How Bottom-of-Funnel Keywords Can Enhance Your SEO Strategy

August 7, 2023

Keywords are the foundation of a successful SEO strategy because they bridge the gap between search intent and content creation. The more your content aligns with search intent, the better the likelihood of ranking. Everything boils down to what keywords you use and how you blend them within the content. Not surprisingly, 78% of B2B marketers prioritize keyword research while creating content.

 

How-Bottom-of-Funnel-Keywords-Can-Enhance-Your-SEO-Strategy-001-2

 

Since search intent can be informational, comparative, or transactional, brands and marketers should cover them all while choosing SEO keywords. However, that’s the conventional approach, emphasizing each part of the funnel equally. According to the modern SEO approach, prioritizing bottom-of-funnel content can give you better results than creating an even spread of content across all three stages.

 

We will explain the concept of bottom-of-funnel keywords and how they can enhance your SEO strategy.

 

Understanding the Stages of Marketing Funnels

 

Before touching on the topic of the bottom-of-funnel keywords, let’s refresh the concept of the marketing funnel. Here are the types of keywords coming in each part of the funnel:

 

Awareness: Top of Funnel

 

At this stage, potential buyers look for information regarding their problems and seek solutions.  Defining keywords correctly can get a large volume of traffic to your website and effectively generate brand awareness.

 

Evaluation: Middle of Funnel

 

The next stage is when buyers start evaluating their options for products and services to resolve their pain points. At this point, they compare providers with similar offerings and search for the “top” or “best” ones.

 

Conversion: Bottom of Funnel

 

At the bottom of the funnel, the buyer is close to the decision phase and searches for brand-specific factors such as pricing, reviews, ratings, and pros/cons. Action keywords such as “buy,” “order,” “call,” and “shop for” can be the winners at this stage.

 

Why Should Brands Be Selective About Funnel Keywords?

 

How-Bottom-of-Funnel-Keywords-Can-Enhance-Your-SEO-Strategy-002

 

The UK has the largest share of digital ad spending in the European market, with an average monthly SEO spending for a business being around £2,000 to £6,000. That means resources are likely limited for companies, so they need to be selective while using them. Outsourcing is a good way to get cheap SEO services in the UK, but even your SEO partners should take a savvy approach to achieve more with less.

 

All SEO Service recommend choosing keywords wisely and tracking them consistently to measure their performance. The good thing is that you can rely on analytics tools to get insights into keyword performance. Once you dig deep, you will realize that bottom-of-funnel keywords have a far better conversion rate than the top and middle variants.

 

According to Ahrefs, almost 95% of keywords get 10 or fewer monthly searches, and just 0.0008% of them have more than 100,000 monthly searches to their credit. The statistics indicate the significance of being selective with your targeting plan. The best way to do it is by focusing on the ones that generate the maximum ROI. The transactional keywords at the bottom of the funnel are your best bet.

 

Why Are Bottom-of-Funnel Keywords Better Than Their Top-of-Funnel Counterparts?

 

SEO marketers often consider high search volume a valid reason to chase the top-of-funnel keywords. Apparently, they can get more traffic for your website. However, they are not great when it comes to conversion potential. Someone seeking information at the top of the funnel stage has a long way to go, with the following steps:

  • Typing the query
  • Clicking into your results
  • Reading the content

 

Only a fraction of these users remember your brand to return later and move to the next stage. Even fewer of them subscribe or share their email to download a gated resource, and a small number will open subsequent drop emails. You can imagine how challenging scoring a conversion can be across these stages, regardless of the high search volume of top-of-funnel keywords.

 

With bottom-of-funnel keywords, you can bypass all these stages and take the user close to conversion right away. The chances of sealing a deal are far better when there are fewer stages to go through, and the buyer is ready for a transaction.

 

The ideal keywords for the transactional stage include.

  • Category keywords
  • Comparison keywords
  • How-to keywords

 

All these have a high conversion potential because they drive the lead toward a closure.

 

The Bottom Line

 

SEO resources are finite, no matter how big your budget for the initiative is. Going too far with keywords may never get you the results you seek. Conversely, sticking with the high-conversion bottom-of-funnel keywords can empower your SEO plan with better outcomes. You can follow this simple guide to rework your keyword research and optimization strategy.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about SEO.

Unlocking the Power of CPA in Marketing: A Beginner’s Guide to Success

In fast-changing online marketing, Cost Per Acquisition (CPA) shows how well ads bring in sales or new customers. Understanding CPA in marketing is vital for new marketers to enhance ads and increase earnings. This guide will teach you the basics of CPA and give you...

Unveiling the Pillars of Sustainable Business Competitive Advantages

A competitive edge is vital for any business seeking long-term success and profits. In today's rapidly evolving marketplace, companies must identify and leverage unique advantages that set them apart from rivals. Sustainable competitive advantages are strengths that...

Amazon Advertising and Bid Optimization: Lessons from the Experts

Amazon advertising has become an essential part of the e-commerce landscape. With millions of shoppers turning to Amazon to search for and purchase products, having a presence on Amazon has become vital for brands and third-party sellers. However, with increasing...

Simple Time Management Tips For Business Owners

  Time management is one of the most critical things for a business to become successful in today's world. In a business environment, business owners do know only time management can ensure success and be competitive. The time calculator assists you in positively...

Optimizing Affiliate Links: A Comprehensive Guide 

  Affiliate marketing can be an appealing option if you're looking to turn your online passion into profit. This model helps you generate income by marketing someone else's products or services. It has become popular, especially in this digital age, where...

PNG to PDF Conversion – Explore Cost-Free Solutions

Methods For Converting PNG to PDF Free of Cost:   Portable Network Graphics is a popular choice for artists, websites, photographs, and more because of its high quality, transparency, and lossless image compression. Several reasons may compel you to convert the...

Evaluating Digital Advertising ROI in E-Commerce Campaigns

Digital marketing advertising usually runs at once on social media and digital media. Most of us are familiar with social media platforms like Facebook, Instagram, Twitter TikTok, etc. Digital marketing can be of different types like Search Engine Marketing(SEM) and...

The Importance of Converting JPG to PDF For Document Preservation

In today's era of digital, preserving important documents has become increasingly important. To ensure the long-term accessibility and perseverance of valuable information, converting JPG files to PDF is the basic step. There are a range of benefits involving reduced...

Read more articles about business.

COD Affiliate Network: Expanding Opportunities with TerraLeads

COD Affiliate Network: Expanding Opportunities with TerraLeads

  Affiliate programs are one of the popular ways to earn money online, whether pursued passively or actively. While there are numerous remote job opportunities available online, an increasing number of individuals are opting for traffic affiliate marketing. To...

How to Optimize Your Construction Business for Increased Revenue

How to Optimize Your Construction Business for Increased Revenue

  In today's competitive construction industry, optimizing your business for increased revenue is not just a desire but a necessity. With changing market dynamics and evolving customer expectations, staying ahead requires strategic planning and implementation....

Understanding Digital PR and Its Impact On Your Business

Understanding Digital PR and Its Impact On Your Business

  Small and established businesses significantly benefit from a strong digital PR and marketing strategy. Having a clear and well-laid-out digital public relations strategy is important for businesses. Unfortunately, most businesses refer to business relations...

How To Setup Your Business For Free Organic Lead Generation?

How To Setup Your Business For Free Organic Lead Generation?

  Ever wonder how some businesses seem to attract customers like bees to honey, without spending a dime on advertising? That, my friend, is the magic of free organic lead generation.   It's about getting people to naturally stumble upon your business and be...

Share This