Why Brands Should Focus On Bottom Of Funnel Keywords In Their SEO Strategies
Why Brands Should Prioritize Bottom Of Funnel Keywords In SEO
Understanding the Funnel Concept
The marketing funnel is a critical model used in marketing to showcase the customer journey from the awareness phase to the final purchase point. It’s usually categorized into three main areas: top, middle, and bottom—the Bottom of Funnel (BOFU) being the last stage before a customer makes a purchase.
This stage involves individuals who are ready to buy and are examining different options before they make their final decision. They have gone through the process of recognizing their need, researching various solutions, and finally preparing to make a purchase.
In terms of SEO, it means buyers at this stage are using certain keywords that brands can leverage to gain traction. These BOFU keywords are therefore crucial as they enable a brand to engage potential clients who are prepared to make transactions.
Consider a prospect intending to buy a portable Bluetooth speaker. They’ve researched what a Bluetooth speaker is, evaluated various brands, and now they’re on the verge of buying one. They may search for “best portable Bluetooth speaker deals” or “discount on jbl flip 5”. As a brand selling these speakers, it would be a clever move to anticipate this kind of precise, transaction-focused language and incorporate it into your keyword strategy.
Bottom of Funnels keywords helps in engaging motivated customers.
Implementation of BOFU keywords enhances brand visibility amongst prospective competitors.
Conversion rates tend to increase with effective usage of Bottom of Funnel keywords.
A tailored approach considering BOFU terminology could differentiate a brand from its competitors.
Profiting from BOFU keywords requires an understanding of the customer’s purchasing habits and preferences.
Attention to detail in selecting relevant and specific keywords will earn the desired click from the buyer.
Competitor Analysis for BOFU keywords
Knowing what your competitors are doing in their SEO strategy is crucial to stay ahead, especially when it comes to BOFU keywords. By using various SEO tools, a brand can determine which keywords their competitors rank for and identify potential opportunities.
This doesn’t suggest mirroring their strategy but rather discerning what they’re doing right or wrong and refining your strategic approach accordingly.
For instance, suppose you notice your competitor’s strategy is primarily focused on broader, TOFU (Top of Funnel) keywords and neglects specific, high-intent phrases. In this case, you can take advantage and target these high-converting BOFU keywords more aggressively.
Monitoring competition helps in identifying untapped keyword opportunities.
Insights from competitive analysis can guide the creation of an optimized SEO strategy.
Uncovering keyword gaps will provide leverage over competitors.
Capitalizing on neglected BOFU keywords could yield significant results.
Competitor analysis should be an ongoing process to sustain competitive edge.
Analyzing both direct and indirect competitors can give a holistic view of the keyword landscape.
Conversion Rate Vs. Traffic
In terms of digital marketing performance, two significant metrics always come up: traffic and conversion rate. From an SEO perspective, increased web traffic is often considered as a basic measure of success. But there’s more to it than meets the eye.
While getting a healthy amount of traffic to your website is important, simply receiving visits doesn’t guarantee sales. This is where the concept of conversion comes in; turning visitors into customers, subscriptions, or any action that meets the brand’s goal.
BOFU keywords play a crucial role in promoting high conversions because they attract users who have a high purchase intent. These users are likely more receptive to making the final purchase decision.
Imagine you’re selling organic skincare products online, and you’re targeting the keyword “organic skincare”. While this may attract a considerable number of visitors interested in learning about organic skincare, not all are necessarily ready to buy. However, if you target “buy organic skincare online”, this narrows down your audience to those who are likely ready to make a purchase.
Increased traffic does not always equate to increased conversions.
BOFU keywords often lead to higher conversion rates.
Selecting BOFU keywords should consider user purchase intent.
Narrowing down your audience with specific keywords can enhance conversion rate.
Targeting the right keywords could decrease bounce rates and improve site engagement.
Efficient use of BOFU keywords could significantly boost ROI
Increasing Brand Visibility
BOFU keywords also increase brand visibility by helping businesses rank for specific terms that in-market consumers are searching for. High visibility on search engines boosts a business’s credibility and the probability of attracting potential buyers.
More than that, high visibility for BOFU keywords signals to customers that the brand is a trusted market player, as search engine algorithms tend to prioritize well-established and reliable sites in their SERPs.
Back to our Bluetooth speaker example, if your business consistently ranks high for “best discount on Bluetooth speakers,” potential buyers will start acknowledging your brand as a reliable source and be more persuaded to purchase from you eventually.
Increase in brand visibility builds customer’s trust in the brand.
Visibility for BOFU keywords could influence customer’s buying decision positively.
Brands appearing prominently in BOFU searches enjoy a positioning edge over competitors.
Brand awareness among prospective customers is enhanced with optimized BOFU keywords usage.
High search engine ranking reflects a brand’s reliability and consumer trust.
