Finding additional bottom-of-the-funnel high intent keywords can be a challenge many marketers face. It’s common to exhaust opportunities like “best social media tools” or “top email verifiers,” which are essential for drawing in highly interested leads.
Once these keywords are tapped out, it can leave you wondering what to do next to maintain your website’s visibility on search engine results pages (SERPs) and keep engaging with your audience.
In this article, we’ll delve into strategies for navigating this situation. You will get insights into how to handle the depletion of high-intent bottom-of-the-funnel (BOFU) keywords and discuss methods for sustaining your presence on SERPs while continuing to connect effectively with your target audience.
Strategies Beyond High-Intent Keywords
The seven strategies listed below will help you in extending your efforts beyond just the high-intent keywords which is bound to help you stand out from the crowd.
1. Review Your Bottom-of-the-Funnel (BOFU) Pages
Kick off the process by conducting an audit of your existing BOFU pages. Begin by pinpointing BOFU keywords where there’s room for improvement in search engine results page (SERP) rankings.
Utilize a reliable tracking tool such as Rank Checker in Moz Pro. Tag your keywords based on funnel stage or intent, focusing on those that haven’t yet reached the coveted #1 position.
Your ultimate aim is to secure the top spot for your target keywords. However, achieving this for competitive keywords can be challenging. Instead, consider starting with “low-hanging fruit” strategies:
- Identify positions you’ve recently lost and devise strategies to regain them.
- Determine pages that could benefit from strategic backlinks.
- Refresh and update outdated content.
Once you’ve tackled these easier wins, shift your focus to optimizing your BOFU pages to unlock their full potential and tackle more competitive SERPs.
2. Explore Long-Tail MOFU and TOFU Keywords
Once you’ve optimized your BOFU pages, it’s time to cast a wider net and explore long-tail middle-of-the-funnel (MOFU) and top-of-the-funnel (TOFU) keywords.
These specific, less competitive words with clear intent are instrumental in educating potential customers and increasing brand awareness.
For instance, consider this Moz article discussing the use of SEO for brand recognition—a prime example of a TOFU keyword.
Rather than directly selling, it educates readers, positioning Moz as an authoritative source. This approach is pivotal in initiating relationships and fostering trust.
To unearth such keywords using Moz, follow these steps:
- Access Moz Pro and navigate to the Keyword Explorer tool.
- Input a broad topic relevant to your industry, such as ‘phone systems’ for the telecommunications sector.
- Moz will generate a list of suggested keywords. Pay particular attention to long-tail keywords, especially questions or specific topics, as they often signify MOFU and TOFU keywords.
When evaluating keywords from this list, prioritize those that exhibit:
- Lower competition coupled with reasonable search volume.
- Potential for traffic and high click-through rates, as even lower volume keywords can be valuable.
- Keywords demonstrating informational intent.
By targeting long-tail MOFU and TOFU keywords, you address gaps in your content strategy and lay the groundwork for sustained brand visibility and customer loyalty.
3. Utilize Related Keywords to Bridge Educational and Sales Content
Expanding your content strategy involves harnessing related keywords that complement your existing bottom-of-the-funnel (BOFU) articles. These keywords serve as pathways, guiding readers from informative content toward your sales-oriented pages.
Take, for example, Moz’s article on discovering competitor backlinks—a valuable resource for SEO professionals.
Within this article, Moz seamlessly integrates a promotion for Link Explorer, which carries sales intent. They even employ an inline call-to-action (CTA) at the end, prompting readers to “Start a free trial” and explore new link-building opportunities with Moz.
This tactic proves effective because readers engaged with informative content are likely to explore your sales pages.
Here’s a step-by-step guide to replicate this strategy:
- Identify related topics: Evaluate your BOFU content and identify related informational topics that could pique your audience’s interest. For instance, if you offer an email lookup tool, target keywords like “how to find someone’s email address” and link them to a listicle featuring the “best email lookup tools.”
- Research high-volume, low-competition keywords: Utilize Moz Keyword Explorer to uncover high-volume keywords related to these topics with moderate competition. Input your BOFU keyword into the search bar and explore the Keyword Suggestions to identify suitable options.
- Develop valuable content: Craft articles that address these related keywords, prioritizing the delivery of genuine value and the cultivation of trust rather than overt selling. For instance, Aura’s comprehensive guide on safeguarding against identity theft serves as an educational piece subtly promoting our identity theft product.
- Integrate BOFU content: Seamlessly weave mentions of your BOFU content into relevant sections of your articles, employing in-text links or inline banners to facilitate a smooth transition from educational to sales content.
4. Engage with Your Customers and Listen Attentively
Harnessing the power of your customers’ conversations can be one of the most fruitful avenues for generating fresh content ideas.
Their questions, feedback, and concerns serve as invaluable sources of inspiration for the content they crave.
Here’s a strategic approach to effective listening:
- Utilize conversation intelligence tools: Gong provides deep insights into prevalent issues and recurring themes, shedding light on our customers’ interests and pain points.
- Conduct customer interviews: Regularly scheduling interviews and engaging in product research sessions with the customers. These direct interactions offer invaluable insights into their evolving needs, preferences, and challenges, helping us tailor our content to address their specific concerns.
