The best

SEO content writing tools

Improve your content's readability and SEO with our expert-approved tool list.
11 minutes
April 3, 2021

The power that content has on SEO performance should not be underestimated. It’s critiqued by search engines to determine your position on the SERP,  so it’s key that you get it right. 

It’s not only for search engines. When someone lands on your site,, capturing the audience’s attention can keep them reading page after page. Content that is lacking or irrelevant can cause them to bounce right off. 

In this article, we’re bringing you the best SEO content writing tools to improve your content. 

Why use an SEO content writing tool?

Search engines are looking out for unique content that is also compelling to the audience. Even the best writers struggle to tick all the boxes without the help of a tool.

Some benefits of using an SEO content writing tool include: 

Better topic coverage

Identifying topics to create content on isn’t difficult. However, when it comes to writing the content, you’re probably focusing on covering the key parts rather than the bigger picture.

SEO content tools are great for suggesting topics to cover but also putting forward ideas to ensure you’ve answered all potential questions a user might have around that topic.

Improve writing and readability

Grammatical errors are easy to make, and when you’re so used to reading you’re own writing,  they can be hard to pick up on. Before publishing content, it’s always best to run it through even a basic content tool to make sure any spellings and grammar errors are fixed.

Many content tools also have a feature that will re-write segments of content to make them more succinct and easier to read. 

Ensuring that content is both free of errors and easy to read instantly makes it not only better quality but appears more trustworthy too. 

Discover common questions

Covering questions that real people are commonly searching for makes for relevant content that has a better chance of performing well. 

While you can access this information on the SERP using People Also Asked, SEO content tools provide it under one roof so you don’t have to leave the page while creating content. 

AI writing to speed things up

Using AI is an efficient way to generate content. All you need to do is provide some context and AI will do the rest.

We wouldn’t recommend using AI without reviewing and editing the content it creates, by a human. While it can generate content, errors still occur and will need fixing before setting the content live. 

Frase screenshot

Best overall: Frase

From research, creating content briefs and outlines, optimising content while writing, and generating AI content, Frase greatly improves your content quality. 

The SERP overview gives you a quick insight into the average stats of the top-performing sites that share a similar content title. This gives you an idea of what you need to include in your content and how many of them, e.g. wordcount, headers and images.

It breaks down further into competitor heading structures to give you an insight into how to set out a specific article.

serp overview

The optimise feature cleverly lists the keywords you should likely be targeting and how many times within your content. This is a great visual way to see that you include the right keywords without overstuffing your content. You’ll likely uncover new keywords using this feature as well.

keyword check

If you have existing content, Frase analyses this within a few moments. This means if you already have content, you can save time by optimising this rather than creating content from scratch.

Another perk of Frase is its section for PAA (people also ask). This area highlights popular questions that real people are searching for, providing you with topic ideas and a helping hand to optimise for featured snippets.

It’s difficult to find something to complain about with Frase; it’s a great tool for both creating new content and optimising existing content.

Key features

  • Content AI built-in
  • WordPress integration
  • Topic analysis
  • Competitor analysis 
  • Stats, People Also Ask, Quora, Reddit


Frase has three price plans, starting from $44.99 a month. A discount for each plan is applied when paid for annually.

The largest plan is for enterprise-size businesses and is tailored to individual requirements.

Add ons are also available at an additional cost of $35 per month, including access to their AI writer, keyword search volume and domain and authority backlink data.

Surfer SEO screenshot

Close runner-up: Surfer SEO

There isn’t a lot between Frase and Surfer SEO. The main difference between the two is that Surfer SEO has been around for longer and has a different approach to content optimisation.

Unlike Frase, Surfer SEO has a bigger focus on optimising existing content rather than creating content from scratch, starting from building a brief.

The tool’s AI capabilities (known as Jasper) are impressive and provide intelligent recommendations to boost your position on the SERP. You just need to add your primary keywords, and within moments you’ll find the outline builder. This is split into titles, headings and paragraphs.

