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The keyword set
Bottom-of-funnel search is a list you can finish
Bottom-of-funnel searches in a B2B category are finite: alternatives, versus, pricing, best-for, switching and integrations. The BoFu Map counts that list.
The searches that mean someone is shopping
Top-of-funnel content gets you readers. Bottom-of-funnel content gets you the people typing "[competitor] alternative" and "[category] pricing" into Google with a budget and a deadline.
On this site those searches are grouped the same way the work is grouped: alternatives and vs pages, pricing and cost guides, best-of and roundup posts, migration and switching guides, and integration and use-case pages.
The list is finite, so it can be counted
There are only so many ways a buyer in your category searches when they're close to deciding. Most companies have never counted them. They're producing content against a list someone assembled from a keyword tool in an afternoon, with no idea how much of the board they're leaving to competitors.
The BoFu Map counts them. Five business days. The complete bottom-of-funnel keyword set, usually 40 to 80 terms, scored for difficulty and intent, with the winnable ones flagged. It includes which terms you rank for, which a competitor owns, and which nobody owns yet.
The same delivery runs ten buyer-intent questions against ChatGPT, Perplexity, Google AI Overviews and Claude, and reports who gets named.
Five terms, or all of them
The free 15-minute call covers five high-intent searches, where you are missing from them, and whether the AIs are naming you or a competitor. The Map is the full board: every term, scored, plus the citation baseline.
The Map is $1,500. If you go on to the 90-day build, it comes off month one. If you don't continue, you keep it.
Questions
What counts as a bottom-of-funnel search?
A search a buyer makes when they are close to deciding: alternatives, versus, pricing, best-for, switching and integrations.
How big is the list?
Usually 40 to 80 terms. The Map is the complete set, not a top-10 sample.
Do I have to buy the Map before the 90-day build?
No. It's optional and it's credited in full if you continue. Most people do it because starting a build without the full term list means guessing at the order.
What do I keep if I stop after the Map?
You keep the Map. The page says plenty of companies take it and run the plan with their own team.
More notes
Sell the Outcome for Your Customer's Customer
Your buyer has to explain the purchase to their own customer. Bottom-of-funnel content should tell that story, or the champion has to invent it.
Generic AI Pipeline Promises All Sound the Same
Buyers hear 'AI that builds pipeline and closes deals faster' every day. A specific solution is what gets a reply, a shortlist spot, and an AI citation.