How To Find Bottom of Funnel (BoFU) Keywords That Convert

How to identify BoFU keywords for your company using paid apps, publically accessible resources, typical buy modifiers, and consumer information.
Bottom of Funnel

You must devote resources to producing and refining bottom of funnel content if you want your content marketing plan to result in measurable growth for your company (more demos, trial signups, and conversions, for example).

The promise of growing website traffic month after month and highlighting a job well done tempts some content marketers and SEOs.

In the end, that tactic will increase brand recognition, but most businesses won’t see a sufficient increase in revenue from it.

How then do we locate more individuals looking for terms that will result in a quicker conversion?

What are bottom of funnel keywords?

Content that is tailored for the last phase of a purchasing decision is known as bottom of the funnel content. In our previous piece, What Is BOFU Content & 10 Great Examples, we went into great detail about it.

The keywords that people look for near the end of their buying cycle are known as bottom of funnel keywords. We want our content at the bottom of the funnel to truly rank for these keywords.

What is the real process for locating these bottom-of-the-funnel keywords for your company?

We’ll demonstrate how to identify these keywords by combining search engine buy modifiers that are frequently used, freely accessible resources, paid applications, and feedback from actual customers. When combined, these searches can produce a wealth of information.

Let’s dive in 👇

Start with obvious purchase-related queries

When searching for goods or services, people typically have a few go-to keywords. You can use these buy modifiers as a general framework to find bottom of the funnel keywords that are relevant to your offering.

A potential customer shopping for an email marketing subscription, for example, would seek for terms like “email marketing tool,” “email marketing software,” or “email marketing service for [specific industry].”

Search terms like “sales”, “coupon”, “discount”, and “retailer” may be used by consumers wishing to buy an eCommerce item, such as a winter jacket or fall boots.

Additionally, people who are looking for local services could use terms like “top [in location], “best [in location], and “near me.”

If you need even more modifiers, Noah Lerner has created a useful and extensive list of keyword modifiers that may be used at any level of the funnel.

BoFU keyword modifiers cheatsheet

This helpful checklist can help you come up with BoFU keywords that are relevant to your business:

Start conceptualizing your list by implementing these modifiers for your company.

A copy-and-paste version of that checklist can be found here:


  • [brand] vs [brand]: (shopify vs woocommerce)
  • [brand] alternatives: (airpod alternatives)
  • [brand] competitors: (mailchimp competitors free)

Reviews (and other social proof like ‘case studies’)

  • [keyword/brand] review: (razer blade review) / (gaming laptops review)
  • [brand] case study: (moosend case study)
  • [brand] ratings: (salesforce ratings)


  • cheap [keyword]: (cheap bluetooth headphones)
  • cheap [keyword] for: (cheap bluetooth headphones for the gym)
  • [brand/product] discounts: (vuori coupons)
  • [brand] pricing: (salesforce smb pricing)

Buying Process

  • best [keyword]: (best content marketing software)
  • best [keyword] for: (best content marketing software for SaaS)
  • top [keyword]: (top snow removal services)
  • top [keyword] near me: (top snow removal services near me)
  • top [keyword] for: (top furnace maintenance services for Seattle)

Product Types

  • [keyword] for [use case]: (boots for construction workers)
  • best [keyword] for [use case]: (best courses for growth marketers)
  • top [keyword] for [category]: (top running shoes for women)

Brand & Product Names

  • [brand generic product]: (razer blade laptop), (apple keyboards)
  • [brand specific product]: (razer blade 15), (apple pencil 2)
  • [brand product] under [price]: (nike shoes under $100)

Even though some purchasing modifiers might seem apparent, we nonetheless advise you to give them some thought.

After determining which ones are more pertinent to your product or service, it’s simple to find additional high-intent keywords by using paid tools or brainstorming (we discuss this step later in the post).

Review forums & discussions

A prospect is typically looking for a product or service similar to what you provide for three major reasons:

  • They need to find a solution for a pressing issue in either their personal or professional lives. Examples can be the need to buy an air conditioner due to the current heat wave or the desire to employ a subscription management program to generate extra income for their online store.
  • They actively seek out alternatives that better suit their demands when they are unhappy with a present good or service.
  • They will spend a lot of money on life skills, coaching, education, travel, and experiences because they want to invest in becoming better versions of themselves.

