It’s never been more challenging to get your content in front of your target audience. Content marketers now have a choice of a myriad of SEO tools, and competing philosophies when it comes to content creation that will generate the best SERPs.

In this post, we’ll check out two popular content optimization tools, Frase.io and InLinks, to see how their features, functions, and pricing compare.

What is Frase.io?

Frase.io is a start-up based in Boston, MA, co-founded by Tomas Ratia and Frankie Liuzzi. 

Frase.io is an Answer Engine Platform that uses artificial intelligence for predictive content optimizations. As Google’s focus shifted from keywords to Natural Language Processing (NLP), the search engine has become much better at detecting the quality of an answer to a query as opposed to the keywords themselves. Most people use questions when searching, so Frase.io has designed a platform to provide content optimization based on answers rather than keywords.

Frase.io offers two products: Frase Content and Frase Answers. More on those in just a minute. But first…

InLinks is the first full suite of entity-based Semantic SEO tools on the market. It was created by Fred Laurent and Dixon Jones, who used their SEO expertise to develop a proprietary semantic analyzer and knowledge graph. 

InLinks simplifies content research and optimization by retrieving all entities found within a piece of content and determining how to improve its search ranking. This content can include blog posts, articles, and web pages of any other kind. InLinks creates recommendations for on-page optimizations and automatically generates and applies internal links and schema markup.

InLinks focuses on semantic search optimization and the entity that a keyword represents. In this way, InLinks also goes beyond keyword optimization to capture the intent and context of each page and make recommendations based on that understanding. 

How Does Frase.io Work?

Frase Content is content research software that compares any search term or keyword to content already available online using proprietary AI algorithms. It then can generate a content brief including the most common questions that people ask when searching on the topic, a full list of sub-topics and related information.  

The brief includes information about the average length of content already available, the number of headings, related search terms and questions, links, images and FAQs, related facts and recent news that can set your content apart.

The Content Editor allows teams to work on a document either in Frase or by plugging Frase into workflows. As content is added, Frase Topic analyses the results in real-time, providing instant feedback for SEO optimization that scores your content against your competition. As your team works through the content brief, the Frase Topic Score will update, providing instant feedback. 

As an entity-based SEO tool, InLinks improves your content optimization with topic and content recommendations, smart internal linking, and schema markup. Its recommendations are based on the InLinks semantic analyzer’s understanding of relevant topics, SERPs, keywords, questions, and more.

InLinks mirrors Google’s own Knowledge Graph and considers the entity that a keyword represents to inform more in-depth and complete optimization recommendations.

Internal Linking and Semantic Schema

Semantic schema assists Google to understand the content on a website and how it corresponds to their machine-readable named entities. It then automates internal linking using a .js file. 

In order to compare Frase.io to InLinks, we performed a keyword search of [test for comparison] on both sites and then compared the results. 

How Frase.io Makes Content Optimization Recommendations

Frase returned 18 results: 

Frase groups the approximately 60 questions it returned into four categories: 

  • SERP
  • People also ask
  • Quora 
  • Reddit 

The Content Brief allows the user to annotate a question and add it to the brief so that content can reflect alternative questions. 

Topic Scores are generated for each of the keywords, and it is divided into SERP mentions, co-occurrences, and related topics. Related topics can be annotated to the content brief from the list. It includes news and Wikipedia mentions. 

Topic Score also includes information about gaps and overuse, as well as topic clusters and SERP scores.

Frase displays results at page level only, and may not connect related topics as well as entity-based searches.

InLinks produced:

  • 167 topics results subdivided into 8 categories.
  • 187 questions related to the entity “Websites.”
  • Key recommendations for content length, topic inclusions, and most semantically related topics.
  • Breakdowns for SERPs Orientation, Readability, User Intent, and Search Engine Understanding (in beta).
  • An analysis of the content in the top 10 search engine results for our keyword term.
  • Lists of relevant keywords and questions.
  • A suggested Content Structure.
  • A topic chart that can be exported to PNG or CSV

SERPs analysis is reported both in terms of Google results and InLinks proprietary search results. Each result is scored on topic density, the number of in-text internal and external links, readability, and search engine understandability. 

Questions can be searched, and are also reported as they were analysed or available on the web. Each keyword generates related questions which can be added to the content brief from the report. 

InLinks’ Topic Chart is comprehensive and displays both existing topics and topics that are missing with their relative importance. Content producers are able to quickly identify the gaps in information that would boost SERP, as well as eliminate content that is of low importance to add, thereby focusing on the information that will yield optimal results. 

Marketers can work through each section and choose topics, keywords, and more to populate the brief in the InLinks Editor. The content can be reanalyzed and receive updated optimization scores as work on the piece progresses, enabling the author to experiment and see the impact of each optimization in a sandbox environment.

Frase Answers

Frase Answers searches your existing information to train the AI behind the scenes so that its chatbot can provide the best answer to your customers’ questions. Link the bot to your website, blog, product pages, customer support documents, technical specifications, or any other content with a live URL. The bot crawls the information and creates a knowledge database, and can be customized with greetings or by department/target audience. As customers ask questions, Frase Answers generates analytics in real-time including average time spent on the site, most frequently asked questions and other data that can inform your content decisions and marketing strategies. 

InLinks Topic Maps

By focusing on the entity rather than the word, InLinks generates results based on which content is being picked up by the search engines, and also, where there are gaps that could be filled to improve results. It also ranks missing information so you can prioritize which information will yield the best return.

Frase Content offers a free plan for one user who will create less than five content briefs per month. Frase is available from $45 a month for individuals or from $120 a month for teams, and Frase Answers is available from $200 a month for Growth or custom pricing for Enterprise solutions.  

InLinks offers Free, Pro, and Enterprise-level subscriptions based on the volume of pages analyzed/optimized per month. All features are available at every subscription level. Pro starts at $39 a month or your local equivalent. 

Overall, Frase.io is the simpler of these two tools, and InLinks more comprehensive. Here are the major differences between the two:

  • Frase operates at the page level, whereas InLinks is able to work at the site level, generating related topics and schema.
  • InLinks displays related questions based on topics and entities. Frase optimizes for keywords. 
  • Frase.io returns questions based on keyword usage on forums such as Quora and Reddit, while InLinks returns questions based on Google’s semantic understanding of a topic. As a result, InLinks surfaced more than 2x as many questions that were markedly more relevant to the subject at hand. 
  • Both Frase and InLinks allow information to be added directly to the content editor. Frase’s content editor allows the user to upload templates, documents and information directly into the editor, whereas information must be pasted or created in InLinks, or pulled from a site analysis. Improvements to InLink’s editor are on their roadmap.
  • InLinks displays entities found in Google’s NLP API written in Green, to show which ones Google reports, independently of InLinks’ proprietary NLP/Named Entity extraction algorithm.

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