Bottom-of-funnel SEO Keywords: Target Enterprise Buyers Using Overlooked SEO Keywords

Bottom-of-funnel SEO keywords are keywords that use specific, underutilized search terms to attract high-intent users who can generate massive value for your brand.

These keywords may seem unimportant due to low search volume, but they carry immense conversion potential when used strategically.

These Low-Traffic Keywords Can 10x Your Conversions

High-leverage keywords are low-competition search terms with bottom-of-funnel intent. What makes them unique is that they often attract users who represent entire organizations—people like school administrators, HR directors, or startup founders.

A single user searching for legal software for hospitals might be responsible for purchasing on behalf of 300 employees. That one keyword ranking could mean a bulk contract, not just a one-time user.

Most SEO strategies ignore these keywords because the search volume is low. But that’s the secret: low volume doesn't mean low value.

Target Keywords That Speak to Organizations, Not Individuals

The most powerful high-leverage keywords don’t target individual consumers. Instead, they include modifiers that speak directly to institutions or groups. Consider phrases like:

• Visitor check-in software for schools

• Standing desks for offices

• Legal consulting for healthcare providers

• Doctor & residency headshots for medical professionals

These keywords suggest bulk purchasing or organizational use. They're bottom-of-funnel, intent-driven, and represent significant ROI for anyone ranking for them.

Low Search Volume, High Conversion: Why These Keywords Work

SEO professionals often overlook low-volume keywords. The general assumption is: if nobody searches for it, why bother?

But here's the truth: a keyword with 20 monthly searches can be worth more than one with 2,000, if it connects you with institutional buyers. These keywords are:

• Easier to rank for (less competition)

• Higher in purchase intent

• More likely to lead to larger deals

This makes them one of the highest ROI plays in modern SEO.

Pages That Sell: Anatomy of a High-Converting Landing Page

Once you identify a valuable high-leverage keyword, you should build a standalone landing page around it.

Your page must speak directly to the intended audience. That means using language relevant to their industry, offering solutions tailored to their needs, and including trust-building elements like testimonials and case studies.

Also, don’t forget OG (Open Graph) metadata. These metadata elements—OG title, OG description, and OG image—are what appear when your page is shared on social media.

Brand them clearly with your logo and name to maximize exposure.

Keywords That Turn Contributors Into Your Hype Machine

You can target high-leverage keywords that attract contributors, not just buyers.

For example, creators often search phrases like engineering article submission or submit architecture article. When your site ranks for these terms, contributors will submit content to your site.

This is extremely powerful because these contributors usually:

• Share the content widely across LinkedIn, X, or Reddit

• Promote your site unintentionally as part of their own content marketing

• Add legitimacy by association, especially if they’re respected in the industry

All you have to do is rank for the submission-based keyword and structure your publishing process in a way that benefits both parties.

Rank for Keywords That Drive Behavior, Not Bounces

Not every keyword needs to result in a purchase. Some should lead to an action.

When you rank for a keyword like submit guest article for developers or embed Slack feed on landing page, the goal isn’t just a click. It’s getting that user to take an action that builds your brand.

These actions may include:

• Submitting content

• Embedding your tool

• Downloading a lead magnet

• Requesting a group quote

The true power lies in the chain reaction that follows. These users act, share, and amplify your brand's reach organically.

Keyword Research Strategy: Spend 2 Days to Save 6 Months of SEO Guesswork

Keyword research is the foundation of this strategy. You should:

1. Start with a massive brainstorm of niche, bottom-of-funnel terms.

2. Use modifiers like schools, startups, teams, directors, or lawyers.

3. Prioritize terms based on potential leverage and action intent.

Avoid keywords that only drive top-of-funnel traffic. Focus on ones that result in submissions, purchases, or bulk inquiries. Spending just 2–3 focused days here can save months of trial-and-error later.

Real-World Example: How Sociable Kit Dominates Embed Keywords

One of the smartest ways to leverage bottom-of-funnel SEO is to target keywords around embeddable tools.

An example would be Sociable Kit.

They built their entire brand around embed-based keywords like:

• Embed YouTube feed on website

• Embed Google reviews on website

• Embed Google business profile on website

Their free widgets come with branded backlinks. Premium users remove the logo, but Sociable Kit still benefits from brand reach, visibility, and inbound traffic.

This strategy proves how powerful embed-related keywords can be when combined with product-led growth.

Bottom-Funnel SEO Isn’t Dead—It’s Just Untapped

Bottom-funnel search terms still represent the most direct path to ROI in SEO. When you combine that with high-leverage keywords—the kind that reach decision-makers or drive platform actions—you unlock serious business growth.

In 2025 and beyond, the winners in SEO won’t be the ones who chase trends. They’ll be the ones who:

• Rank for keywords people act on

• Target groups instead of individuals

• Build trust through content and contributor associations

• Turn tools into traffic-generating assets

If that sounds like your kind of SEO, the Compact Keywords playbook goes even deeper into making this strategy work for every single niche out there.

Credits to Edward Sturm for the insights.

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Rabbit Holes

1. How to Do Keyword Research in 2025? (3 AI Methods That Actually Work) by WordsAtScale

2. How to reduce 78%+ of LLM Cost by AI Jason

3. Using Generative AI to Build Generative AI by Oreilly Radar

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