Top funnel keywords, also known as awareness-level keywords, are general, broad keywords that are typically used by people who are just beginning to research a topic. They are used to attract a wide audience and increase brand awareness.
Bottom funnel keywords, also known as consideration-level or conversion-level keywords, are more specific and targeted keywords that are used by people who are further along in the decision-making process. They are used to attract a more qualified audience and to drive conversions, such as making a purchase.
In the context of B2B (business-to-business) SEO, top funnel keywords might include general terms related to the company’s industry, while bottom funnel keywords might include more specific terms related to the company’s products or services.
For example, a B2B software company might use top funnel keywords like “software solutions” and “business management tools” to attract a wide audience, while using bottom funnel keywords like “project management software” and “CRM software” to attract more qualified leads and drive conversions.
Using a combination of top funnel and bottom funnel keywords can help a B2B company attract a broad audience at the top of the funnel and then guide them through the decision-making process with more targeted keywords. This can help improve the effectiveness of the company’s SEO efforts and drive more qualified leads and conversions.