Let’s be real, keyword research tools have been the backbone of SEO for years. I use them every day. They’re great at telling us what people are typing into Google: search volumes, keyword variations, competition levels.
But here’s the problem: those tools stop at what. They don’t tell us why someone searched in the first place. And if you care about bottom-funnel (BOFU) results — pipeline, demos, deals closed — the “why” matters way more than the “what.”
That’s where customer interviews come in.
Why I don’t rely only on keyword tools
Tools like Ahrefs, SEMrush, or Keyword Planner give you a map of demand. For example, maybe you find “CRM software for small business” gets 5,000 searches a month. That’s useful. You know there’s an audience, you know there’s competition, and you know it’s worth creating content for.
But that number doesn’t tell you the story behind the search. Was the person overwhelmed by spreadsheets? Tired of paying for an overly complex tool? Or worried about missing leads because their current system is a mess?
That context is missing, and it makes all the difference at the bottom of the funnel.
Why I talk to customers (and you should too)
No keyword tool will ever tell you what’s really driving someone to type in that search. But your customers will.
When I talk to users, or even just chat with sales and success teams, I hear the real stories.
- The frustrations that pushed someone to start looking.
- The urgency behind why they needed a solution now.
- The objections or fears that almost stopped them from buying.
These conversations are gold. They don’t just tell me what content to create — they tell me how to write it so it actually resonates. And when you reflect customers’ exact words in your content? That’s when you build trust.
Why this gap matters
Think about it: at the bottom of the funnel, your readers aren’t casually browsing. They’re evaluating options. If your content just parrots keywords without understanding their real pain, it falls flat.
I’d much rather write “How to Choose a CRM When You’re Drowning in Spreadsheets” than churn out another generic “Best CRM Software” roundup. One hits the pain point that triggered the search. The other just competes for clicks.
BOFU content isn’t about traffic for traffic’s sake, it’s about qualified pipeline.
How I combine both worlds
Don’t get me wrong, keyword data still matters. I’m not throwing it out the window. Search volume, competition, and keyword variations help me prioritize and make smart bets.
But before I write a single outline, I layer in what I’ve learned from customer conversations. That’s where the content transforms.
Here’s how I usually do it:
- Start with keyword research to understand demand and competition.
- Talk to customers, sales reps, and success teams to uncover problems, objections, and language.
- Shape content around those insights, using buyers’ own words and addressing their actual pain points.
- Optimize for both discoverability and resonance.
That’s how you end up with content that not only ranks, but converts.
What I listen for in conversations
When I sit down with a customer (or just listen to sales calls), I pay close attention to:
- The phrases they use to describe their challenges.
- Emotional triggers like “I’m losing deals” or “I can’t scale.”
- Objections like “Will this integrate with my tools?”
Those details give me the raw material to create messaging that feels real — not copy-pasted from a keyword tool.
Why this works
When your content mirrors the way buyers think and talk, it feels like it was written for them. If they’re frustrated by “clunky integrations,” use that phrase and show how your solution solves it. That specificity is what separates content that gets read from content that drives revenue.
The way I see it
At Exceed, this step isn’t optional, it’s foundational. We always start with research into your Ideal Customer Profile: their pain points, goals, and the way they describe their challenges.
Because when you take the time to listen first, you write content that feels personal, relevant, and actionable. That’s the difference between “informative” and “conversion-ready.”
If your content isn’t hitting, don’t just run another keyword report. Go back to the people who’ve already said yes. Let them tell you why. You’ll uncover the gaps you didn’t know were there.
Wrapping it up
Bottom-funnel SEO isn’t about showing up on Google — it’s about turning high-intent visitors into revenue. Keyword tools help you find demand. Customer interviews show you why that demand exists and what will convince someone to act.
When you combine the two, you bridge the gap between traffic and pipeline. You build content that resonates, builds trust, and actually moves the business forward.
And trust me, after a few of these conversations, you’ll never look at keyword research the same way again.