How to Find Bottom of Funnel Keywords

If you want to capture leads almost guaranteed to convert, you need to focus on your audience’s journey.

Not just through one marketing channel but their entire customer journey. 

To capture quality leads (and ultimately revenue), you need to understand:

• What your potential customers are looking for
• How to engage them at every touchpoint
• What current problems they may have

This means going beyond content strategies that involve white papers and ebooks to capture contact information.

This will involve bottom of the funnel keywords.

What are bottom of the funnel keywords?

Bottom of the funnel keywords are used to target users at the final stage of their buyer’s journey. 

The goal is to capture the audience’s intent through SEO before they make their final decision.

Assuming your customers have gone through their journey, they are ready to purchase or convert.

Whether that is a product demo or a free trial.

These bottom of the funnel keywords can include:

• Competitor comparisons
• Competitor alternatives’
• Service Keywords
• Category content
• Sales Enablement Content

Examples of these include:

• Best project management software
• Asana Alternatives
• Employee Satisfaction Software for Startups
• Ahrefs vs SEMrush

Why Bottom of the Funnel Keywords Are Worth Going After

Bottom of the funnel keywords will ultimately be the tool used to convert your audience.

They can:

• Influence at Decision Point: Targets users ready to purchase, influencing their final choice.
• Control Over Narrative: Offers the opportunity to present the product favorably compared to competitors.
• Comprehensive Customer Journey: Covers the entire funnel from awareness to decision-making.
• Optimized Customer Experience: Creates a seamless transition through each buying stage.
• Content Velocity and Quality: Balances the frequency of content production with its quality, ensuring effective reach and engagement

Common Types of Bottom of the Funnel Content Topics You Can Go After

#1. Comparison Content

Comparison content is usually in the form of “vs.” content.

As mentioned before, a user has boiled their options down to two competitors and is now looking to find what will be the better product.

Use breakdowns, comparison tables, or charts to highlight the unique features that set you apart from the competition.

The purpose is to show potential buyers why they should choose your solution over the competition.

Whether it’s brand or product comparisons, you want to highlight what separates you from the competition and why you’re ultimately the better solution.

Example of Comparison Content: Ahrefs vs. Moz vs. SEMrush

As mentioned, “vs.” content allows you to go toe to toe with a competitor.

In the case of Ahrefs, they have a product comparison article dedicated to their top 2 competitors (SEMrush and Moz).

Interestingly enough, Moz and SEMrush don’t have these bottom of the funnel articles, so Ahrefs has full range to control the narrative about their product and competitors.

And, of course, they will position their product as a better solution than the competition.

This makes no sense on SEMrush and Moz’s part; they’re missing out on thousands of search traffic. 

#2. Competitor Alternatives

These articles or landing pages target users looking for alternatives to a potential or current solution. 

This type of content highlights to users what other products are in the market, especially when they have doubts about the solution they’re using.

Using the example above, say you’re SEMrush, and your main competitor is Ahrefs.

Ahrefs is a pricey solution ($200 per month vs. SEMrush’s $130 per month).

If price is a pain point, which it likely is, you can capture searches for users looking for similar but cheaper products.

In fact, “Ahrefs alternatives” has around 700 monthly searches per month. 

And you know this traffic is highly qualified.

They are actively looking for solutions relevant to you.

This is how you target actual qualified traffic. 

By targeting specific pain points or limitations of the competitor, you can offer your solution as the main alternative to your competitor. 

Competitor Alternatives Example: Asana Alternatives

Workzone and Hive are doing this with Asana, a popular project management software.

You can see in the meta description of each URL that each website positions themselves as the better alternative to Asana.

In the case of Workzone, they’re calling out Asana’s negative features and showing how their product does what Asana can’t. 

Monday.com’s Alternative Example

Monday.com is an interesting example of this. 

In addition to creating alternative articles for their competitors, they also made an alternative article for themselves.

Why in the world would you ever do this?

It’s actually a genius content marketing tactic. 

They know their competition will create alternative articles against them regardless, so they’re getting ahead of their competition and controlling the narrative around their product rather than letting their competition get a leg up on them.

Even better, they’re using this article to highlight the negative features of their competition while still positioning their product as the better solution.

It negates the purpose of all the other competitor’s alternative articles.

And even better, they rank in position #1 for that search term that has 350 monthly searches.

#3. Best “Category” Content

These articles establish your product as the top choice in a specific category, such as:

• Best Project Management Tools
• Top CRM Systems for Startups
• Best Analytics Software for Mobile Apps

They cover a variety of products but subtly highlight your software’s features as the best for that category.

This will help users connect with products they deem the “best” for their issue.

Best Category Content Example: Best Time Tracking Software

As you can see in Paymo’s case, they’re creating “best of” content to showcase who the best time-tracking service providers are.

And you can probably guess who will be number 1 on that list.

And the best time tracking software award goes to Paymo!

Nominated by Paymo!!

But in all seriousness, this is a great way to capture the initial interest of people looking for options for your solution.

So, if you’re not capitalizing on this content, your competitors probably are.

Best Practices for Creating Bottom-of-the-Funnel Content

Keep the Content Heavily Product Aligned

Prospects in the BoFu stage want details about you.

Focus on its features, capabilities, and benefits.

But don’t just list them; show your target audience how your solution can solve their problems.

Show how your software integrates smoothly into their workflows and tackles their challenges.

Avoid talking about how your product is the world’s greatest invention; instead, take a customer-focused perspective and create content that shows how your solution can be used to solve your target audiences’ problems.

You are taking a product-led approach to your content and answering the search intent behind a query, which will help you rank better.

So you’ll be killing two birds with one stone there. 

Don’t Be Too Salesly With Your Content

While it’s tempting to go full throttle on the sales pitch, subtlety is critical at this stage.

Your prospects are already interested; they need assurance, not pressure.

Create a balance by focusing on your product’s genuine value propositions and solutions.

Authenticity and clarity will make your BoFu content more relatable and persuasive without sounding desperate for a conversion.

Focus on the desired result, not the pitch

Your product has the power to transform.

Show its impact.

Help prospects see how your software can improve their operations, increase their ROI, and make their lives easier.

Create the Best Content Possible

Quality should be uncompromised at the BoFu stage.

As a more straightforward way of putting it, your content has to be on point at this stage in the marketing funnel. 

To build up your customer base and earn more signups, you must focus on creating the best content possible, especially at this funnel stage. 

Your entire blog article needs to convey to the reader why your product is the best choice for them. 

And they’ll leave fast if your content is low-quality or entirely AI-generated.

Set Clear KPIs with your Content

Creating BoFu content is about both production and performance.

You need to establish key performance indicators (KPIs) to measure your content’s effectiveness at driving conversions.

Understanding what resonates with your audience and what doesn’t is essential so you can make improvements accordingly.

Use:

• Email list signups
• Product demo requests
• Product signups
• Free Trial Requests
• MQLs (Qualified MQLs)

Have Clear CTAs Throughout Your Content

Your BoFu content should have a clear Call to Action (CTA). 

They can guide users to start a free trial, schedule a demo, or even sign up for your product.

I recommend auditing your content at least every 3 months to find CTA opportunities.