How To Find Bottom Of Funnel Keywords That Drive Sales

Most SEO content chases traffic and converts almost no one. Bottom of funnel keywords work differently. They capture people ready to buy. At SmartSites, we help businesses find these high-intent searches through search engine optimization that delivers results. Here is a step-by-step guide to finding bottom-of-funnel keywords that actually drive sales.

What Are Bottom of Funnel Keywords?

Bottom of funnel keywords, also called BOFU keywords, are searches where the user shows clear intent to purchase. They are not browsing. They are comparing options or looking for the best place to buy.

Examples include “best accounting software” and “affordable plumber in Brooklyn.” These searches convert because the person already needs a solution.

Why BOFU Keywords Matter

Many businesses focus on top of funnel content because it generates traffic. But traffic without conversions is just a cost. Data shows that BOFU keywords convert 2400% better than informational topics.

When your SEO budget is limited, starting with bottom of funnel marketing is the smartest investment. Fewer visitors, but they become customers.

Step 1: Brainstorm Your Three BOFU Categories

List every keyword in three categories. Category keywords describe exactly what you sell. If you offer project management software, list “project management software” and “task management tools.” Comparison keywords show someone comparing options. Include phrases like “Asana vs. Monday.com.” Jobs to be done keywords are searches where someone has a problem you solve.

Step 2: Use Google to Validate

Type each keyword into Google. Examine the SEO titles. If they all use your exact phrase, you have a winner. Check “People Also Ask” for subtopics. Scroll to related searches. Watch Google suggest as you type.

Step 3: Use Keyword Tools

Take your list into Ahrefs or SEMrush. Check search volume. Find more variations. Try the content gap feature to see competitor keywords.

Step 4: Analyze Intent

Check search results. If top results are blog posts, intent may be informational. If they include product pages and comparison charts, you have a true BOFU keyword.

Examples of BOFU Keywords

For SaaS companies: “project management software” and “Asana vs. ClickUp.” For plumbing: “emergency plumber Brooklyn” and “how to fix a leaking pipe.” For landscaping: “patio installation near me” and “how to kill crabgrass.”

How To Rank for BOFU Keywords

Finding keywords is half the work. Ranking requires matching intent perfectly.

• Study the SERP. Look at what ranks. Match their depth.
• Match the format. If top results are listicles, write a listicle. If they are comparison tables, build one.
• Write for humans. Use keywords naturally. Help the searcher decide. Do that well and rankings follow. Promoting your content through social media marketing helps it get discovered faster.

Your Next Step

Finding bottom of funnel keywords is the most direct path to revenue. The process takes work, but visitors become customers. A full review of your current keyword strategy is the smartest next step. Once you capture those visitors, email & SMS marketing keeps them engaged and coming back. Discover how SmartSites’ bottom of funnel marketing helps you find and rank for terms that drive sales.