Additionally, prospects will undoubtedly approach individuals in their immediate vicinity for advice and suggestions when they are nearing the middle or finish of a buying cycle. Friends and relatives are the obvious choice for offline interactions, but some of these may take place online.

However, there will also be online discussions where people ask each other questions on Facebook groups, Slack, Reddit, Quora, and other specialized discussion platforms.

We’ll walk you through diving deeper on Reddit and Quora, but these strategies work just as well on Facebook, Stack Exchange, and other specialized communities.

Finding BoFU keywords with Reddit

Assume that you are looking for bottom of the funnel keywords for a software as a service company that develops Zoom-like video conferencing solutions.

The problem for you is that Zoom is now a verb due to its extraordinary brand recognition.

However, you are also aware that Zoom isn’t the ideal choice if you want to live stream an event because it has a 45-minute time limit. How do you draw in customers who are irritated by these shortcomings and are searching for a more suitable substitute?

One need only look up “Zoom alternatives” on Reddit to find particular issues people have with Zoom that you may address in your material. In this instance, we would suggest building an optimized page with H2s or H3s that specifically address these queries related to the topic of “Zoom Alternatives” (as well as any additional ones you discover during your study).

An image of actual Reddit user queries. To improve your content’s search engine rankings, address these.

Here’s how we assist in identifying those kinds of queries when you’re creating content on a subject within Content Harmony:

Run a content workflow report inside Content Harmony for the keyword ‘Zoom Alternatives’ to pull real questions people ask from Reddit, Quora, and StackExchange.

Finding BoFU keywords with Quora

Although Reddit has robust moderators, which can pose challenges for content promotion, it’s still an excellent resource for research. Unlike Reddit, Quora focuses more on responding to community members’ queries than it does on being a discovery tool. Both are beneficial to our objectives.

Entering “Zoom alternatives” into Quora yields more queries (as well as keywords) that you should cover in your article.

The user experience and compatibility for slower internet speeds are the main topics of these queries. Maybe novel terms and queries to cover in your writing.

Quora is unique in that it doesn’t actively filter or attempt to moderate advertisements.

Thus, you may answer users’ queries directly on Quora, promoting your solution and providing a link to your blog for interested readers, in addition to using the platform to get ideas for your own material.

Review Autocomplete & keyword expansion tools

With Google’s autocomplete feature and increasingly sophisticated keyword expansion capabilities, you may find real searches that people are doing. They highlight additional queries people have about a particular term, allowing you to concentrate your efforts on inquiries with a recognized audience.

Now let’s see how to use them to identify BoFU keywords. 👇

Use Google Autocomplete for more keyword suggestions

According to Google, its autocomplete function is an AI-assisted model that anticipates searches and saves users time by finishing a search they had planned to make anyway. This means that you can safely believe that the autocomplete suggestions are other popular searches for which it would be worthwhile to create content if you type a phrase into the search field.

Surprisingly, it makes no difference if these are the real searches that users conducted. You can be sure that some users will click on the suggestions if Google is recommending them to them.

Entering a term akin to the one for the home security camera mentioned above yields:

Many people contrast Ring with other security cameras. You may want to include content optimized for those searches on your list of BoFU keywords, as the keyword "versus" has a high level of buy intent.

Let’s use the “alternatives” modifier in another search.

People who are attempting to get away from Zoom seem to be searching for terms like “free” and “no time limit.” The idea of “alternatives for podcasts” is also a compelling one, as it emphasizes the need for solutions for extremely specific use cases.

In order to appease disgruntled clients, the person developing video conferencing software should emphasize particular use cases such as these. Zoom is undoubtedly not the greatest podcasting option either.

Google’s autocomplete form makes it possible to find bottom of the funnel keywords without the need for pricey keyword planning solutions. John Li of Fig Loans advises searching for terms that indicate a high propensity to buy when entering a suitable search term for your company.

Searching for high-intent phrases on Google with the autocomplete and ‘Searches related to…’ features in mind is a terrific method to identify high-traffic keywords for your website. Staci Brinkman of Sips by continues, “You need to conduct research on your audience, understand their voice and interests, and use their point of view.

