Head-to-Head Review
Frase vs Surfer SEO: Which One Should You Use for Research, Briefs, and On-Page Optimization
You want a fast path from keyword to outline to optimized draft. This comparison shows how Frase and Surfer SEO approach SERP research, entity coverage, briefs, collaboration, and optimization. You will see where each tool shines, where it struggles, and who should pick which. I lean toward Frase for SERP-led briefs and writer workflows.
Quick summary
Frase in one line
Frase turns a head term into a SERP-led outline, entity list, questions, and a writer-friendly editor with optimization tips. It is strong for briefs that hand off well to writers and editors.
Surfer SEO in one line
Surfer focuses on on-page optimization and content audits with strong content scoring, NLP terms, and guidelines. It is popular for optimizing existing drafts against current competitors.
My take
If you need a research-to-brief-to-draft system, pick Frase. If you mainly optimize existing content with strict guidelines, Surfer can help. Many teams pair a research tool with an optimizer. I lean Frase for calmer workflows and brief handoffs.
Reminder: tools evolve. Confirm current plan limits and integrations on official sites before buying. While you publish, keep Google’s guidance on helpful content, structured data, and crawlable links in mind.
Who each tool fits
Pick Frase if you are
- A content marketer who starts from clusters and needs writer-ready briefs
- An agency that packages research, outlines, and first drafts for clients
- A solo writer who wants SERP context and entity prompts in the editor
Pick Surfer if you are
- An editor optimizing a backlog of drafts and published pages
- A team that prefers detailed on-page guidelines and scoring
- A workflow that already has briefs and needs optimization only
Why I lean Frase
Frase makes research and briefing feel natural. It reduces back-and-forth, then keeps you in one editor for optimization. When time is tight, fewer tool hops matter.
Feature comparison
| Capability | Frase | Surfer SEO | Notes |
|---|---|---|---|
| SERP overview and synthesis | Strong. Pulls headings, questions, page types | Good. Emphasis on competitor terms and density | Frase feels more outline-first |
| Brief builder and templates | Purpose-built briefs with entities and FAQs | Usable via guidelines and terms | Advantage Frase for handoffs |
| Entity suggestions | Clear list and coverage prompts | Included in optimization terms | Both helpful, Frase more editorial |
| Editor with optimization | Live score plus suggestions inside the doc | Strong optimization editor and audits | Surfer shines on optimization depth |
| FAQ capture & schema workflow | Built into briefs and sections | Possible via headings and Q&A blocks | Both can support FAQ pages |
| Collaboration and comments | Solid in-doc commenting | Solid in-doc commenting | Parity for small teams |
| Integrations and exports | Copy to CMS, export to docs | Copy to CMS, export to docs | Confirm current plugin support |
| Audits across many URLs | Lightweight content review | Focused content audits | Advantage Surfer for bulk optimization work |
Workflow head-to-head
Frase workflow
- Open a new document and run SERP overview for the head term
- Drag H2 and H3 suggestions into a working outline
- Add entities, definitions, and a compact FAQ
- Write in the editor with live coverage prompts
- Finalize title, meta description, and slug
- Export to your CMS and route to hub and siblings
Surfer workflow
- Open the editor and run content analysis for the head term
- Study competitor terms and recommended headings
- Draft or paste an existing draft for optimization
- Adjust headings and coverage to reach guideline ranges
- Finalize SEO fields and publish
- Optionally run audits across a set of URLs
The difference is emphasis. Frase starts with a brief and an outline. Surfer starts with optimization targets. Both can produce strong pages when the writer keeps the reader in mind and follows helpful content principles.
Optimization, content scores, and guidance
How scores help
Treat any score as a checklist for coverage. Use it to catch missing definitions or overused phrases. Do not chase a number at the expense of clarity.
Aim for natural language, not density tricks. See Google on quality content.
Frase guidance
- Coverage suggestions tied to entities and subtopics
- Simple editor that keeps you writing
- Good for first drafts that need coherence
Surfer guidance
- Detailed ranges for terms and headings
- Useful for refurbishing older pages
- Best when you already have a strong brief
Entity coverage, questions, and FAQs
Entities and questions make content easier to understand. They also help models and search engines interpret meaning. Use consistent names, short definitions, and a compact FAQ near the end of the page.
