{
  "schemaVersion": 1,
  "id": "frase-vs-morningscore",
  "products": [
    "frase",
    "morningscore"
  ],
  "conclusion": "Frase and Morningscore are closely matched for core workflows. Both offer a trial; both support site audit, API access, keyword research, and keyword clustering. Frase has confirmed free plan. Morningscore has confirmed keyword difficulty and backlink monitoring. Monthly price is $39 for Frase and $69 for Morningscore.",
  "decisionPoints": [
    {
      "path": "pricing.freeTier",
      "importance": 9,
      "kind": "evidence-gap",
      "text": "Frase has confirmed free plan; free plan is not yet confirmed for Morningscore."
    },
    {
      "path": "pricing.startingPrice",
      "importance": 9,
      "kind": "value-difference",
      "text": "Monthly price is $39 for Frase and $69 for Morningscore."
    },
    {
      "path": "vertical.keywordDifficulty",
      "importance": 7,
      "kind": "evidence-gap",
      "text": "Morningscore has confirmed keyword difficulty; keyword difficulty is not yet confirmed for Frase."
    },
    {
      "path": "vertical.backlinkMonitoring",
      "importance": 7,
      "kind": "evidence-gap",
      "text": "Morningscore has confirmed backlink monitoring; backlink monitoring is not yet confirmed for Frase."
    }
  ],
  "sharedStrengths": [
    {
      "path": "pricing.trial",
      "label": "Free trial",
      "importance": 9
    },
    {
      "path": "vertical.siteAudit",
      "label": "Site audit",
      "importance": 8
    },
    {
      "path": "technical.api",
      "label": "API",
      "importance": 8
    },
    {
      "path": "vertical.keywordResearch",
      "label": "Keyword research",
      "importance": 7
    },
    {
      "path": "vertical.keywordClustering",
      "label": "Keyword clustering",
      "importance": 7
    }
  ],
  "coverage": {
    "a": 80,
    "b": 77,
    "gap": 3
  },
  "facts": [
    {
      "path": "vertical.keywordResearch",
      "label": "Keyword research",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "SEO Research Frase reads the top results, surfaces the questions real searchers ask, and builds the brief that names the gaps you can win.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Keyword research tool",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.keywordDifficulty",
      "label": "Keyword difficulty",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "Keyword difficulty checker",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.keywordClustering",
      "label": "Keyword clustering",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Topic Clusters Frase maps your pillars and the supporting content around them, then turns each missing subtopic into a brief.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-97067d106d8e6591"
        ],
        "evidence": [
          {
            "sourceId": "ingest-97067d106d8e6591",
            "excerpt": "Keyword grouping",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.rankTracking",
      "label": "Rank tracking",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Content Guard watches your pages for ranking and traffic decay in Google",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Daily keyword rank tracking",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.backlinkAnalysis",
      "label": "Backlink analysis",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Backlink Research Frase finds the domains linking to your competitors and not to you, scores each prospect, and drafts the outreach email for you to send.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "Competitor backlink analysis",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.backlinkMonitoring",
      "label": "Backlink monitoring",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Complete backlink tool",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.siteAudit",
      "label": "Site audit",
      "group": "Security and compliance",
      "importance": 8,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Site Auditor Frase crawls your pages, scores each for technical SEO, content quality, and AI readiness, then ranks the highest-impact fixes first.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "0-100 SEO Health score of site",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.technicalSeo",
      "label": "Technical SEO",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Site Auditor Frase crawls your pages, scores each for technical SEO, content quality, and AI readiness",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "SEO checker",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.competitorAnalysis",
      "label": "Competitor analysis",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Frase reads the top results, surfaces the questions real searchers ask, and builds the brief that names the gaps you can win.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Competitor analysis tools",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.serpAnalysis",
      "label": "SERP analysis",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Frase reads the top results, surfaces the questions real searchers ask, and builds the brief that names the gaps you can win.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "SERP checker",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.contentOptimisation",
      "label": "Content optimisation",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "SEO Content Optimization Frase reads what the top results cover, drafts your page in your voice, and scores it as you write, so you see what to add before you publish.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      }
    },
    {
      "path": "vertical.aiContentBriefs",
