Classifying Keywords into TOFU/MOFU/BOFU with Semrush

Understanding where a keyword falls in the funnel—Top, Middle, or Bottom—helps tailor your content and boost conversions. Use Semrush’s powerful tools to separate keywords into TOFU, MOFU, and BOFU categories, then create targeted content that turns clicks into customers.

Why Funnel Classification Matters

• Aligns content with user intent
• Optimizes ad spend by targeting ready-to-buy terms
• Improves SEO performance across all funnel stages

How Semrush Helps: Step‑by‑Step

1. Start with a Comprehensive Keyword List

1. Navigate to Keyword Overview or Keyword Magic Tool.
2. Enter your seed keyword and download the full list.
3. Export the data to a CSV for further analysis.

2. Analyze Search Intent

• Use the “Intent” column in Keyword Magic.
• Map:
• Informational → TOFU
• Commercial Investigation → MOFU
• Transactional → BOFU

3. Filter by Search Volume and CPC

1. High volume + low CPC = TOFU.
2. Medium volume + moderate CPC = MOFU.
3. Low volume + high CPC = BOFU.

4. Use “Keyword Gap” to Spot BOFU Opportunities

• Enter competitor domains.
• Filter for keywords where you rank 10+ positions lower.
• These high‑intent terms are BoFu gift candidates.

5. Export and Tag Your Keywords

• Create separate sheets: TOFU.xlsx, MOFU.xlsx, BOFU.xlsx.
• Tag them with funnel stage, target page, and priority.

Practical Tips for Each Funnel Stage

TOFU – Capture and Educate

• Blog posts, how‑to guides, infographics.
• Focus on breadth, not conversion.

MOFU – Engage and Educate Further

• Case studies, comparison articles, e‑books.
• Introduce product benefits subtly.

BOFU – Convert and Close

• Landing pages, demos, free trials.
• Highlight pricing, guarantees, and CTAs.

Sample Workflow

1. Keyword Magic → Export list 2. Intent filter → Tag TOFU/MOFU/BOFU 3. Volume/CPC filter → Fine‑tune 4. Keyword Gap → Identify BOFU gaps 5. Create funnel‑specific content plan 

FAQ

What if a keyword has mixed intent?

Assign it to the stage that best matches the majority intent or create a hybrid category.

Can I automate the process?

Use Semrush API or Google Sheets add‑on to sync data and auto‑tag.

Do all industries use the same thresholds?

No—adjust volume and CPC thresholds based on niche and competition.

Next Steps & Call‑to‑Action

Ready to structure your keyword strategy? Export your list now, classify by funnel stage, and start building conversion‑oriented content. For expert help, schedule a free strategy session with our SEM specialists today.

Internal & External Enhancements

• Internal: Link to our “Keyword Gap Mastery” guide.
• External: Refer to HubSpot’s content funnel framework for deeper theory.