Bottom of the Funnel SEO: How to Target Keywords and Create Content That Converts

In SEO, targeting keywords across the marketing funnel is important for a holistic strategy. In this respect, one of the most forgotten stages is the BOFU, where the focus is shifted from awareness to conversion. If you aim to make potential customers pay, then BOFU SEO should form the core of your strategy.

This blog will explain BOFU SEO, how to identify and target high-intent keywords, and how to create content that converts your audience into loyal customers.

What is Bottom-of-the-Funnel SEO?

Bottom-of-the-funnel SEO involves tactics to engage prospective customers in the last stage of their journey. At this stage, the user has already done some research and is now searching for the best solution for their specific needs. Your task is to provide information, trust signals, and motivation to move them closer to a purchase.

Unlike TOFU content, which is created for brand awareness, or MOFU strategies, which focus on lead nurturing, the purpose of BOFU SEO is to convert.

Characteristics of BOFU Content

• It focuses on conversion-oriented keywords.
• Customised to the needs and questions of specific users.
• Case studies, testimonials, comparisons of different products, and free trials are some of the common inclusions.
• Mentions USP.

Types of BOFU Keywords

Branded Keywords

Example: “Buy [brand] shoes online,” “[brand] software reviews.”
These denote that a user is leaning towards a certain product or service.

Transactional Keywords

Example: “Best deals on [product],” “Order [product] today.”
These prove that there is intent to purchase immediately.

Comparison Keywords

Example: “[Product A] vs [Product B],” “Best [category] product under $X.”
These appeal to users weighing their options before purchase.

Review-Oriented Keywords

Example: “[Product] reviews,” “Is [service] worth it?”
These keywords indicate users are looking for reassurance before making a decision.

Tools for BOFU Keyword Research

BOFU keywords are different from general or informational keywords. These keywords are transactional or commercial-intent keywords; hence, they mean the user is ready to act.

• Google Keyword Planner: Helps you find keywords with commercial intent.
• Ahrefs or SEMrush: Use these to identify keywords competitors rank for.
• Google Search Console: Analyse queries already bringing traffic to your site and optimise BOFU content around them.
• Answer the Public: Discover questions users are asking about your product or service.

Why BOFU SEO Is Important

BOFU SEO is essential for businesses looking to increase their conversion rates. Here are some reasons why it matters:

1. High Conversion Potential

At the BOFU stage, users are often ready to make a decision. By targeting the right keywords and creating content tailored to this audience, you have a higher chance of driving sales or sign-ups.

2. Supports Revenue Growth

This will help you focus on the bottom-of-the-funnel content, hence driving your SEO efforts directly to the bottom line. These strategies can be used to capture warm leads and convert them into paying customers.

3. Enhances Return on Investment of Marketing Efforts

BOFU content often has a more traceable return on investment as compared to TOFU or MOFU efforts because the actions taken by users at this stage, such as purchasing, subscribing, or contacting your team, are closely related to business objectives.

Creating Content That Converts

Once you’ve identified your target BOFU keywords, the next step is to create content that not only ranks but also converts. Here are some effective types of BOFU content:

1. Product and Service Pages

• Clarify and make product descriptions more engaging.
• Emphasise special selling propositions, such as features, benefits, and warranties.
• Include a clear CTA, such as “Buy Now” or “Schedule a Demo.”

2. Customer Success Stories and Testimonials

Real-life examples and positive testimonials help build trust and believability. Showcase client testimonials on your website with links to bottom-of-the-funnel pages.

3. Comparison Pages

Competitive Comparison: Help users make informed decisions by comparing your products or services to the competition. Highlight what makes you unique, such as better pricing, features, or customer support.

Example Structure:

• Feature-by-feature comparison table.
• Pros and cons for each option.
• CTA: “See why [your product] is the better choice.”

4. FAQs and Knowledge Base Articles

Address common concerns or questions users may have before purchasing. For example

• “What is the return policy?”
• “Is there a warranty included?”
• “How long does shipping take?”

5. Demo Videos and Tutorials

BOFU users appreciate detailed, visual content that shows how your product works and the value it can deliver. Add video content to product pages or YouTube to maximise reach.

6. Pricing Pages

Be transparent with your pricing. A detailed pricing page with tiered options or packages can help potential customers choose the best fit for their needs.

Optimising Your BOFU Content for SEO

Content alone will not drive conversions unless it is optimised for SEO. Here’s how to make your BOFU content rank for relevance:

On-Page SEO

• Include Keywords Naturally: Integrate high-intent keywords in titles, headings, and body content without overstuffing.
• Compelling Meta Descriptions: Write action-oriented meta descriptions highlighting USPs with a CTA.
• Structured Data Markup: Use schema.org to enable rich snippets like star ratings and FAQs.
• Internal Linking: Ensure linking to BOFU pages from TOFU and MOFU content to take him through the funnel.

Mobile Optimisation

As most of the users are searching via mobile devices, ensure BOFU pages are mobile-friendly and load fast, and easy to navigate.

Performance Metrics

Use metrics such as:

• Conversion Rate: The percentage of users who completed a desired action.
• Bounce Rate: Identify from which page the users get dropped.
• Time on Page: More time suggests higher engagement.

Common Mistakes to Avoid in BOFU SEO

• Keyword Cannibalisation: Make sure different pages target different BOFU keywords and avoid competing against yourself.
• Not Optimising for UX: A cluttered or confusing page can deter potential customers.
• Forgetting Analytics: Review the data regularly and refine your strategy.
• Disregarding Trust Signals: Prominently display trust badges, secure ways of paying, and money-back guarantees.

Measuring the Success of Your BOFU Strategy

To determine if your BOFU SEO efforts are successful, track these KPIs:

• Lead-to-Sale Conversion Rate: It shows how well your content closes deals.
• Customer Acquisition Cost (CAC): This helps in measuring the return on investment.
• Revenue Growth: Helps track the change at the bottom line.

Use tools like Google Analytics and CRM software to track these metrics over time.

Conclusion

Bottom-of-the-funnel SEO is an excellent means of converting high-intent users into customers. If one targets transactional keywords with actionable content and optimises it for search engines, that would be a sure way of ensuring maximum conversions and revenues accruing.

At Whitehat Agency, we craft bespoke SEO strategies that drive real results. Whether you want to improve BOFU performance or optimise the entire funnel, we’ve got your back. Reach out today to get started!