When using Google Autocomplete, you will need to exercise caution because it also considers your individual search history when making recommendations. But it does help you distinguish between proposals from the larger online community and those that are unique to you.

Watch out for the 🕔 icon on those suggestions.

Your personal search history is indicated by autocomplete recommendations that begin with a 🕔 clock (the purple text also gives it away). The people we are concerned about are the ones who have a magnifying glass in front of them. Make sure to remove those from your list of BoFU keywords.

Leverage advanced autocomplete tools for more ideas

A few stand-alone services use a topic grouping technique to delve deeper into audience research. These assist you in identifying additional subjects that your material should cover.

We just discovered a new tool called Topic Mojo. Try it now by typing in “home security cameras” to see if the tool returns any results that indicate intent to buy.

A number of inquiries, including those about pricing, installation, and subscriptions, imply a desire to make a purchase.It's

Keyword Tool is another well-liked autosuggest software. Its ability to scrape keyword suggestions from sources other than Google allows you to search for results on Bing, Amazon, Ebay, and other sites.

Using Keyword Tool, search for "best home security camera." It's a nice touch to include the average cost per click and search volume.

The low amount of free content that Keyword Tool offers is a drawback. It only provides five or six free keywords for each inquiry; the remaining terms are supplied without any extra information about trends, search volume, or competition. It’s still something you can experiment with, though.

Finding BoFU keywords with Answer The Public

Answer The Public is a fantastic freemium service that assists you in identifying more topics worthy of being covered in your content by helping you comprehend related questions people ask about a particular keyword.

To test whether the tool returns searches with purchase intent, let’s begin this example with a head word.

Looking in Answer for “home security cameras” The Public displays some intriguing findings. A section of the tool displays search intent related to Ring, ADT, and Simplisafe substitutes.

The word "like" implies that people are looking for cameras that are comparable to well-known models, but without the brand's premium cost.
The search term "best home security cameras" yields information on monthly subscription costs, country-specific queries, and cameras appropriate for outdoor use.

Now let’s explore a few of the above-described modifiers. It is evident that there are additional search terms available for you to use in your material.

Examining the “home security cameras like Ring” search branch in more detail reveals that people are interested in learning whether these cameras are hackable, how Ring compares to Blink, and whether they have any other options.

Respond Don’t overdo it as there is a daily limit on the amount of free searches you can conduct on The Public. Use it carefully once you have come up with a preliminary list of keywords, unless you have the money to upgrade to a paid plan.

You can employ Answer The Public’s ability to connect different search phrases to your funnel for further refinement. Leanna Serras of FragranceX states, “If you enter what you have or have been using, you’ll glean a lot more that you can actually use to target search intent.”

Review PAAs & question databases

Respond Don’t overdo it as there is a daily limit on the amount of free searches you can conduct on The Public. Use it carefully once you have come up with a preliminary list of keywords, unless you have the money to upgrade to a paid plan.

You can employ Answer The Public’s ability to connect different search phrases to your funnel for further refinement. Leanna Serras of FragranceX states, “If you enter what you have or have been using, you’ll glean a lot more that you can actually use to target search intent.”

Completing a content process report within Content Harmony might assist you in analyzing advanced questions and search intent. A search for “home security camera” reveals that the term’s main purpose is to make a purchase:

We disclose the estimated CPC as well as the volume of searches for that query. Bidding on a term by websites is a good sign of bottom of funnel intent.

In Content Harmony’s workflow report, the ‘Questions’ page pulls in additional questions from Reddit, Quora, and Stack Exchange in addition to Google PAAs. This eliminates the headache of having to manually copy and paste questions into a document while opening numerous browser tabs.

Selecting the ideal questions to forward to your writer is made easier when all of the questions are listed in one browser tab.

Use tools such as Also Asked and Search Response for further in-depth PAA analysis. First, let’s enter a bottom of the funnel keyword into Search Response.

Search Response provides a great deal of detail; by selecting the’related PAA’ option, you can find several queries that you can include in your content.

To test what it throws at us, let’s try a purchase intent keyword with Also Asked. In this instance, “winter jackets” are being used.