While the content certainly needs a human eye and most likely a lot of editing before publishing, the H2s are pretty good. Each header and paragraph are separate so you can click and choose the ones you want to use.

outline brief 1

Analysing your content against a competitor’s is easy. Clicking on ‘select competitors’ reveals the top competing articles alongside their content scores, so you know when it’s necessary to up your game.

organic competitor

Another feature that separates Surfer SEO from other content tools, is its content planner. By entering your primary keyword, Surfer SEO will generate content ideas as well as insightful data on search volume and other keywords to include within the content. 

topic clusters 3

While we think Surfer SEO is a great content tool, they don’t offer a free trial and so we recommend you read our in-depth review here, before signing up to make sure it’s the right tool for you.

Key features

  • SERP analyser
  • SEO audit
  • Integration with the best AI tool available
  • Keyword research capabilities
  • Integrates with WordPress
  • Content planner
  • People also ask


There are three plans to choose from, basic, pro and business. These start from $59 per month, however, you’ll save 17% of the monthly price by paying annually.

SEMrush screenshot

Best all-in-one: SEMrush

SEMrushing writing assistant is our go-to for an all in one SEO solution. This tool is available as a WordPress plugin, making for easy publishing.

Content receives a score out of ten at the top right of the writing assistant based on the keywords that you enter. This gives a quick overview of how well optimised your content already is and the areas that need improvement. This score is real-time, so will change as you optimise your content. 

The score is based on four sections:

  • Readability – how easy a reader can read your content.
  • SEO – how optimised your content is to rank on the SERP. 
  • Originality – plagiarism checker.
  • Tone of Voice – how much the content fits the tone of voice that you have set.
organic readability 1

As you click each of the four sections, a red, amber and green colour system will highlight where improvements need to be made and what they need to be. 

article readability

There are some AI writing features in beta mode, but otherwise, they’re minimal. The AI is ideal for small pieces of content and is part of their ‘rephraser’ feature. The idea is that the AI will either rewrite or simplify small parts of existing content.

As this feature is in beta mode, it’s by no means perfect and is suitable only for smaller pieces of content and should always be checked by a human.

Overall, SEMrush Writing Assistant is a great SEO content writing tool; we especially like that it integrates with WordPress, meaning you can create and edit content without leaving the editor. This is also ideal if you’re using other SEO plugins. 

There are certainly areas that could be improved upon, such as the ability to upload content. While you can copy and paste, if you have a large chunk of content it would be more efficient to upload this.

This tool also lacks an outline builder. This is one of the main benefits of using a good content writing tool as you can both create a brief, and write and optimise content in one place.

Key features

  • Integration with Google docs and WordPress
  • SERP optimisation 
  • Originality tool
  • Maintaining brand tone of voice
  • AI writing assistant 


The Writing Assistant is part of the SEMrush tool. There are three plans available to suit small teams to enterprise-sized companies, starting from $119 a month. If you pay annually, you’ll save 17% of the monthly price for each plan.

Best for grammar: Grammarly

Poor grammar can quickly diminish your authority on a subject as well as deter your audience from continuing to read the article. Running your content through a grammar check is one of the key things we suggest before publishing. 

Grammarly is one of the best on the market for making both basic and advanced suggestions. From spelling checks to rephrasing sentences, Grammarly can make massive improvements to your content. 

The Grammarly icon will appear whenever there is the option to create content, from WordPress editor pages to email. The icon will spin as it analyses texts making it easy to see if it’s working. Another perk is that Grammarly will begin to analyse your text as you type, meaning you don’t need to activate it beforehand.

grammarly checks

One negative of Grammarly is that it can take time when editing large sections of text. In some cases this causes it to have a little meltdown and needs you to reopen the page.

