When someone mentions TOFu, MOFu and BOFu in a marketing meeting, you could assume you’d accidentally wandered into a nutrition seminar. What does tofu have to do with SEO, AI and getting more customers? As it turns out, quite a lot.
TOFu (Top of Funnel), MOFu (Middle of Funnel) and BOFu (Bottom of Funnel) describe the stages customers move through on their journey from problem awareness to purchase. For years, SEO strategies focused heavily on TOFu content because that’s where the traffic was. Today, AI is changing the recipe.
At the top of the funnel, users ask broad questions like “How do I improve workplace safety?” or “What’s the best CRM for a small business?” Increasingly, they are asking ChatGPT, Copilot, Gemini or Google’s AI Overviews instead of clicking through search results.
This means TOFu content still matters, but its purpose has changed. You’re no longer writing solely to attract visitors. You’re also writing to become a source that AI systems reference and trust. High-quality educational content, original insights, unique data and genuine expertise all increase the likelihood that AI platforms will surface your information in their answers.
The reality, however, is that even if AI cites your brand, you may not receive the same volume of clicks that traditional search once delivered. Businesses need to adjust expectations accordingly. TOFu content is increasingly about brand visibility and authority rather than direct website traffic.
In the middle of the funnel, prospects are evaluating options. They know they have a problem and are comparing solutions. This is where comparison pages, case studies, buyer guides and detailed service explanations shine. AI may help users discover possibilities, but people still conduct research before making decisions, especially for higher-value purchases.
The biggest opportunity lies at the bottom of the funnel.
BOFu content targets users who are close to converting and are asking highly specific questions. Examples include:
- How much does it cost?
- How long does implementation take?
- What areas do you service?
- Do you offer financing?
- How does your solution compare with a specific competitor?
These aren’t necessarily long articles. Often, simple and direct answers work best. Dedicated FAQ pages, pricing information, process explanations and service-specific landing pages help remove friction from the buying decision.
As AI increasingly serves TOFu answers, many businesses may find their best SEO returns come from owning the conversion stage. The future isn’t about publishing endless informational blog posts. It’s about creating trustworthy content that AI can reference at the top of the funnel while ensuring your website excels at answering the questions customers ask right before they buy.
Or, to put it another way: TOFu gets people thinking, but BOFu gets them eating.
Josh Moore is the Managing Director of Hamilton-based digital marketing agency Duoplus.