You can address reader problems when they browse your affiliate review site or eCommerce business by using these questions. For instance, you may explain to readers what a parka and a jacket are not, and direct them to the appropriate listings, on your product and category pages. To answer specific requests, an affiliate review website might provide a list of the top lightweight puffer jackets.

Study listing & review sites

The best way to capture the voice of the customer is through software and product review sites, where actual people are sharing their goals, expectations, and desires.

These enable you to go deeply into the features that customers are seeking in a new solution or the very particular explanations for why they would leave their present supplier.

For example, let’s see what irate Hubspot users are saying online to see if there are any issues that they have in common. Begin by using the “one-star” filter to find Hubspot reviews on Capterra.

It’s evident from the first negative review that the user intended to utilise it for eCommerce functions including email marketing, customer service, and marketing automation. However, it fell short in that regard.

Check to see if any more reviews match this description.

A review located at a later section of the page conveys dissatisfaction with comparable goals, like email nurturing, optimisation, and A/B testing. As a result, a trend is starting to emerge. Although Hubspot is an excellent tool for inbound marketing and lead generation, it isn’t as capable of handling other aspects of marketing.

You may use these annoyances to create blog posts, advertisements, and landing pages that are targeted at the bottom of the funnel. In this instance, you could begin by emphasising how your email marketing platform performs these functions more effectively if you were attempting to woo away some of Hubspot’s current clients. Provide a tonne of social proof to support your claims, and provide a free trial to clinch the deal.

Through the application of an SEO filter, we are able to identify both high- and low-intent keywords in reviews. Reviews will highlight whatever is consistently working for you, but they can also reveal what the most popular and practical fixes are, which helps us identify potential problems later on. Thus, from an SEO standpoint, client testimonials might be a valuable asset, according to Stephan Baldwin of Assisted Living Centre.

Research what people say in private communities

Understanding where your customers hang out and joining those communities are additional ways to study the voice of your customers.

These days, Slack and Facebook communities are the most prevalent ones.

Superpath, for instance, is a well-liked Slack channel with close to 9,000 users that caters to content marketers.

People in these active communities aggressively seek out suggestions, counsel, and tips from one another, making them a potential goldmine for bottom of the funnel content ideas and keywords. Before making a final purchase decision, consumers are also expressing any particular issues they may have; you may use these for product and service landing pages, sales enablement information, and other BoFU content assets.

For instance, if I were a marketer for Webflow’s team, I would look at the question above and presume that people in charge of big websites frequently had this concern.

Compared to tried-and-true options like WordPress, Webflow is a relatively new CMS, therefore businesses with sophisticated content management systems cannot afford any performance lapses. A smart place to start for Webflow would be to immediately address these issues on product and service sites in order to attract the attention of additional publishers.

Review paid tools for more advanced filtering

The finest things in life are free, however commercial solutions can help you with content prioritising efforts and unleash a degree of detail that publicly available sources may struggle with. If you already have access to a paid keyword tool like Ahrefs, it’s a simple matter of adding the correct criteria to identify new bottom of funnel keywords.

Let’s start by adopting a method we outlined previously – siphoning away unsatisfied clients from the well-recognized businesses in your market or those in the last stages of a purchase decision.

We’ve utilised ‘Mailchimp’ in Ahrefs keyword explorer and added modifiers such as ‘vs’, ‘review’, ‘alternative’, and ‘like’ to filter for BoFU suggestions.

Although there is a lot of search interest in the “alternatives” modifier, the keyword difficulty is also very high.

The “mailchimp vs [brand]” modifier appears frequently when we filter for easier keyword difficulty. These come in handy when your potential customers are actively comparing brands to determine which one best suits their demands and are nearing the conclusion of their purchase process.

Utilizing paid tools to investigate bottom of funnel keywords also involves figuring out what works for the websites of your rivals and applying that knowledge to your own venture.

Let’s look at ClickUp, a productivity and task management app that receives a million monthly visitors through search and ranks for 297,000 organic keywords.

Top organic page filtering reveals ClickUp’s amazing content moat, which it has developed over the years. Because it’s a freemium product, it can effectively position itself for searches like “free gantt chart” and “free project management software” and then progressively upsell users to its premium options as their demands evolve.