Ease of Measuring Success
One of the advantages of focusing on BOFU keywords is the ease of measuring success. As these terms are tied to conversions, it’s rather straightforward to assess whether your targeted keyword strategy is working.
By tracking your conversion rate and other high-intent actions (e.g., form submissions, downloads, purchases), you can adjust your BOFU keyword strategy if needed or replicate successful tactics across other products and services.
For example, if you’ve been targeting “buy acoustic guitar online” and notice an increase in ecommerce conversion rate over a given period, then you can consider this keyword a success for your BOFU SEO strategy.
BOFU keywords provides clear metrics for measuring SEO success.
Tracking conversions simplifies assessing effectiveness of chosen keywords.
Visibility into successful tactics will help to refine ongoing strategies.
Performance of BOFU keywords can be measured via various tools including Google Analytics.
Understanding keyword performance helps optimize spend and efforts.
Trends in keyword success should guide future SEO strategies.
Long-Term Benefit and Customer Retention
Working on BOFU keywords doesn’t just provide immediate benefits. It offers long-term advantages like customer retention. A visitor who finds precisely what they’re looking for by using specific search terms is more likely to return to your site for similar needs in the future.
After all, customers stay loyal to brands that cater to their needs effectively and efficiently, providing a seamless shopping experience.
Suppose as a web design agency, you rank high for “web design pricing plans”, and a potential client finds your site through that phrase. After comparing options, they decide to choose your agency for their project. Should they need similar services in the future, they’re more likely to return to your website because of the previous positive experience.
Efficient keyword strategy could enhance customer lifetime value.
Satisfying customers’ specific needs promotes repeat business.
Customer retention can be a cost-effective marketing strategy, through right keyword usage.
A user-friendly buyer journey anchored by suitable BOFU keywords encourages site revisits.
Careful selection of keywords contributes to a long-term customer relationship.
Potential for Remarketing
Bottom-of-funnel users are also excellent candidates for remarketing campaigns. Since they have shown interest in making a purchase and have interacted with your website, you can strategically target them with relevant ads as they engage with other websites or platforms.
BOFU audiences help brands to reduce wastage in ad spend and increase the probability of conversion, considering their high purchase intent.
Consider retargeting visitors who have clicked on your “order custom-made jewelry online” page but did not complete the purchase process. By serving them targeted ads, there is a good chance you could nudge them towards completing the transaction.
BOFU users tend to respond optimally to remarketing campaigns.
The high purchase intent of BOFU audiences make remarketing an effective strategy.
Remarketing aids in recall and might nudge users towards conversions.
Using correct BOFU keywords reduces wastage in ad spend.
A well-structured remarketing campaign may result in increased sales.
Remarketing could help in leveraging abandoned carts into successful transactions.
Mitigating Ad-Blocker Effect
With the rising adoption of ad-blockers, search engine marketing (SEM) campaigns can be negatively impacted as ads may not reach the intended audience. However, organic search tactics, like focusing on BOFU keywords in SEO, provide a way around this issue.
When you target users via organic search, you engage them exactly when they’re looking for what you offer without intrusive advertisements. This ensures your brand remains visible to users who have ad-blockers installed.
Should a potential customer search the keyword “cheap international flights booking”, appearing prominently in organic search results can still make your travel agency gain visibility despite ad-blocking software.
BOFU keyword targeting aids in mitigating the ad-blocker effect.
Brands maintain conspicuousness amidst customers using ad blockers by optimizing organic search.
Focusing on SEO minimizes dependency on SEM in presence of ad-blockers.
Better organic search ranking assures unhindered visibility to potential consumers.
A thoughtful SEO strategy could counteract the rising usage of ad-blockers.
Ad-blockers have limited impact on the effectiveness of a good BOFU keyword strategy.
Impact of BOFU Keywords
A brand’s prominence or recognition, affected by its search engine ranking.
Improves brand perception and enhances brand trust amongst potential buyers.
Analyzing competitive landscape to identify keyword opportunities.
Validates the effectiveness of existing strategies and identifies untapped keyword opportunities.
Conversion rate Vs. Traffic
Measure of conversions accomplished versus overall website traffic received.
Helps draw more high-intent visitors, leading to an improved conversion rate.
Evaluating the effectiveness of SEO strategies via quantifiable metrics.
Presents clear, measurable results tied directly to conversions and business goals.
Long-Term Benefit and Customer Retention
The ongoing loyalty of satisfied customers.
Improves customer retention by meeting explicit user needs effectively and efficiently.
Potential for Remarketing
The strategy of re-targeting individuals who have previously interacted with your website.
Boosts the success rate of remarketing campaigns by targeting high-intent audiences.
Owning a strategy that effectively reaches users in spite of ad-blocker software.
Provides visibility in organic search which remains unimpeded by ad-blockers.
From increasing brand visibility to mitigating the effects of ad-blockers, prioritizing Bottom of Funnel keywords definitely offers noticeable advantages. As companies continually fine-tune their SEO strategies, these points should be put into consideration.