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Frase.io: The SEO Tool Playing Chess While Others Play Checkers
How a 17-person team is betting on AI search to disrupt a $50B market
While most SEO tools are still optimizing for Google's 1998 algorithm, Frase.io is already preparing for a world where ChatGPT, Perplexity, and AI overviews decide what you read. This isn't just another content optimizer—it's a strategic pivot into the future of search.
"Frase isn't just chasing rankings—it's building a bridge to the AI search frontier while competitors are still mapping the old territory."
The Pivot That Matters
Frase's real genius isn't just their SEO content editor—it's their aggressive move into Generative Engine Optimization (GEO). While tools like Ahrefs and SEMrush fight over keyword density, Frase is optimizing content for ChatGPT citations. Their homepage explicitly promises to get you 'cited by ChatGPT, Perplexity & AI'—a positioning that feels like it's reading the room, not the room's keyword list. With 44% organic traffic and a direct traffic base of 46%, they've built a moat around brand recognition that's increasingly valuable as AI search fragments traditional SEO.
The 17-Person Powerhouse
Here's what's wild: Frase generates $3.1M in revenue with just 17 employees. That's $182K per employee—exceptional efficiency for a B2B SaaS company. Their team is leaner than a startup's minimum viable team, yet they're competing against VC-backed giants. The leadership trio—Frankie Liuzzi (CTO), Duncan Day (Customer Success), and Malachi Walton (Support)—shows a heavy emphasis on product and customer experience over pure sales headcount. This suggests a product-led growth strategy that's working.
The traffic tells an interesting story: 25,100 monthly searches for 'frase' alone. That's brand power. People aren't discovering Frase—they're actively seeking it out. Compare that to 'frase ai' (2,160) or 'frase io' (1,440), and you see a company with strong brand equity. The 106,297 backlinks suggest they've been playing the content marketing game long enough to build real authority, not just manufactured links.
- Aggressive pivot to AI search optimization (GEO) while competitors sleep
- Exceptional capital efficiency: $3.1M revenue with just 17 employees
- Strong brand equity: 25K+ monthly searches for the brand name
- 106K backlinks indicate genuine content authority
- Clear positioning in the emerging AI search landscape
The Trust Paradox
Frase.io is a fascinating case study in product-market fit versus customer satisfaction. The metrics scream success—efficient growth, clear market positioning, and an early lead in AI search optimization. But that 1.4-star Trustpilot rating is a siren's call for investors. It suggests either a product that's ahead of its user base's comprehension, or a support system that's cracking under growth. For founders and investors, Frase represents the ultimate question: Is this a company that's built for the next decade of search, or a product that's outpaced its ability to serve its customers? The answer likely determines whether they're the next Ahrefs or the next cautionary tale.
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5 keywordsHow is Frase's SEO?
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Rank on Google & AI Search 10x Faster with SEO + GEO | Frase.io
Create content that ranks on Google and gets cited by ChatGPT, Perplexity & AI. Real-time SEO + GEO optimization. Start free—no credit card required.
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Reviews (20)
Frase has been a game-changer in my…
Frase has been a game-changer in my content creation. It has changed how I create content, from blogs to ads to video ads. It has helped me create content more efficiently than ever before. I can also create lots of A. I templates, which is nice. I am using this tool every day, and I am excited about more updates that they will launch. There were many dramas and issues last time from some of its customers, but I think it's already solved. Overall I recommend this tool if you are serious about content creation.
Trial period problems solved very adequately
I used Frase for a trial and therefore signed up with credit card. Only to get access to the trial period and see if it would work for me. 7 months later I find out that I have automatically been put on a paid plan. Unfortunately, I had not noticed this before on my credit card details. Long story short: I emailed Frase (yes, I was pretty upset), got response the same day and without any problem they refunded the 7 months. The day after (!) I got all of the money back into my bank account. Many many thanks for handling this so adequately. I had seen some very negative reviews on Trustpilot also, so I was actually crossing fingers. But they instantly took their responsibility and there was no further correspondence needed to just solve this. Despite the paid plan problem many thanks for the great, fast and fair service.
The core issue is trust.
I bought Frase as a lifetime deal, years ago. When they first tried to extract more money from their early supporters by adding an "SEO addon", whatever that meant, I bought it and paid the monthly fee for about 1,5 years. Back then I was a fan of Frase and thought I need the tool and want to support the team. What actually happened was years of stagnation, paid add-ons, and now a full rebuild placed behind a new subscription. Lifetime customers are told the old version still works, as if that fulfills the original promise. It does not. Lifetime does not mean “access to a frozen legacy tool.” It means ongoing development under that agreement. Keeping a legacy version online is not the same as honoring lifetime development. Rebuilding the product may be technically justified, but asking lifetime customers to pay again reframes a failed roadmap as a fresh start at their expense. A discount does not fix this. The core issue is trust and expectation. I invested early with the understanding that Frase would evolve. That evolution simply did not happen in a meaningful way for lifetime users. If you are considering a lifetime deal from any SaaS company, treat this as a cautionary example. And if you are planning to subscribe to Frase, be warned. Abandoned development is highly likely, so don't integrate it too deeply into your workflow and don't give them too much money.
This company freaking sucks
This company freaking sucks. Sometimes it works sometimes it doesn't. Most the time it doesn't. Customer service will send you one suggestion a day to try and act as if they are trying to resolve the problem, full of crap and one of the worst companies i have ever had the displeasure of doing business with.
Avoid like the plague
So I purchased the 30 articles for $60. Rank ready. It means you type in a subject and ai does the majority of the work. According to frase. It does nothing as soon as I ask AI to do anything it tells me I need to buy a subscription. Well I bought the articles rank ready and frase says that doesn’t require a subscription. So I contacted support. They will reply in 24 hours and Malachi did reply, he asked what article I was trying to make , I answered with 1 minute. He’s ignored all follow up emails and I still can’t get it to work and I can’t get any help or a refund. Absolute fraud
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About frase.io
Create content that ranks on Google and gets cited by ChatGPT, Perplexity & AI. Real-time SEO + GEO optimization. Start free—no credit card required.
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frase.io uses 22 technologies across their website including Font Awesome, Google Fonts, HSTS, Sentry, and more.
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frase.io receives approximately 170.8K monthly visitors and ranks #239,729 globally. The website has a bounce rate of 41% with visitors viewing an average of 2.5 pages per visit. Users spend an average of 1:30 on the site.
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