Bottom of the Funnel (BOFU) is the final stage in the Buyer’s Journey, which is used as a conceptual framework in inbound marketing and sales. At this stage, potential buyers have made a decision about their problem and have considered all possible solutions. They are very close to making the final purchase or conversion.
Conceptually, BOFU is the point of conversion and finalization of the transaction. Content aimed at this stage should be extremely focused on the product/service and aim to remove any remaining doubts. It includes materials such as product demonstrations, free consultations, competitor comparisons, customer testimonials and price quotes.
The BOFU SEO strategy targets high-converting but narrow keywords (e.g. “best [product] reviews” or “[product name] price”). The goal is to capture the search of a user who already has a strong purchase intent and convert them into a customer.