From uncertainty to SEO confidence: How Opinion Stage scaled their content workflow and boosted search performance with Frase
As a small team, with ambitious growth targets but little in-house SEO expertise, Opinion Stage turned to Frase to supercharge their content creation. The result? A faster, smarter workflow that helped them scale their content production and boost performance in search.
Between the two periods:
The challenge: Great writers, little SEO expertise
Opinion Stage is a leading survey and quiz maker tool that services customers in more than 190 countries. It’s safe to say their marketing strategy is on track and proving successful. But around 3 years ago, they hit a problem—how do they take that success and scale it further to reach even more prospective users? Opinion Stage knew that they needed support if they wanted to increase their content production and meet their ambitious growth targets. But with no one on the team with high-level SEO expertise, the ability to boost their search position felt limited. At that point in time, their content process relied heavily on intuition. Writers were given a topic and a few keywords, then manually researched competitors, reviewed top-ranking content, and guessed their way to a structure they hoped would perform well in search. This manual approach was time-consuming, inconsistent, and didn’t scale well for a small team. Opinion Stage’s SEO and Growth Manager, Evelina Milenova, joined the team to help tackle the problem, and as she puts it:“The team had great writers on board, but not everyone can be an SEO specialist.”
Discovering Frase: A user-friendly yet powerful alternative
Opinion Stage knew they needed to refine their approach to SEO, and while researching solutions, they discovered Frase. After testing SurferSEO and Clearscope, Frase stood out—not only for its affordability but also for its intuitive interface and short learning curve.“Frase just clicked really quickly. I understood the value proposition right away. It was user-friendly and had everything we needed in one place.”While other tools were ruled out for being too expensive or not very helpful, Frase was able to do the heavy lifting on research and provide the data-driven SEO expertise that the team had been missing.
The turning point: Cutting outlining time in half
One of Opinion Stage’s biggest pain points was the time spent creating article outlines—especially for guest posts on unfamiliar topics. Manually reviewing top-ranking pages to identify H2s, H3s, article structure, and keyword usage could take hours. Frase’s SEO optimization and SERP results features changed that drastically.“It used to take forever to put together an outline. Now, it takes half the time—or less. That was the “wow moment” for us. It’s what converted us.”This efficiency was critical. With a small in-house marketing team, Opinion Stage produced 63 guest posts last year alone—a huge output that wouldn’t have been possible without Frase’s help to scale their content production and quickly create well-researched blog outlines.
Quality at scale: Saving time on new content and optimizing the old
Frase didn’t just help to produce new content faster—it also helped to optimize existing content. Over the past 18 months, the team estimates that they’ve saved more than 500 hours on content creation, dramatically reducing production time per content piece. At the same time, they also began leveraging Frase’s Paragraph Generator for inspiration and to test new phrasing, especially when rewriting older content. A major initiative involved updating legacy content. Older blog posts, originally optimized for long-form search behavior, needed to be shortened and simplified to meet changing search intent. With Frase, Opinion Stage was able to:- Cut content by up to 60% while maintaining keyword coverage
- Reoptimize for intent and readability
- See measurable performance improvements on key landing pages
The results: Big wins in clicks, impressions, and position
With Frase, Opinion Stage was able to save time and achieve measurable results. Here’s a snapshot from one of their key landing pages before and after Frase:
Between the two periods:
- Clicks increased by 74% (from 307 to 533)
- Impressions increased by 41% (from 96.2K to 136K)
- CTR improved from 0.3% to 0.4%
- Average position jumped from 27.2 to 23.4
Improving processes: Easier collaboration with freelancers
Frase also transformed how Opinion Stage worked with external freelancers. Instead of lengthy onboarding and back-and-forth revisions, their freelancers could jump right into Frase, understand the structure and expectations, and contribute quality content immediately.“Frase made it really easy for freelancers to align with our process. They could see our workflow, our metrics, and what makes good content for us. That alone saved hours of editing and revisions.”
Final thoughts: “Just try it—the tool sells itself”
When asked what they’d say to someone considering Frase, Eveline didn’t hesitate:“Just try it out! The tool sells for itself—you don’t need to be sold on it. It makes complicated SEO easy and accessible to everyone, even if you know nothing about SEO.”Frase didn’t just help Opinion Stage create better content—it gave them the tools, confidence, and workflow to scale, saving time and achieving measurable outcomes.