The $240,000 Keyword Productivity Competitors Are Ignoring

 

In the competitive world of productivity apps, brands like Notion, ClickUp, Motion, and Reclaim dominate the conversation. But when we peeled back the curtain on their keyword strategies, something surprising emerged:

They’re over-invested in top-of-funnel traffic — and leaving high-converting, low-competition opportunities on the table.

I recently ran a competitive keyword analysis across these four companies. Here’s what the data told us:

1. BOFU (Bottom of Funnel) Keywords Are Rare — But 10x More Valuable

Only 8% of the 6,970 keywords we analyzed were classified as BOFU — keywords that signal clear intent to evaluate or buy a solution.

Yet those few keywords carried significantly higher opportunity scores than their TOFU or MOFU counterparts:

- BOFU average opportunity score: 452
- TOFU average: 32
- MOFU average: 63

One standout? 
The keyword “notion mail” scored a staggering 240,641 on our opportunity index. 
That’s low competition, high commercial intent, and virtually untapped. Plus, any productivity competitor with mail could easily swoop in on it.

2. Top-of-Funnel Terms Dominate — With Diminishing Returns

Popular phrases like “to do list app” and “all-in-one workspace” draw big volume, but come with intense competition and generic intent.

For example:

- “to do list app” — 50,000 searches/month, low intent, diluted value
- “notion page” — 5,000 searches, very specific, but less likely to convert

These TOFU terms are essential for brand discovery, but they shouldn’t be the core growth engine — especially for challengers trying to break into the space.

3. Missed Clusters = Missed Markets

Using keyword clustering, we found overlooked niche segments competitors could dominate with just a few pages of targeted content or paid campaigns.

From “automated task management” to “digital workspace platform,” dozens of micro-opportunities exist where the big players aren’t even bidding yet.

The Takeaway for Growth Teams

If you’re building a SaaS in the productivity or planning space, your competitors are giving you room to win — especially at the bottom of the funnel.

Most teams obsess over top-of-funnel visibility. 
Smart ones chase conversion-ready demand where competition is weakest.

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