Top-of-funnel (TOFU) keywords are broad, informational search terms people use early in the buyer journey to learn about a problem or topic, not to buy immediately. They build awareness, expand reach, and fill remarketing lists so prospects can be nurtured toward consideration and conversion later.
Meaning
TOFU keywords map to the awareness stage of the marketing funnel and target users seeking education, definitions, and how‑to guidance rather than product pages. They prioritize informational intent queries like “what is…,” “how to…,” and “benefits of…,” capturing the widest relevant audience.
Importance
- Audience growth: High‑volume, low‑intent terms bring qualified top‑funnel traffic that can be retargeted and nurtured with MOFU/BOFU content.
- Authority building: Covering broad questions strengthens topical authority, improving rankings for related keywords across the funnel.
- Lower costs upstream: Educated audiences convert more efficiently in later stages, improving blended CPA/ROAS across campaigns.
Uses
- Content strategy: Create pillar pages and blog posts for definitions, guides, checklists, and industry explainers; interlink to MOFU comparisons and BOFU demos.
- PPC discovery: Run awareness campaigns on broad‑match informational terms with audience exclusions and remarketing lists to seed future performance.
- Lead gen: Gate high‑value assets (ebooks, templates, calculators) aligned to TOFU pain points to build email lists for lifecycle nurturing.
TOFU vs MOFU vs BOFU
- TOFU: Informational queries (e.g., “what is CDP,” “best content ideas,” “how to get backlinks”). Goal: awareness and education.
- MOFU: Comparative and solution queries (e.g., “CDP vs CRM,” “tools for link building”). Goal: evaluation and shortlist.
- BOFU: Transactional queries (e.g., “buy CDP software,” “link building service pricing”). Goal: conversion.
How to find TOFU keywords
- Start with topic clustering: Define 5–10 core topics, then expand into questions, definitions, and problems users face. Prioritize informational intent and high volume.
- Mine SERP features: Pull queries from People Also Ask, related searches, and “topic” carousels for content ideas and FAQs.
- Analyze audience pain points: Use surveys/interviews and support tickets to surface non‑branded discovery queries that precede MOFU search.
Examples by industry
- SaaS analytics: “what is cohort analysis,” “how to track product activation,” “north star metric examples.”
- Local services: “how to choose a plumber,” “water leak signs at home,” “AC not cooling causes.”
- E‑commerce fitness: “home workout plans,” “best shoes for shin splints,” “how to measure shoe size.”
TOFU content formats that win
- Comprehensive guides and glossaries with internal links to MOFU/BOFU assets.
- Templates, calculators, and checklists that solve early problems and earn backlinks.
- Short videos and carousels for social distribution that repurpose guide highlights.
SEO best practices
- Optimize for informational intent with H1/H2s like “what is,” “benefits,” “how to,” and an FAQ with schema to win PAA/snippets.
- Build topic clusters: Pillar page + 6–12 supporting posts; add internal CTAs to MOFU comparisons and product pages.
- Measure beyond last‑click: Track assisted conversions, time to conversion, and remarketing audience growth to prove TOFU value.
Sample TOFU keyword list (generic)
- what is [your product category]
- benefits of [solution]
- how to solve [problem]
- [role]-friendly guide to [topic]
- examples of [use case]
- checklist for [goal]
- trends in [industry]
Ready-to-publish blog outline
- Title: TOFU Keywords: Meaning, Importance, and Practical Uses
- Intro: Define TOFU keywords and why they power awareness and long‑term growth.
- Section 1: What TOFU keywords are (with examples and intent mapping).
- Section 2: Why TOFU matters (authority, pipeline efficiency, lower blended CPA).
- Section 3: How to find TOFU keywords (topic clusters, SERP mining, audience research).
- Section 4: Content and PPC tactics for TOFU (pillars, lead magnets, smart discovery ads).
- Section 5: Metrics that matter for TOFU (assists, engagement, list growth).
- FAQ: “Are TOFU keywords worth it if they don’t convert?” “How long until results?” “How many TOFU posts per cluster?”
If you want, this can be converted into a WordPress post with internal linking stubs, FAQ schema, and a TOFU‑MOFU‑BOFU comparison table tailored to your niche.
