brief.

Kite asks Frase to score the draft and reads which topics and questions Frase says are missing or thin. It then decides which gaps are real. A question that most ranking pages answer and your draft skips is a real gap, so Kite adds a clear answer. A term that appears on competitor pages only because they sell a different product isn't a gap, so Kite leaves it out and notes why.

After each round of changes, Kite has Frase score the draft again. It stops when the draft covers what searchers need and the score reflects that, rather than pushing for the highest number by repeating terms. A page stuffed with every term the competition uses reads worse, and readers notice before search engines do.

When the draft is done, Kite posts a summary in the Slack thread where you asked. It gives the keyword it chose and why, links to the brief and the draft in Frase, and shows the first score and the final score. It also lists what it added after scoring, what it chose to skip, and the reasoning for each.

From there, Kite can publish the page with your approval. On a site Kite hosts, or through a supported CMS such as Webflow, Contentful, Storyblok, Sanity, or self-hosted Payload, Kite publishes the page itself and returns the live URL. After publishing, it tracks how the page ranks and how much traffic it brings. If you've connected Google Search Console inside Frase, Kite can also read the page's clicks, impressions, and positions from Frase and act on Frase's alerts when a page starts losing traffic.

When Kite finishes, your Frase account holds a brief and a scored draft, and your Slack thread holds the record of every decision.