BOFU, which stands for “Bottom of the Funnel,” refers to the final stage in the customer journey where a potential customer is ready to make a purchase or take a specific action. This stage is characterized by high intent and a strong desire to convert.

Importance in SEO

Optimizing for BOFU keywords is crucial in SEO because it targets users who are at the decision-making stage of their search.

By understanding and leveraging BOFU search intent, businesses can create content that is highly relevant and likely to convert visitors into customers.

This can significantly improve conversion rates and generate more leads or sales.


A user searching for “buy organic coffee beans” is demonstrating BOFU intent, indicating they are ready to make a purchase.

In contrast, a user searching for “benefits of organic coffee” might be in the middle of the funnel, still researching and comparing options.


  • Identify BOFU keywords that are relevant to your products or services.
  • Create targeted landing pages or product pages optimized for these keywords.
  • Focus on clear, persuasive copy that addresses common objections and encourages conversion.
  • Use compelling calls-to-action (CTAs) that guide users toward the desired action.
  • Ensure your website is optimized for mobile, as many BOFU searches are conducted on mobile devices.


  • Overlook the importance of BOFU in your SEO strategy.
  • Target BOFU keywords without having a clear conversion path on your website.
  • Ignore the importance of user experience and website load speed, which can impact conversion rates.
  • Fail to track and analyze BOFU metrics to understand the effectiveness of your SEO efforts.
  • Overcrowd your website with too many CTAs, which can overwhelm and deter users from converting.