Most SEO advice tells you to write blog posts targeting high-volume keywords. That advice is increasingly wrong.

ChatGPT answers informational queries. Google’s AI Overviews reduce blog click-through rates by 34%.1 Reddit and Quora dominate “how to” searches. The traditional SEO playbook—write educational content, build authority, wait for traffic—is breaking down.

The opportunity lies elsewhere: bottom of funnel keywords. These search terms target buyers, not browsers. They convert at 3X the rate of top-of-funnel content.2 And most competitors ignore them completely.

What Are Bottom of Funnel Keywords?

Bottom of funnel (BOFU) keywords are search terms used by people ready to make a decision. They’ve already researched, compared options, and narrowed their choices. Now they’re searching for final validation or a way to take action.

The buyer’s journey has three stages:

StageIntentExample Keywords
Awareness (TOFU)Learning about a problem”what is project management”
Consideration (MOFU)Evaluating solutions”project management software features”
Decision (BOFU)Ready to buy”asana vs monday pricing”, “best project management for agencies”

BOFU keywords share three characteristics:

  1. High specificity: Searchers know exactly what they want
  2. Lower search volume: Fewer searches, but each one matters more
  3. Higher conversion rate: These people are ready to act

According to research from Positional, BOFU pages account for 75% of conversions on large websites despite representing a fraction of total content.3

The Three Types of BOFU Keywords

Transactional Keywords

The searcher intends to take action immediately.

Common modifiers:

  • buy, order, purchase
  • subscribe, sign up
  • schedule, book
  • download, get
  • hire

Examples:

  • “buy standing desk”
  • “schedule consultation accountant”
  • “sign up notion free trial”

Commercial Keywords

The searcher is comparing final options before deciding.

Common modifiers:

  • vs, versus
  • alternatives
  • best, top
  • reviews, comparison
  • for [specific use case]

Examples:

  • “slack vs teams for small business”
  • “mailchimp alternatives”
  • “best CRM for real estate agents”

Conversion Keywords

Terms that consistently precede a purchase or signup, even without obvious buying intent.

Common modifiers:

  • pricing, cost, how much
  • free trial, demo
  • discount, coupon
  • near me (for local)

Examples:

  • “hubspot pricing”
  • “figma free trial”
  • “quickbooks discount code”

Compact Keywords: Edward Sturm’s Framework

Edward Sturm, who runs the Compact Keywords course, developed a specific approach to BOFU keyword targeting that generated over $3 million in additional revenue for a single client.1

The framework centers on targeting highly specific search terms that most SEO practitioners ignore because of low search volume.

What Makes a Keyword “Compact”

A compact keyword is a long-tail, high-intent search term that precisely matches what a buyer wants. The specificity is the advantage.

Compare these two keywords:

Standard ApproachCompact Keyword
”enterprise collaboration software""collaboration software with intuitive learning curve"
"accounting software""accounting software for amazon fba sellers"
"CRM software""CRM with automatic email tracking for consultants”

The compact keyword targets a smaller audience—but that audience converts at dramatically higher rates because the content matches their exact need.

Why Compact Keywords Work

Low competition: Most competitors target volume keywords. A search term with 50 monthly searches attracts almost no competition, yet those 50 searches might represent 10-15 qualified buyers per month.

Shorter content requirements: Sturm’s research shows that compact keyword pages can rank with 400-500 words of focused content.4 You don’t need comprehensive guides. You need precise answers.

AI-proof: ChatGPT and Google’s AI Overviews handle general queries well. Highly specific queries about particular use cases, pricing comparisons, or niche applications still require original content.

Algorithm-resistant: Pages targeting compact keywords rarely get hit by Google updates because they serve genuine search intent without manipulation.

How to Find BOFU Keywords

Method 1: Modifier Stacking

Start with your product category (seed keyword) and systematically add BOFU modifiers.

Seed keyword: project management software

Add modifiers:

Modifier TypeCombined Keyword
Use caseproject management software for agencies
Comparisonproject management software vs spreadsheets
Alternativeasana alternatives for small teams
Pricingproject management software pricing comparison
Feature-specificproject management software with time tracking

Create a matrix of your seed keywords and modifiers to generate dozens of BOFU keyword targets.

