Surviving AI Overviews: The Strategic Shift to BOFU and MOFU Content
AI tools like Google’s AI Overviews, ChatGPT, and Perplexity are changing how people search. For reference, Google search impressions have increased by 49% year-over-year, but click-through rates have dropped by 30% since AI Overview launched. This means that instead of clicking through to websites, users are often satisfied with the summaries shown directly in search results.
This ultimately results in fewer visits to company blogs, even as search impressions increase. In fact, approximately 58.5% of Google searches in the U.S. now result in zero clicks to websites. Furthermore, 60% of all global searches end without the user clicking on a link. To stay relevant, brands need to focus on content that speaks to people further along their journey, where intent is higher and information extends beyond a quick summary.
The Rise of AI Search and the Fall of TOFU Visibility
AI-generated answers are now taking over the top of Google’s search results. These summaries give users quick information without needing to visit a website. This cuts into the visibility of traditional top-of-funnel (TOFU) blog content.
This shift has led to a drop in traffic. One study by Ahrefs found that AI Overviews are linked to a 34.5% lower average click-through rate for top-ranking pages compared to similar keywords without them. Additionally, some sites focused on information queries see CTR declines between 18% and 64%.
The impact is even bigger in some industries. For example, AI Overview coverage now reaches nearly 90% of healthcare and education queries, and B2B (Business-to-Business) tech jumped from 36% to 70% coverage. In insurance, it went from 17% to 63%. When AI takes up the top spot, fewer people scroll down, making it harder for TOFU content to stay visible.
WHY BOFU and MOFU Content Matter More Than Ever
As AI tools take over the top of search results, mid and bottom-of-funnel content (BOFU) is becoming more valuable. This type of content speaks to people who already know what they’re looking for and need help deciding what to do next.
AI summaries often fall short here because they cannot replace the human element (product insights, real-world examples, etc.) that help someone choose between options. That’s why bottom-of-funnel keywords convert at an average rate of 4.85%, much higher than most TOFU content.
Plus, some AI tools still struggle to summarize BOFU content. For example, only 3.5% of smaller fintech companies’ TOFU keywords show AI Overviews, while BOFU content is mostly untouched.
When done well, the results will speak for themselves. Content marketing brings in three times more leads per dollar spent than traditional advertising when focused and intentional.
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The funnel shows a clear path from awareness to conversion: top, middle, and bottom stages. The “messy middle” describes how buying decisions aren’t always linear. Instead, people loop through research, comparisons, and reviews before taking action. It reflects a more unpredictable journey than the traditional funnel.
What is BOFU Content?
BOFU content is designed for people who are ready to make a decision. They’ve done their research and are close to choosing a product or provider.
This type of content answers specific questions about your offering and helps users take the final step. Examples include:
Product comparisons
Pricing pages
Customer case studies
Detailed service descriptions
What is MOFU Content?
Middle-of-funnel (MOFU) content is for people who know they have a problem but are unsure how to solve it. They’re exploring their options and trying to understand what solutions may fit.
This type of content helps move them closer to a decision. It includes how-to guides, solution overviews, webinars, and educational resources. The goal is to give clear, helpful information that answers their questions and generates interest in what you offer.
How AI is Reshaping Content Strategy
Instead of clicking through to blogs, most now get their answers directly from search results, especially for TOFU topics. As a result, broad, informational content falls to the back lines, and deeper, intent-driven formats come forward.
That’s where mid and bottom-funnel content comes in. These formats give more context and guidance, things AI tools often miss. In fact, 44% of marketers say how-to guides are the most effective content for MOFU, and articles over 1,800 words tend to perform well when converting readers into leads.
AI snippets are built for quick answers, not brand engagement. To stay relevant, content strategies need to focus less on reach and more on meaningful interaction with people ready to take the next step.
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How to Create BOFU Content That Converts
BOFU content should make it easy for someone to take action. These are the pages people visit when they’re comparing options or getting ready to buy.
Start by targeting keywords that show clear intent. Terms like “best [product] for [need]” or “[service] vs [competitor].” Then, focus on the questions people have right before making a decision. Use that space to highlight what sets you apart and to address common concerns.
Strong calls to action (CTAs) are essential here. It can be scheduling a demo, filling out a form, or contacting sales. You want to give people a clear next step, so every part of the page should guide them toward that action.
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What to Include in BOFU and MOFU Articles
BOFU and MOFU content works best when it’s clear and built for action. Every part of the page should serve a purpose (i.e., helping someone learn something useful or take the next step).
Include strong internal links that guide users to related pages, along with clear calls to action such as “Get a Quote” or “Schedule a Demo.” Add FAQs to answer common questions and use value statements to show how your product or service meets a specific need. Make sure the layout is easy to scan and break things into sections so readers can find exactly what they’re searching for.
You don’t want to overwhelm people, so ensure your page is helpful and actionable for someone ready to learn or buy.
Examples of High-Intent Content Formats
Some formats are especially effective for mid and bottom-funnel content.
“X” vs. “Y” comparison pages help users weigh options side by side.
Case studies share real stories that show results, making them a good fit for MOFU readers.
Buying guides give people the info they need to make confident decisions.
Webinars are also highly effective. 91% of B2B professionals say webinars are their top content choice, with average attendance ranging from 30-60%.
These formats give users the detail they’re looking for when they’re closer to taking action.
Measuring the Impact of BOFU and MOFU Content
Mid- and bottom-funnel content typically attracts fewer visitors than TOFU content. However, those visitors are more likely to take action. That’s why it’s crucial to track the right metrics.
Look at CTA clicks, form submissions, demo requests, and lead quality. These tell you if the content is doing its job. Tools like CRMs (Customer Relationship Management) and heatmaps also show what users are engaging with and where they drop off.
This content targets people further into the buying process, so it’s not about getting the most traffic. You want to get the right traffic. That shift makes MOFU and BOFU content valuable in today’s search landscape.
Rethinking the Funnel for an AI-First Future
AI search tools are changing how people discover and interact with content. That means the traditional funnel needs a reset. Brands can no longer rely on broad, awareness-stage content to drive traffic and conversions.
Mid and bottom-funnel strategies are ultimately a better way forward. Bottom-of-funnel keywords convert nearly 5% of the time, and content marketing still delivers three times more leads per dollar than traditional ads when aligned with user content.
Now’s the time to audit your existing funnel content. Shift more resources toward BOFU and MOFU articles that answer specific questions and guide users toward action.
Need support in putting this all into action for your business. Start with an Eyeful AI Search Readiness Audit or work with us across all of your SEO / AI Search strategies.