Market Intelligence
Bottom-of-Funnel Keyword Research
Bottom-of-funnel keyword research looks for the searches people make once they have decided to buy and are choosing who from.
Each one looks small in a keyword tool, often between ten and fifty searches a month, which is why competitors pass them over.
Added together over a year, they make a larger and better-qualified audience than the broad terms everyone else is fighting for.
Request a Private ConversationThe arithmetic of small searches
As an illustration, a phrase searched 25 times a month is searched 300 times a year. Forty phrases of that size add up to 12,000 searches a year, each describing something the searcher wants to buy.
Those searches rarely carry competition to match, because most keyword strategies are built around volume.
Why top-of-funnel content rarely pays back
Broad, informational content attracts people who are learning rather than buying. It is expensive to rank for, slow to convert and increasingly answered on the results page or by AI assistants without a click.
A business can publish for a year, grow its traffic and see no change in enquiries.
How the evidence is assembled
Discovery
Candidate searches drawn from your services, your buyers' language, competitors' pages and search suggestions, each measured for UK volume where data exists.
Results-page reading
The top ten organic results for each search are read for intent and for how directly each page targets the phrase.
Scoring
Commercial intent, fit with what you deliver and the strength of the pages already ranking, recorded separately.
Roadmap
Searches grouped by buyer job, one page per job, with the reason each was chosen, held or rejected.
What the evidence shows that volume cannot
- Unknown volume
- Recorded as unknown rather than zero, and treated as a hypothesis until measured.
- Same intent
- Phrases whose results pages overlap are assigned to one page, so your own pages never compete.
- Wrong buyer
- Searches answered by software, courses or job listings are flagged before anyone writes for them.
Where the findings go next
The roadmap feeds bottom-of-funnel SEO when you want the pages written, or your own team when you do not. Segments that search in volume can also justify B2B market research.
Questions about commercial search research
Do you promise rankings?
No. The research shows where a buyer search is answered poorly; ranking then depends on the page, the site and how competitors respond.
Find the searches buyers make before they choose
Tell us what you sell and to whom. We will say whether search is likely to matter, and where to look first.
Request a Private Conversation