Method 2: Competitor Keyword Mining

Use Ahrefs, Semrush, or free alternatives like Ubersuggest to find competitor pages ranking for commercial terms.

Process:

  1. Enter competitor domain
  2. Filter for keywords containing: vs, alternative, pricing, best, review
  3. Identify gaps where you can compete

The “[competitor name] alternatives” query is particularly valuable. If users search for alternatives to your competitor, create content targeting that term.

Method 3: Search Suggest Mining

Google’s autocomplete reveals what people actually search.

Process:

  1. Type your seed keyword plus a BOFU modifier
  2. Note the suggestions Google provides
  3. Check “People also ask” for comparison and commercial queries
  4. Repeat with variations

Reddit and forum mining adds another layer. Search Reddit for your product category and note how real people describe their requirements. Their language becomes your keyword targets.

Method 4: Customer Language Analysis

Your existing customers describe what they want in their own words.

Sources to mine:

  • Sales call transcripts
  • Support ticket common themes
  • Review sites (G2, Capterra, Trustpilot)
  • Competitor reviews (especially complaints)
  • Customer survey responses

A customer saying “I needed something that worked with my existing accounting software” reveals a keyword opportunity: “[your product] [accounting software] integration.”

BOFU Content Types That Convert

Comparison Pages

Structure: [Your Product] vs [Competitor]

These pages directly address buyers comparing final options.

Essential elements:

  • Feature comparison table above the fold
  • Honest assessment (acknowledge competitor strengths)
  • Clear use-case recommendations
  • Pricing comparison
  • Final verdict with reasoning

Example structure:

H1: [Your Product] vs [Competitor]: Which Should You Choose?
- Overview of both products (2-3 sentences each)
- Feature comparison table
- Pricing breakdown
- Best for: [Your Product] - [specific use cases]
- Best for: [Competitor] - [specific use cases]
- Verdict
- FAQ section

Alternatives Pages

Target: “[Competitor] Alternatives”

People search this when they’re dissatisfied with a current solution or comparing options.

Why people search alternatives:

  • Pricing concerns
  • Missing features
  • Poor support experience
  • Scaling limitations

Structure:

  1. Why people look for alternatives (validate their concerns)
  2. Key criteria for evaluation
  3. List of alternatives (including yours, positioned honestly)
  4. Comparison table
  5. Recommendation by use case

Category Landing Pages

Target: “Best [Category] for [Use Case]”

Examples:

  • “best invoicing software for freelancers”
  • “best CRM for real estate”
  • “best project management for remote teams”

Include your product in the list. Transparency builds trust—readers know you’re biased, so acknowledge it while providing genuinely useful comparisons.

SEO-Optimized Pricing Pages

“[Product] pricing” is a high-intent keyword that many companies neglect.

Requirements:

  • Make the pricing page indexable (not behind JavaScript that blocks crawlers)
  • Include pricing in structured data
  • Add comparison to alternatives
  • Address common pricing objections
  • Include FAQ section targeting pricing-related queries

On-Page Optimization for BOFU Content

Page Structure

BOFU searchers want quick answers. Structure pages for scanability.

Above the fold:

  • Clear H1 with primary keyword
  • Comparison table or summary
  • First CTA

Throughout the page:

  • CTAs at logical decision points (not just the end)
  • Comparison tables and bulleted lists
  • Short paragraphs (2-3 sentences)

End of page:

  • FAQ section for long-tail variations
  • Final CTA with urgency element

Content Length

Contrary to typical SEO advice about comprehensive content, BOFU pages perform well at 400-500 words.4

The reasoning: BOFU searchers don’t want education. They want answers and next steps. A concise page that directly addresses their query outperforms a 3,000-word guide that buries the answer.

Exceptions:

  • Detailed comparison pages may need 1,000-1,500 words to cover all features
  • “Best X for Y” listicles may need more length to cover multiple options

Technical Requirements

BOFU traffic converts. Don’t lose it to technical issues.