- Explore online communities: Dive into online platforms where your target audience congregates, such as Reddit, Quora, and specialized forums. These digital hubs serve as treasure troves of trending topics relevant to your industry. By monitoring these platforms, you can glean valuable insights into emerging themes and pressing issues within your niche.
Once you’ve identified potential content topics from these sources, it’s essential to validate their relevance and demand. Leverage tools like Moz Keyword Explorer to gauge the search volume associated with each topic.
Topics with significant search volume indicate a high level of interest and demand among your audience, making them prime candidates for inclusion in your content strategy.
5. Stay Ahead with Emerging Topics
Remaining at the forefront of your content strategy entails delving into emerging topics that capture audience interest and attention.
Here’s a roadmap to uncovering these hidden treasures:
- Utilize Google Trends
Google Trends serves as an indispensable tool for identifying trending keyword opportunities and discerning patterns and seasonal fluctuations.
For instance, at Aura, we harnessed Google Trends to validate the necessity for annual updates to our ‘Christmas scams’ article, driven by its surging popularity.
- Target Zero-Volume Keywords
Zero or low-volume keywords should not be overlooked, as they often lead to unexplored niches ripe for exploration.
Key benefits include:
- Reduced competition: Many SEO professionals neglect these keywords, assuming they lack search interest, thereby facilitating easier ranking opportunities.
- Traffic potential: Approximately 15% of Google queries are novel, presenting a substantial traffic potential for these keywords.
- High relevance: Such keywords typically exhibit extreme specificity, rendering them highly relevant to your target audience.
Zero and low-volume words can be easily identified using Moz Keyword Explorer. Upon searching for your target keyword, employ filters to isolate keywords by monthly search volume, then scrutinize the list for potential opportunities.
6. Enhance Visibility with Top Industry Listicles
You can amplify your presence in search engine results pages (SERPs) by collaborating with affiliate websites that rank for your desired keywords.
Here’s how to execute an effective affiliate strategy:
Offer incentives: Extend exclusive deals, affiliate partnerships, or commissions to incentivize affiliates to showcase your product prominently in their listicles.
For instance, Riverside successfully secured a spot in the SERPs for “best podcast recording software” by both crafting compelling content and forging partnerships with affiliates. The outcome? Enhanced visibility on the coveted first page of search results.
Key Takeaway: Embrace a multifaceted approach by not confining your content creation efforts solely to your blog. Instead, leverage affiliate collaborations to amplify visibility and drive conversions.
7. Implement “Crash the Party” SEO Pages
In SEO, sometimes you need to disrupt the status quo in order to make waves where least expected. This is the essence of the “Crash the Party” SEO strategy.
Here’s the formula:
Before exhausting BOFU keywords, Focus on comparisons like “Your Brand vs. Competitor X.”
After exhausting your initial list, Shift to broader comparisons like “Competitor X vs. Competitor Y vs. Your Brand.”
Take PandaDoc, for instance. They’ve successfully targeted the keyword “Hellosign vs Docusign.” PandaDoc’s article header showcases the comparison.
The article maintains objectivity by presenting a detailed comparison of features and plans between the two e-signature providers.
However, PandaDoc strategically integrates its value proposition within areas where it offers superior user benefits.
This strategic insertion persists throughout the article, reinforcing PandaDoc as the superior choice.
Additionally, PandaDoc capitalizes on the conclusion section to address potential buyer hesitations and offer a compelling solution with a free 14-day trial.
Summarizing: Think Creatively with Your High-Intent Keyword List
Exhausting your high-intent keywords should not mark the end, but rather a signal to diversThe transition from solely focusing on sales to nurturing relationships in your content strategy.
Continuously refine your BOFU pages to achieve higher rankings and leverage customer feedback to unearth new keywords.
By embracing flexibility and creativity in your SEO approach, you’ll uncover untapped markets, engage broader audiences, and establish your brand as an authoritative figure within the industry.
Exhausting your high-intent keywords shouldn’t signal the end of your efforts but rather a prompt to diversify. Shift your focus from purely selling to nurturing relationships in your content strategy.
Continuously refine your BOFU pages to achieve higher rankings and leverage customer feedback to uncover new keywords.
By infusing flexibility and creativity into your SEO endeavors, you’ll unlock unexplored territories, engage broader audiences, and establish your brand as the trusted authority within the industry.
Suggested read: Business Competitor Research: Strategies for Success
Common FAQs High-Intent Keywords
Can I use high-intent keywords in my PPC campaigns?
Yes, high-intent keywords are ideal for PPC campaigns because they tend to have higher conversion rates. Structure your PPC ad groups around specific high-intent keywords and create compelling ad copy that matches the user’s intent. Utilize ad extensions to provide additional information and encourage clicks.
How often should I review and update my high-intent keyword strategy?
It’s essential to regularly review and update your high-intent keyword strategy to stay relevant and competitive. Monitor changes in search trends, customer behavior, and your industry landscape. Adjust your keyword targeting based on performance data, and continue to refine your strategy to maximize results.
