MOFU/BOFU Tutorial • Primary keyword: frase content optimization
Frase Content Optimization Tutorial: From Outline to Publish
A complete, writer-friendly workflow inside Frase. You will analyze the SERP, build a clean outline, cover entities and FAQs, add internal links, and run a practical QA checklist before publishing.
Setup & prerequisites
Decide the job of the page
Pick one primary intent—definition, comparison, how-to, solution page, or template. Label the stage (MOFU or BOFU) and expected CTA. One job per page keeps your outline crisp.
Shortlist the head term
Choose a head term and a small set of close variants. You will write for people first, but you want to mirror how they search.
Create a Frase document
Open a fresh doc for the topic and keep notes at the top: head term, stage, target URL/slug, primary CTA, sources to cite.
Helpful foundations while you write: Google’s guidance on helpful content, structured data, and crawlable links.
Step 1: SERP analysis
Run Frase’s SERP overview for your head term. In a few minutes you will see the common headings, subtopics, and questions across top results. This becomes your market map.
What to scan for
- Recurring H2/H3 patterns
- Definitions and frameworks that appear in most results
- Questions people ask and terms they use
Capture quick notes
- Three must-cover concepts you will define early
- Two gaps or angles competitors miss
- Two to four reputable sources to cite
Cite the exact page you use as evidence and include dates when relevant. This supports trust and aligns with the Search Quality Rater Guidelines focus on experience and trust.
Step 2: Outline & headings
Drag Frase’s suggested H2/H3s into an outline. Then edit for your angle and reader. Keep the outline short and scannable.
Outline rules
- One H1 only; everything else is H2/H3
- Each H2 solves one problem or answers one question
- Add 2–4 bullets beneath each H2 as writer guidance
Example outline shape
- What the topic is and why it matters
- How it works (framework)
- Steps with examples
- FAQ and next steps
Step 3: Entity coverage (no fluff)
Use Frase’s suggestions to build a small entity inventory: concepts, features, roles, metrics, and standards you must mention. Entities give your page meaning and help readers track ideas.
Inventory checklist
- 3–5 core concepts to define once
- Features or tools you will reference
- Metrics or formulas readers expect
Placement
- Define core concepts early
- Put tools/metrics in steps, not in the intro
- Keep an FAQ for edge cases and objections
Sanity checks
- Use one canonical name per concept
- Remove near-duplicate terms that add noise
- Link to your glossary or hub where helpful
Step 4: Draft inside Frase
Write naturally in the editor. Treat suggestions as prompts to catch gaps, not as density targets. Keep paragraphs tight, use tables for quick comparisons, and add short examples.
Voice & clarity
- Explain concepts in plain language first
- Use examples specific to your audience
- Prefer verbs in headings: define, compare, decide, implement
Evidence
- Link primary docs from Google Search Central when you reference SEO rules
- Use government or official sources for definitions or compliance topics
- Keep quotes short; paraphrase and link
Step 5: FAQs the right way
Add a compact FAQ with three to six questions. Keep each answer short, then link to the relevant section for depth.
Example questions
- How is Frase different from a pure optimizer
- Do I need schema on every page
- What score should I aim for
Schema reminder
Only add FAQPage markup if the Q&A appears on the page. Match markup to visible content. See Google’s FAQPage docs.
Step 6: Internal links & routing
Route readers with descriptive anchors. Link back to your hub near the top, then add two sibling links near the end. Keep links crawlable and stable.
Anchor style
- Describe the destination (“content brief template”)
- Avoid vague text (“click here”)
- Place links where the decision happens
Where to link
- Hub page for the cluster
- Two sibling pages for adjacent jobs
- Relevant solution or demo page for BOFU
Docs
See Google on crawlable links for how bots follow your routes.
Step 7: Optimize & use the score wisely
Frase’s content score checks topic coverage and balance. Use it to catch gaps, not to stuff terms. Your page should read like a conversation with a subject-matter expert.
Use the score to
- Find missing definitions or steps
- Spot repetitive phrasing
- Confirm entity coverage
Do not use it to
- Chase a number with filler
- Override clarity or brand tone
- Duplicate content from competitors
Finish strong
- Rewrite the intro after the draft is done
- Tighten headings to match the promise
- Add one crisp CTA that fits stage
Step 8: Metadata & schema
Title & description
- Title under ~60 chars, front-load the promise
- Meta description under ~155 chars with a verb (“Learn…”, “Compare…”, “Build…”)
- Short, stable slug like /resources/frase-content-optimization/
Structured data
- Article or BlogPosting for most guides
- FAQPage if you include a real FAQ block
- Validate with the Rich Results Test
Step 9: Final QA before publish
Readability
- Short intro that states the job and who it helps
- Scannable H2s; bullets for steps and lists
- Examples with simple numbers where helpful
Integrity
- Every claim has a reputable source (link the exact page)
- No copied phrasing from competitors
- Facts and dates double-checked
Routing & hygiene
- Hub link near the top + two sibling links near the end
- Canonical points to itself; slug matches the plan
- Images with alt text and descriptive file names
Step 10: Move to your CMS
Paste the final draft into your CMS and keep the structure intact. Re-check headings, links, and tables. Add alt text and captions as needed.
Publish checklist
- Title, meta, slug, canonical
- Internal links and breadcrumb
- Schema validated; no console errors
After publish
- Submit URL in Search Console (optional)
- Add to your sitemap automatically
- Share internally with the route you expect readers to take
After publish: measure & iterate
Track how readers move through the page and where they go next. Watch impressions, clicks, scroll depth, and CTA clicks. Refresh quarterly or when the SERP shifts.
Useful references
- Search Console documentation for indexing and performance
- Google’s guidance on helpful content
- Structured data docs for ongoing validation
Light refresh pattern
- Re-scan SERP headings and questions
- Add one new example or stat, remove one stale paragraph
- Check internal links still reflect your routing plan
Templates & examples
Brief header (drop into Frase doc)
Head term: <topic>
Stage: MOFU/BOFU
Job: Definition / Comparison / How-to / Solution
Slug: /resources/<short-slug>/
Primary CTA: <one action>
Sources: [link, link, link]H2 scaffolding (copy as bullets)
H2: What is <topic> and why it matters
- Define simply, list who benefits
H2: How it works (framework)
- 3–5 steps with entities
H2: Steps to implement
- Action + example + metric
H2: FAQ
- 3–6 short answers with linksFAQ schema reminder
Add FAQPage only when the exact Q&A exists in the visible page. Validate with the Rich Results Test.