Speed: Buyers are impatient. Pages should load in under 2 seconds.

Mobile: Many comparison searches happen on mobile devices.

Schema markup: Implement appropriate structured data:

  • Product schema for product pages
  • FAQ schema for FAQ sections
  • Review schema where applicable

Measuring BOFU Success

Metrics That Matter

BOFU content should be measured differently than awareness content.

Primary metrics:

  • Conversion rate (signups, demos, purchases)
  • Revenue attributed to page
  • Assisted conversions (BOFU page in conversion path)

Secondary metrics:

  • Bounce rate (high might indicate mismatch between query and content)
  • Time on page (lower is often better for BOFU—they found what they needed)
  • Click-through rate from search results

Tracking Setup

In GA4:

  1. Set up conversion events for key actions
  2. Create a segment for traffic from BOFU pages
  3. Track conversion rate by landing page

UTM parameters: Tag internal links to BOFU pages to track assisted conversions.

CRM integration: Connect web analytics to your CRM to track revenue from specific pages through to closed deals.

Common Mistakes to Avoid

1. Targeting volume over intent A keyword with 10,000 monthly searches and 0.1% conversion rate generates fewer customers than a keyword with 100 searches and 10% conversion rate.

2. Writing educational content for commercial queries Someone searching “[product] vs [competitor]” doesn’t want a guide about the product category. They want a direct comparison.

3. Hiding pricing Removing pricing from your website doesn’t make competitors disappear. It makes you disappear from consideration. Transparent pricing builds trust.

4. Ignoring competitor comparison opportunities If people search “[your competitor] alternatives,” that’s traffic you should capture. Not creating this content cedes the conversation to affiliates and review sites.

5. Over-optimizing Keyword stuffing kills trust with BOFU readers. They’re sophisticated enough to recognize manipulation. Write naturally with the reader’s decision in mind.

Action Plan: Your First 10 BOFU Pages

Week 1: Research

  1. List your top 5 competitors
  2. Create modifier matrix with seed keywords
  3. Mine competitor keywords for commercial terms
  4. Document customer language from sales calls/support

Week 2-3: Create Priority Content

Create pages in this order:

  1. Pricing page (if not already optimized)
  2. vs [Top Competitor] comparison
  3. vs [Second Competitor] comparison
  4. [Top Competitor] alternatives page
  5. Best [your category] for [your best use case]

Week 4-5: Expand

  1. vs [Third Competitor] comparison
  2. [Second Competitor] alternatives page
  3. Best [category] for [second use case]
  4. [Your product] free trial or [Your product] demo page
  5. Best [category] for [third use case]

Timeline Expectations

BOFU pages can rank within 2-4 weeks for low-competition terms. Higher competition comparison queries may take 2-3 months.

The advantage: once ranking, these pages generate consistent conversions with minimal maintenance.

Conclusion

The SEO landscape shifted. AI handles informational queries. Social platforms dominate educational content. Traditional blog strategies deliver diminishing returns.

BOFU keywords represent the defensible opportunity. Target buyers instead of browsers. Create content that answers decision-stage questions. Measure conversions, not traffic.

Start with your competitor comparison pages. Move to alternatives content. Build out use-case specific landing pages. Each piece of content should directly address someone ready to take action.

The companies winning at SEO in 2025 aren’t publishing more content. They’re publishing content that converts.

Further Reading

References

Footnotes

  1. Sturm, Edward. “Bottom of Funnel SEO Love Letter.” https://edwardsturm.com/articles/bottom-of-funnel-seo-love-letter/ ↩ ↩2

  2. Siege Media. “Bottom Funnel Content Strategy.” https://www.siegemedia.com/strategy/bottom-funnel-content - Research indicates 20 BOFU pieces generate 3X the conversions of 40 TOFU pieces. ↩

  3. Positional. “Bottom of the Funnel Keywords.” https://www.positional.com/blog/bottom-of-the-funnel-keywords ↩

  4. Sturm, Edward. “Compact Keywords Course.” https://compactkeywords.com/ - Framework for ranking with 400-500 word pages targeting specific commercial intent. ↩ ↩2