TOFU MOFU BOFU RANK FIRST WITH THE BEST MONEY KEYWORDS

ToFu, MoFu, BoFu is the journey that every potential customer has to follow in order to become a loyal client.
ToFu stands for the top of the funnel, MoFu for the middle of the funnel, and Bofu for bottom of the funnel.
Every step in the sales funnel has different approach and different optimization and needs different SEO.

What is TOFU, MOFU, BOFU?

Understanding the customer journey is key, and the terms TOFU (top of funnel), MOFU (middle of funnel), and BOFU (bottom of funnel) help us categorize it.

As potential customers move from general awareness to a specific purchase decision, their needs and questions change, making it vital to adapt your approach at each stage.

1 The TOFU: top of the funnel

The TOFU (top of the funnel) marks the awareness stage of the customer journey.

Here, visitors are just beginning to explore, often unaware of specific solutions or even your brand. They’re driven by a need for information, whether it’s to solve a problem (“I have a problem, and I’m looking for possible solutions”) or simply to research a passion.

These initial searches can be triggered by countless factors, reflecting a broad audience with varied intentions.

Your objective is to become a valuable resource by offering relevant, engaging content that educates or entertains. This is your chance to subtly introduce your offerings, position your brand as trustworthy, and reinforce your commitment to their interests.

While immediate conversions are low, the focus is on building brand awareness and trust, with the added benefit of capturing emails for future nurturing campaigns.

2. MOFU: middle of the funnel

As visitors enter the middle of the funnel (MOFU), they’ve identified their problem and are actively exploring specific solutions.

Your brand is now on their radar, but they’re still in a comparative phase, weighing various options and competitors. This segment is more refined and engaged than your TOFU audience.

They’re seeking detailed information: the benefits and drawbacks of different approaches, what qualities matter most, and potential solutions they haven’t yet considered.

During MOFU, it’s crucial to provide extensive information that builds confidence in your brand’s expertise and the caliber of your offerings.

Emphasize your unique selling points to stand out from the competition. MOFU searchers use more precise queries, often employing long-tail keywords to refine their choices or investigate specific products and brands.

The key here isn’t to push for a sale, but to equip them with answers and insights that help them work through their remaining questions, preparing them thoroughly for the decision-making phase of their customer journey.

3. BOFU: bottom of the funnel

The bottom of the funnel (BOFU) holds your most promising leads—those who are highly qualified and actively moving toward a purchase.

Having progressed through the earlier stages, this represents your most valuable segment of prospects. At this point, they typically need that last bit of encouragement: added confidence, appealing incentives, or a reason to act now.

BOFU prospects often engage in branded searches, including detailed product inquiries and review-based keywords.

They’re seeking concrete evidence that your solution will deliver the results, ROI, and value they expect, confirming it’s the right choice.

While more direct sales tactics are suitable here, it’s still best to adopt a consultative mindset. Approach them as if they’ve already decided to buy, and focus on helping them customize the purchase to their unique requirements.

Emphasize risk-reducing factors like robust warranties and world-class customer support. The goal at BOFU is to clearly position your brand as the superior choice to convert these ready-to-buy leads.

What is the best SEO strategy for every stage? At which stage is it better to focus?

Leads that comes from the TOFU stage are not qualified leads and not yet the best fit for your business, so it is better, after 25 years of experience, to target first the BOFU keywords that are the real money keywords, then the MOFU keywords and last the TOFU keywords.

This is the proper order for success.

Why is that? If you target only the TOFU keywords, then the AI will steal all your traffic. For instance, a TOFU keyword is long-tail phrases like:

How to Choose the Best Marketing Agency for Your Roofing Business?

Instea,d the best BOFU keywords is

ROOFERS & ROOFING SEO AGENCY

The MOFU keywords are more branded and has to do with building your personal brand and making the potential client to learn more about you, while in the TOFU phase we need to attract more people to subscribe in our email list, x account or YouTube Channel.

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I have been doing SEO since 2013.

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TOFU MOFU BOFU RANK FIRST WITH THE BEST MONEY KEYWORDS