      "label": "AI content briefs",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "SEO Research Frase reads the top results, surfaces the questions real searchers ask, and builds the brief that names the gaps you can win.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      }
    },
    {
      "path": "vertical.aiWriting",
      "label": "AI writing",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Frase researches your topic, writes the page in your brand voice",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Auto generate premium articles",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.localSeo",
      "label": "Local SEO",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "Local rank tracker",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.googleBusinessProfileTools",
      "label": "Google Business Profile tools",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      },
      "morningscore": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      }
    },
    {
      "path": "vertical.trackedKeywords",
      "label": "Tracked keywords",
      "group": "Capacity",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": 50,
        "status": "verified",
        "sourceIds": [
          "ingest-ad5027ce3ed22ab3"
        ],
        "evidence": [
          {
            "sourceId": "ingest-ad5027ce3ed22ab3",
            "excerpt": "AI Visibility prompts tracked 50",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": 100,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Keywords 100 500 2,000 5,000",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.projects",
      "label": "Projects",
      "group": "Capacity",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": 1,
        "status": "verified",
        "sourceIds": [
          "ingest-ad5027ce3ed22ab3"
        ],
        "evidence": [
          {
            "sourceId": "ingest-ad5027ce3ed22ab3",
            "excerpt": "1 seat, 1 site",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": 3,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Websites 3 10 30 100",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.competitorLimits",
      "label": "Competitor limits",
      "group": "Capacity",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      },
      "morningscore": {
        "value": null,
        "status": "unknown",
        "sourceIds": [],
        "evidence": [],
        "verifiedAt": null
      }
    },
    {
      "path": "vertical.historicalData",
      "label": "Historical data",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-ad5027ce3ed22ab3"
        ],
        "evidence": [
          {
            "sourceId": "ingest-ad5027ce3ed22ab3",
            "excerpt": "Historical data How far back your reporting history goes. AI Visibility keeps its own history, from 30 days on Starter.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-97067d106d8e6591"
        ],
        "evidence": [
          {
            "sourceId": "ingest-97067d106d8e6591",
            "excerpt": "Historical positions on keywords",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.searchVolumeData",
      "label": "Search volume data",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0fcf14a1f74e8fa1"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0fcf14a1f74e8fa1",
            "excerpt": "Competitor gaps 27.1K est. vol",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-9ccecafccbcb2c3f"
        ],
        "evidence": [
          {
            "sourceId": "ingest-9ccecafccbcb2c3f",
            "excerpt": "Search volume checker",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.whiteLabelReports",
      "label": "White-label reports",
      "group": "Features",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-ad5027ce3ed22ab3"
        ],
        "evidence": [
          {
            "sourceId": "ingest-ad5027ce3ed22ab3",
            "excerpt": "White-label reports and a branded client portal",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-97067d106d8e6591"
        ],
        "evidence": [
          {
            "sourceId": "ingest-97067d106d8e6591",
            "excerpt": "White label reports",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.teamSeats",
      "label": "Team seats",
      "group": "Capacity",
      "importance": 7,
      "includeInCoverage": true,
      "frase": {
        "value": 1,
        "status": "verified",
        "sourceIds": [
          "ingest-ad5027ce3ed22ab3"
        ],
        "evidence": [
          {
            "sourceId": "ingest-ad5027ce3ed22ab3",
            "excerpt": "1 seat, 1 site",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": 2,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Users 2 4 10 20",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "technical.api",
      "label": "API",
      "group": "Technical",
      "importance": 8,
      "includeInCoverage": true,
      "frase": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-0a378604b626fc53"
        ],
        "evidence": [
          {
            "sourceId": "ingest-0a378604b626fc53",
            "excerpt": "REST API Programmatic access to content, SERP, and audit endpoints, with webhooks for real-time events. Available on every plan.",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-04"
      },
      "morningscore": {
        "value": true,
        "status": "verified",
        "sourceIds": [
          "ingest-f49801ed021712d6"
        ],
        "evidence": [
          {
            "sourceId": "ingest-f49801ed021712d6",
            "excerpt": "Full API in all plans",
            "supports": "positive"
          }
        ],
        "verifiedAt": "2026-09-05"
      }
    },
    {
      "path": "vertical.googleSearchConsoleIntegration",
      "label": "Google Search Console integration",
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