As Grammarly checks grammar only, it’s best used alongside other tools. However, it checks Grammarly incredibly well and provides valuable suggestions, which is why we featured it here.

Key features

  • Recommendations on how to change to the active voice
  • Rephrases sentences to be more succinct
  • Three English writing styles to choose from (English, American, Australian)
  • Plagarism detection
  • Integrates with many apps


Frase offers three plans, the most basic one being free. The paid versions have significantly more features than the basic and start at $30 a month. There is the option to pay monthly, quarterly or annually with discounts applied for the latter.

RankMath screenshot 1

Best Wordpress plugin: Rank Math

Our favourite WordPress plugin, Rank Math, also has content optimisation capabilities. 

Rank Math allows you to choose up to five keywords to optimise content for in a single post. This tool also suggests keywords, which makes it handy to use alongside a keyword research tool. 

After entering your chosen keywords, Rank Math will scan your content, recommending where to place specific keywords, if keyword overstuffing has occurred, and highlight where improvements are needed.

Rank Math is handy to use as it’s accessible in the page editor of WordPress. While a perk of the tool is that it doesn’t take up too much page space, it does mean that the amount of information provided can look overwhelming.

Key features

  • AI plugin
  • Integrates with WordPress
  • Keyword optimisation
  • Analyse SEO performance of every page
  • Long-tail keyword suggestions
  • Check for keyword overstuffing 


There are four plans to choose from, including a free one. The paid plans start from $129 annually, and you are able to cancel or upgrade your plan at any time. 

A great benefit of Rank Math is that even their basic account has a generous amount of features.

Worthy mentions

While the five content tools above are our favourite, if we weren’t trying to keep our list concise, we could go on and on. 

Below we’ll share two more SEO content tools that are certainly worth a mention and would work best with another content tool.

Marketmuse screenshot


This tool is heavily led by AI, and is designed to support the content process from research to creation. 

The aim is to use AI to analyse content and spot opportunities, to save you up to half the time on content creation. 

The three main features of Marketmuse are:

  • Automate content audit processes
  • Create content briefs
  • Text editor

Marketmuse has three plans to choose from, one of which is free. The paid plans are pricier than the average tool, but the AI intelligence they use is one of the best out there. So, if you want to invest in top of the range AI, this is the tool for you.


This is a great tool to check extracts of content, quickly. Using three colour codes to differentiate grammar, spelling and style issues, you can quickly identify what content needs amending. 

The three areas that LanguageTool can assist with are:

  • Grammar, style and spellings

The free account provides basic grammatical information, while you’ll need to upgrade to pro to access all their features.

How we reviewed

Our review system for choosing the best content writing tools are based on the following points: 

  • User questions
    • PAA
    • Quora
    • Reddit
  • Competitor analysis
    • Competitor heading structure
    • Competitor question answered
  • Topic analysis
    • Missed entities 
  • WordPress integration (for easy publishing)
  • Editor experience
  • AI features
  • Grammar

Most of the above fall under the content optimisation category. If you want to make certain that your content is as optimised as it can be, ticking the box next to each of these is vital. 

AI features is a nice to have. While you can get very far without it, it can be a huge time saver by generating content. Editing time is still required, but AI content is getting better and better so this time will be minimal.

Possibly the most basic but valuable feature is grammar checkers. You’ll be surprised at what you miss, reading content by eye, and how much these checkers pick up on. 


Even the most confident SEO writers will benefit from using an SEO content writing tool. It’s difficult to capture everything required to get your content performing as best it can on the SERP. 

SEO content tools not only make sure you’re content is readable and grammatically correct, but they’ll also help with generating content ideas and ensuring you cover an entire topic.


Sam Underwood

Sam is an international Ecommerce SEO Consultant with experience implementing enterprise-level SEO strategies.
Twitter: @
Linkedin: @

More SEO content writing tools

Not quite found what you're looking for in our SEO content writing tools guide? Here are more tools for you to consider.
9 tools