As an SEO expert, you’ve likely heard that SEO is a funnel, but what does that mean in practice? How do you approach keyword optimization to capture customers at every stage of the buyer’s journey?
This guide will walk you through a strategic approach that turns conventional thinking on its head: starting from the bottom of the funnel and working your way up.
Understanding the SEO Funnel: TOFU, MOFU, and BOFU
In SEO, we often break the customer journey into three core stages:
- Top of the Funnel (TOFU): The awareness stage.
- Middle of the Funnel (MOFU): The research phase.
- Bottom of the Funnel (BOFU): The decision-making stage.
Each of these stages plays a crucial role in attracting and converting potential customers, but what sets successful strategies apart is how you prioritize them. Let’s break them down further:
- TOFU (Top of Funnel): Content here serves to build awareness. People in this stage are learning about their problem, not looking for a solution just yet. These keywords typically have high search volume but lower conversion intent.
- MOFU (Middle of Funnel): This stage is all about research. Customers are aware of their problem and are researching possible solutions, trying to gather enough information to make an informed decision. The keywords here may show moderate search intent.
- BOFU (Bottom of Funnel): This is where customers are ready to make a decision. They’ve researched their options and are now looking for the best product, service, or solution to meet their needs. BOFU keywords show high buying intent and tend to lead directly to conversions.
The Bottom-Up Approach: BOFU First
Most SEO strategies focus on the top of the funnel (TOFU) first, aiming to cast a wide net and capture as much traffic as possible. However, as a seasoned SEO professional, I recommend flipping this approach and focusing on BOFU keywords first. Here’s why:
- BOFU keywords have the highest intent. These users are closest to making a purchase or conversion decision, meaning they’re more likely to turn into paying customers.
- By focusing on BOFU, you can start generating revenue right away while you work on building a broader content strategy for MOFU and TOFU.
Think of BOFU as a quick win—capturing the low-hanging fruit with a higher likelihood of converting. Start here to get immediate results and build a foundation of paying customers.
Example:
If you run an SEO agency, your BOFU content might target keywords like:
- “Best SEO agency for SaaS”
- “Affordable SEO services for small businesses”
- “SEO expert for eCommerce”
These terms reflect someone who is actively seeking a service and ready to make a decision.
Next Step: MOFU for Research-Stage Customers
Once you’ve established your BOFU content, it’s time to move up the funnel to MOFU keywords. These are the keywords your potential customers are searching for when they’re still researching, comparing options, or learning more about how to solve their problems.
MOFU content helps educate your audience and builds trust by showing that you have the expertise to solve their problem. This is where blog posts, case studies, and detailed guides come into play.
Example:
MOFU keywords for our SEO agency example might include:
- “How much does SEO cost?”
- “SEO vs. PPC: Which is better for my business?”
- “How to choose the best SEO agency for small businesses”
At this stage, your goal is to guide potential customers toward the bottom of the funnel by offering valuable insights that answer their questions and establish your authority in the field.
TOFU: Driving Awareness
Finally, once you’ve covered BOFU and MOFU, it’s time to focus on the top of the funnel (TOFU). These keywords are high in search volume but low in intent, meaning they’re more likely to bring in traffic rather than conversions.
TOFU content is primarily about building awareness. It’s designed to position your brand as a subject matter expert, helping people understand the basics and become familiar with your company.
Example:
TOFU keywords might look something like:
- “What is SEO?”
- “How to rank on Google in 2024”
- “Benefits of content marketing”
At this stage, you’re introducing your audience to broad, foundational concepts. TOFU content typically brings in visitors who are just beginning their journey but may not convert until much later. However, this content is essential for building your authority and feeding more people into the funnel over time.
Why This Strategy Works: BOFU → MOFU → TOFU
Starting at the bottom of the funnel with BOFU allows you to:
- Capture customers who are ready to buy now.
- Build revenue and momentum quickly.
- Establish trust with paying customers, who can then spread the word about your services.
Once you’ve optimized your BOFU content and started generating conversions, you move up to MOFU and TOFU to expand your reach and bring more people into the funnel. This bottom-up approach ensures you’re always focusing on what’s most important: capturing paying customers first, then scaling your traffic later.
Flip the Funnel for SEO Success
The key to a successful SEO keyword strategy is to start with the bottom of the funnel and work your way up. By focusing on high-intent BOFU keywords first, you can capture ready-to-buy customers and generate revenue immediately. Then, expand your reach by adding MOFU and TOFU content to educate and attract more potential customers over time.
Remember, in SEO, it’s not just about driving traffic—it’s about driving the right traffic. So start at the bottom, capture conversions, and watch your business grow.
