When it comes to SEO, most SaaS companies focus on broad, high-traffic keywords in hopes of capturing a large audience. While this approach has its merits, it often leads to intense competition and low conversion rates.

A more effective strategy? Target bottom-of-the-funnel (BOFU) keywords. These attract users who are further along in their buyer’s journey and are more likely to convert into paying customers.

As a leading SEO company in Israel, we’ll explore the power of BOFU keywords, why they work so well for SaaS companies, and how to effectively incorporate them into your SEO strategy.

What are BOFU Keywords?

BOFU keywords are search terms used by potential customers who are nearing a purchase decision. These users have progressed through your funnel of touchpoints and are getting closer to converting. BOFU keywords reflect specific needs, use cases, or comparisons between products.

Unlike broader top-of-the-funnel (TOFU) keywords, which target users in the early stages of awareness and research, BOFU keywords capture high-intent traffic from users who are ready to make a decision.

For SaaS companies, examples of BOFU keywords might include:

• “Best project management software for remote teams”
• “CRM tool for small law firms”
• “Accounting software vs. QuickBooks”
• “SaaS email marketing tool for e-commerce”

Why BOFU Keywords Work for SaaS Companies

High Intent and Conversion Potential:
Users searching for BOFU keywords are often ready to make a purchase or take significant action, such as signing up for a free trial or scheduling a demo. By targeting these keywords, SaaS companies can attract users who are more likely to convert.

Lower Competition:
While TOFU keywords like “project management software” are broad and highly competitive, BOFU keywords are more specific and often face less competition. This makes it easier to rank higher in search engine results and attract the right audience without competing with larger, more established players.

Targeted Traffic:
BOFU keywords drive highly targeted traffic. Visitors searching for these terms are usually a better fit for your product, leading to higher-quality leads and a better return on investment from your SEO efforts.

How to Use BOFU Keywords Effectively

Conduct Thorough Keyword Research:
Start by identifying BOFU keywords relevant to your SaaS product. Use keyword research tools to find long-tail keywords that indicate purchase intent, such as “best,” “vs,” or “for [specific use case].”

Create High-Quality, Targeted Content:
Develop content that addresses the needs and questions of users searching for BOFU keywords. This could include case studies, product comparisons, customer testimonials, or solution-oriented guides. Ensure your content demonstrates how your SaaS product solves the user’s specific problem.

Optimize Landing Pages:
Build or optimize landing pages around BOFU keywords. Include strong calls to action like “Start Your Free Trial” or “Get a Demo,” ensuring alignment between keyword intent and landing page content.

Leverage Schema Markup:
Use schema markup to enhance your SERP listings. Structured data like reviews, FAQs, and software details can help your pages stand out and improve click-through rates.

Monitor and Adjust Your Strategy:
Regularly monitor the performance of your BOFU keywords using analytics tools. Track metrics like organic traffic, conversion rates, and keyword rankings, and adjust your strategy as needed.

Enhancing Your BOFU Strategy with FunnelForce

To support our clients in leveraging BOFU keywords effectively, we’ve developed FunnelForce, an exclusive tool we use to enhance SEO strategies. FunnelForce helps us analyze and assign keywords to different stages of the B2B marketing funnel, providing valuable insights to optimize your approach.

This tool is tailored to support SaaS companies by connecting the awareness and interest phases with actionable data for high-intent users.

Optimizing for BOFU keywords is a powerful strategy for SaaS companies looking to increase conversions and attract more qualified leads. With less competition and higher conversion potential, focusing on BOFU keywords can lead to better rankings and greater success.

As a leading SEO company in Israel, we understand the unique challenges SaaS companies face. FunnelForce, our exclusive tool, is designed to support your SEO efforts and drive results. For a free digital consultation to see how we can help you grow, get in touch today.