Additionally, it can directly compete for high-volume consumers on terms like “Jira alternative,” “Basecamp alternative,” and others, which each bring in several thousand monthly blog readers who are specifically looking for conversions.

According to Max Peters of Technical SEO Consulting, “analyze the keywords that your competitor’s product/service/lead pages are getting traffic for using a keyword research tool like Ahrefs or SEMrush.”

“sites that rank for high intent, bottom of the funnel keywords are likely to be the product, service, or lead sites that appear on Google’s first page.”

Leverage team members and customers to find BoFU keywords

While SEO tools and keyword research are excellent at gathering data, another method to find high buyer-intent phrases is to comprehend and identify the problems that your consumers are facing.

Although you may think you know who your rivals are, what issues you think your product or service addresses, and which value propositions appeal most to your target market, the best way to verify these assumptions is to speak with actual customers.

It’s easy to ask salespeople the typical questions that come up during sales calls if your organization depends on them to close deals. As an illustration:

  • Which other goods and services do potential customers contrast us with?
  • Which typical frustrations do they voice when on the phone?
  • How do you determine whether a lead is ready to buy?
  • What criticisms or worries do they express regarding our product?

These questions will provide you with insights into your target market’s perceptions of your offering. This is superior to quantitative data analysis done through audience insight tools, SEO, and keyword research since you are receiving insights straight from your customers.

According to Eric Doty of Butter, the best-performing material in terms of conversions was produced using the keyword and content insights he learned from talking with his sales staff.

Although he notes that if your business is in a specialized B2B sector, there might not be much historical data or search traffic available for your high-intent keywords, SEO and content tools should still be a part of your keyword research process. “There can be numerous undiscovered chances. Here’s where your sales team may offer a wealth of valuable insights.

Use survey data to get more insights

It’s possible that your company uses a self-serve approach to bring people on board. For instance, at Content Harmony, we don’t have a sales crew; instead, we rely on calls for training and demos, as well as a reasonably priced trial.

With this technique, you may still interact directly with customers during the demo or through an email onboarding sequence. Don’t be afraid to pose open-ended inquiries to them, like:

  • When you first began your product research, what issues did you need to address?
  • How did you learn about us, and what made you decide to pick us over the opposition?
  • Who would you turn to in our place if we were to close?
  • If you had a friend with a comparable issue, how would you explain our product or service to them?
  • Which are the main advantages that our product offers you?
  • What keywords did you use to conduct your research?

Every question has a distinct function. You can find possible keywords you may not have considered, as well as improve landing page optimization and copywriting, by asking your consumers about their concerns.

You may build more comparison pages and focus in on your value proposition on those sites by asking them about who they consider to be competitors in the market and why they choose you over others. Furthermore, by comprehending the primary advantages and search phrases, additional keywords and queries for blogs and landing pages may become apparent.

Assume that the main advantages of utilizing your solution are increased search visibility, superior content, and quicker content throughput. This provides you with important subjects around which to begin creating content; the pieces should be educational and beneficial, but you can also use them to position your product as a vital remedy.

Enough time is spent brainstorming to find some of the less obvious search phrases that potential consumers (who might not be in the industry and might not use the’standard’ terms we take for granted) might use themselves. Holly Lawton of Pearl Scan says, “You can easily miss some of the most valuable high intent keywords if you approach the brainstorming from a narrow view and rush through it.”

Talk to other teams on the front lines

Teams working in customer support, success, and onboarding are in the trenches every day, interacting with clients, assisting them with transitional problems, and answering important support queries.

They are therefore in the greatest position to learn how clients perceive your product and what features enable them to advance.

These coworkers are other important data sources. They are able to express the typical queries and worries that clients bring up to them. Creating material in response to those objections speeds up transaction closure.

Likewise, these associates can also provide insight into the characteristics that your clients value over those offered by other companies. These findings may be used to a variety of bottom-of-the-funnel landing sites, including comparison blogs and product/service pages.

Orginal Post:

Previous Post
Keyword Golden Ratio: What’s That? How Can I Use It in 2024 to Rank Faster?
Next Post
10 Best Reddit Alternatives