Frase
- Clear entity list with prompts to include definitions
- Question capture from the SERP, easy to slot into FAQs
- Brief format that nudges writers to add evidence
Surfer
- Entity-like terms woven into optimization ranges
- Questions appear via competitor heading analysis
- Less emphasis on a formal brief
If you use FAQ schema, ensure the same Q&A appears on the page. See FAQPage guidance.
Collaboration, governance, and consistency
Briefs and sign-off
Frase simplifies the editor-writer loop since the outline lives where the draft lives. Editors can lock structure early and reduce rewrites.
Guidelines and rollouts
Surfer is effective for guideline-heavy teams that want consistent optimization across many writers. It works well as a second pass.
Governance tips
- One page serves one intent. Route to siblings for adjacent jobs
- Keep slugs short and stable
- Use a change log for URL and title updates
For internal links and routing, keep links crawlable. See Google on crawlable links.
Data, privacy, and exports
Frase
- Work inside a doc that exports to your CMS or docs
- Keep sources and notes at the top of the brief
- Focus on editorial flow and evidence
Surfer
- Work inside an optimization editor with ranges
- Copy out to your CMS after you hit targets
- Useful audit views for sets of URLs
Always review vendor privacy pages and AI usage policies inside each product before sending sensitive drafts. Match structured data to visible content. Docs: structured data.
Pricing notes
Both tools use tiered plans that change over time. Expect differences in document limits, optimization credits, and collaboration features. Confirm current plan details on the official sites before you commit. If your team edits many pages per month, estimate cost per shipped page rather than just the monthly fee.
Setup and learning curve
Frase setup
- Create a project, open a doc, and run SERP overview
- Drag headings into an outline and save as a template
- Add entities, sources, and a compact FAQ
- Draft in the editor and optimize coverage
Surfer setup
- Open the editor and analyze the head term
- Review competitor terms and target ranges
- Paste your draft and adjust to guidelines
- Finalize SEO fields and publish
Time to value
Frase feels friendlier for research and briefs. Surfer feels faster when your draft already exists and you want optimization targets.
At-a-glance table
| Area | Frase | Surfer SEO | Edge |
|---|---|---|---|
| Briefs and outlines | Excellent | Good | Frase |
| Entity prompts | Strong, editorial | Strong, optimization-oriented | Draw |
| Optimization editor | Very good | Excellent | Surfer |
| Backlog audits | Basic | Strong | Surfer |
| Team handoffs | Smooth inside one doc | Smooth for optimization passes | Frase for research teams |
Verdict and decision guide
If your main job is research to brief to draft
Pick Frase. You will move faster from SERP to outline to first draft with fewer tool hops. Editors get consistent briefs. Writers get prompts that improve coverage without heavy rules.
If your main job is optimizing many existing pages
Surfer can be a good fit. Its guidelines and audits are useful for lifting a backlog to a standard. Pair it with a briefing process for new content.
Simple decision tree
- Do you create new content weekly and hand off to writers → Frase
- Do you optimize a large backlog with ranges and audits → Surfer
- Do you do both → research and briefs in Frase, optional optimization pass in Surfer or inside Frase
FAQ
Which tool is better for beginners
Frase feels easier for beginners because it gives you an outline and entity prompts inside a simple editor. You still need to choose an angle and write for people first.
Can I use both tools
Yes. Many teams research and brief in Frase, then run an optional optimization pass. It depends on your process and budget.
Do these tools replace keyword research
No. They work best after you map topics and intent. Use them to shape outlines and improve on-page coverage.
How do I avoid over-optimization
Use scores as guidance only. Keep language natural. Cite reputable sources. Match structured data to the visible content. See structured data docs.
What about statistics and proof
Quote current stats from primary sources when a claim matters. Link the exact page, include dates, and avoid outdated numbers. Government, academic, and official vendor docs are best.
Will either tool help with internal links
Both can suggest related topics. Internal linking still benefits from a clear pillar and hub structure that you maintain in your CMS. Keep links crawlable.