Controlling Content Localization in Frase

Align your research, content, and Opportunities to your brand's target market

Frase can tailor its research, keywords, content, and AI tracking to a specific country, region, or city. But location isn't a single switch — it's set in several places, each controlling a different part of your workflow.

This guide explains where location lives, what each setting does, and how it shapes what Frase produces.

How Location Works in Frase

Frase uses a layered model. There's one site-wide default market that most features inherit from, plus several settings that can override that default for a specific job — a single brief, one AI Visibility prompt, or your programmatic location pages.

Setting	What it controls	Scope
Default market (Site Settings)	The fallback country and language for nearly everything	Whole site
Geographic reach + target area (Site Settings)	Sub-national targeting — region, state, county, city	Whole site
Programmatic SEO location scope (Opportunities)	Which cities your location pages target	Programmatic SEO only
Per-prompt location (AI Visibility)	The region each tracked prompt is checked against	One prompt
Per-session / per-brief country (Research, briefs)	The market for a single piece of research or content	One item
Analysis location (Competitive Analysis)	Which competitors count as geographically relevant	One run

The mental model: one default, many optional overrides. When you want everything localized to the same place, set the default. When one feature needs to differ, use that feature's own location setting.

The Default Market (Site Settings)

Your site's default market — its default country and language — is the foundation of localization in Frase. It's the value nearly everything else falls back to when you haven't set something more specific.

Set it in Brand Hub → Site Settings, and it flows into:

• The target country on new content briefs in the Create Content flow
• Site re-analysis and AI competitor discovery
• Programmatic SEO's target country, when it isn't set separately
• Opportunity discovery (the region Frase uses to pull search data)
• Competitive Analysis's auto-filled location
• AI Visibility prompts' default location
• Research's default search region

Because so many features inherit from it, this is the single most efficient place to localize Frase. Set it to the market you actually serve and the rest of the platform aligns to it automatically.

Set this first. Getting the default market right means every feature that uses the default is already localized correctly — you only touch the individual settings below when a specific job needs to differ.

Existing items keep their original location. Briefs, prompts, and opportunities you created earlier hold whatever value they had at creation. Changing the default market updates future work; revisit older items if you want them retargeted.

Sub-National Targeting (Site Settings)

The default market sets your country. When your business is more precisely defined — a state, a county, a city, or a specific regional footprint — you describe that in your Brand Hub → Site Settings as well.

Here you can set:

• Geographic reach — how broadly you operate: Worldwide, Nationwide, Regional, State, County, or City
• Target country, region, state, county, and city — the specific areas you serve

These values give Frase a richer picture of where you do business. They feed your onboarding gap analysis, auto-fill your Competitive Analysis location, and serve as a more specific fallback for Programmatic SEO's country when the plain default market isn't precise enough.

Choose your location from the type-ahead picker whenever possible. When you select a canonical location that way, Frase treats it as the source of truth and prefers it over anything typed into the free-text fields. It's the most reliable way to make sure Frase targets exactly the place you mean.

Localizing Programmatic SEO (Opportunities)

If you build location pages — pages like "Web Design in Austin, TX" — those get their own dedicated location scope in Programmatic SEO Settings through Create → Opportunities → either the location badge on the top right, or the rescan icon on the top right. This is separate from your site default.

There are three controls:

• Target country — the country Frase uses to pull real search-volume data for each city
• Target locations — the cities you want to rank for
• Excluded locations — areas to leave out

The cities you enter drive the whole pipeline. They seed Frase's location discovery (alongside cities Frase infers and finds on your site), each city is checked for real search volume in your target country, and each qualifying city becomes its own location-page opportunity — where the city itself becomes the topic of the brief.

Programmatic SEO keeps its own target country and its own city list, so it can target a different scope than the rest of your site. Because it's independent, this is the setting to use when you want location pages for markets your default doesn't cover.

Localizing AI Visibility (Per-Prompt Location)

In AI Visibility, each tracked prompt carries its own location. It's pre-filled from your site's default market, but you can set it prompt by prompt — which is exactly how you monitor brand visibility across different regions at the same time.

This is the location setting with the most direct effect on results. When Frase checks a prompt, it passes that prompt's location into the live web searches it runs against ChatGPT, Claude, and Perplexity, which changes what each model actually retrieves when checking whether your brand appears.

Gemini doesn't use the prompt location. ChatGPT, Claude, and Perplexity all honor the location you set on a prompt — so a location change will move your results on those three engines but not on Gemini.

Changing a prompt's location gives you fresh results. Updating the location prompts Frase to run a new check rather than reuse a cached one, so your next run reflects the new region right away.

The Other Places You Can Localize

Several features carry their own location, each scoped to a single job. Use these when you want to localize one specific task without changing anything site-wide.

Research — Each research session has its own country selector that scopes the Google results Frase pulls. The country you choose for a session also carries into any brief you create from it, so research and the content that follows stay aligned to the same market.

Content briefs — Each brief has its own target country, seeded from your site defaults but editable per brief. It drives the keyword-volume data for that brief and gives a ranking boost to sources from the target country as the content is generated — useful when you want one article localized differently from the rest.

Competitive Analysis — Each analysis run has a location, auto-filled from your Brand Profile's canonical location and overridable per run. It determines which competitors count as geographically relevant, so it keeps your competitive set tied to the market you care about.

Putting It Together

A quick way to localize Frase end to end:

1. Set the default market in Site Settings. This localizes everything that inherits the default — briefs, research, opportunities, AI Visibility, and competitive analysis — in one move.
2. Add sub-national detail in Site Settings if you serve a specific region, state, or city, and pick your location from the type-ahead picker so Frase targets it precisely.
3. Use each feature's own location setting only where a task needs to differ — a programmatic city list, a single prompt's region, or a one-off brief or research session.

In short: the default market localizes Frase broadly, and every other setting is there to fine-tune a specific part of the workflow when you need it to point somewhere else.