I’ve spent years building strategies that match marketing efforts with the search intent of every step in a buyer’s process.
In this post, I want to share my insights on Funnel SEO why it matters to your business, how it helps drive the right traffic, and how you can tailor content to each stage of the funnel. Buckle up, because we’re diving deep.
What Is the Marketing Funnel?
The marketing funnel is a tried-and-true framework that maps out the different stages someone goes through when seeking information, forming an opinion, and eventually making a purchase.
Although people sometimes simplify it into three or four steps—Awareness, Consideration, and Conversion, for example—think of it as a continuous process. Different marketing tactics belong at different points in the funnel.
In an SEO context, the funnel represents a structured approach to content creation. Each stage of the funnel connects with a distinct type of user intent. If you’re building an SEO strategy without a funnel in mind, you might be missing important opportunities to target and guide potential customers.
I often talk about funnel SEO as a method of “meeting your audience where they are.” If you’re familiar with a funnel—wide at the top and narrow at the bottom—that’s exactly how we view traffic.
The top of the funnel is the broad net you cast, attracting potential customers who might just be searching casually. As they move down, those same prospects become more informed and more likely to act.
One way to see the funnel in SEO is:
- Top of Funnel (TOFU): Attract and educate.
- Middle of Funnel (MOFU): Compare and evaluate.
- Bottom of Funnel (BOFU): Convert and purchase.
Some marketers also add Post-Purchase or Loyalty stages, but here we’ll focus on the main three. You can adjust these concepts to whatever extended or alternative framework you already use.
How the Funnel Functions in SEO
Let’s be clear: not every keyword is created equal. SEO experts know that each stage of the marketing funnel focuses on a different user intent, and that directly impacts the keywords you target.
A user at the top of the funnel might type in a broad query like “how to solve [X problem].” They’re still gathering information. Contrast that with someone at the bottom who searches for “best deals on [X product].” They’re ready to make a purchase.
I structure my SEO campaigns around funnel stages because it lets me:
- Capture the right audience at the right time.
- Deliver relevant content that meets user needs.
- Shorten the path from curiosity to conversion.
This approach keeps people on the site longer, and it in the end boosts conversions. There’s little point in directing casual visitors to a product page full of “Buy Now” calls if they’re still in research mode.
Top of Funnel (TOFU)
What It Is
The top of the funnel centers on raising awareness. People here often don’t know exactly what they need. They sense that something is missing, or they have an issue they’re trying to understand.
In SEO, TOFU content usually comes in the form of blog posts, guides, checklists, or broad educational material. These pieces are meant to satisfy curiosity and offer initial direction.
The Strategy
To succeed at TOFU in an SEO context:
- Focus on broad, informational keywords. Visitors are asking “what,” “why,” and “how” questions.
- Offer free resources: eBooks, how-to blog posts, or basic tutorials.
- Build trust: Avoid pushing a purchase immediately.
Create pages with keyword-rich content that reflects the typical problems or needs your audience might have.
SEO is about matching user intent. If someone searches “how to reduce shipping costs for a small business,” they aren’t looking for a direct advertisement for shipping software they want educational content that might mention, in passing, that solutions exist.
“Healthy Life Online”
Consider a website called Healthy Life Online that focuses on health and wellness education.
Their top-of-funnel content might include titles like “10 Easy Ways to Incorporate Cardio Into Your Routine” or “Understanding the Basics of Nutrition Labels.”
These posts aren’t trying to push a product. Instead, they’re solely about providing real value: content first, sale later. They saw their organic traffic spike by 40% in three months when they invested in educational blog posts.
People searching for broad health and wellness topics found their site, stayed engaged, and then signed up for email updates or explored other pages. That is TOFU success built on SEO.
Middle of Funnel (MOFU)
Bridging Awareness and Action
After attracting visitors with TOFU content, you have an audience in the middle stage. Here, they’re evaluating and comparing solutions. They know their problem; they just need guidance on the best way to solve it.
MOFU content should help users overcome doubts, compare options, or see how specific examples apply. Content like detailed buyer’s guides, product comparisons, interviews with experts, or advanced how-to articles fits well in this phase.
Curated “best of” lists work well when done carefully and without overloading on affiliate links.
MOFU content is an opportunity to build confidence. Visitors are more informed than at TOFU, but not yet ready to purchase.
A deeper level of engagement—like a webinar, a Q&A session, or an in-depth guide—can make a difference.
The Strategy
When creating MOFU pages, consider:
- Using long-tail keywords that help searchers compare solutions. For example, “Best [X software] for small businesses.”
- Developing detailed guides that highlight various advantages. A balanced approach rather than a one-sided pitch is ideal.
- Providing analytical content with data, charts, or detailed instructions that address more complex queries.
It also helps to include trust signals—such as testimonials, user reviews, or success stories—on these pages. You want to give that extra push that moves them further down the funnel.
“Local Co-Working Hub”
A local co-working space I consulted for faced a challenge: people knew about them from the top-of-funnel, but few signed up. They began publishing content like “How to Choose the Right Co-Working Space,” comparing different membership models, location benefits and drawbacks, and budgeting tips.
This well-focused MOFU content made a big difference.
They experienced a 25% boost in sign-ups in under two months because visitors felt certain they’d gathered enough information from the site. These visitors arrived via long-tail queries like “best part-time co-working membership downtown.”
The result was more qualified leads and steady growth.
Bottom of Funnel (BOFU)
Where the Money Is
At the bottom of the funnel, visitors decide whether to make a purchase. They’re actively seeking a solution—often using commercial or transactional search terms like “pricing,” “discount code,” “review,” or phrases similar to “Where can I buy [X]?”
BOFU content needs to be straightforward, focused, and convincing. Product pages with clear calls to action, sales landing pages, or pricing breakdowns are typical examples. At this stage, it pays to be direct. Present the value proposition, explain why your offering is the best option, and create an easy path to conversion.
The Strategy
I treat bottom-of-funnel SEO like finalizing a handshake. To optimize, I:
- Optimize product or service pages around relevant commercial keywords.
- Highlight trust signals with strong customer testimonials, clear return policies, or security badges.
- Make navigation and the checkout process easy by reducing unnecessary steps and form fields.
It can also help to include detailed content like a side-by-side comparison between your offering and competitors’. Prospective buyers appreciate clear details that help them make a decision.
Overview of the 3 Parts of the Funnel
Below is a quick table outlining how each funnel stage connects with user intent, content type, and a key metric to watch.
“Task Planning Software”
One SaaS company I worked with specialized in team collaboration tools. Their BOFU content was straightforward: product landing pages, a pricing page outlining each plan’s features, and customer testimonials from people in similar industries. They addressed queries like “affordable task planning software for remote teams.”
Optimizing these pages around transactional keywords, clarifying their benefits compared to competitors, and simplifying the signup process raised their conversion rates by 18%. BOFU SEO is about giving that final push to change uncertainty into commitment.
Pages Targeting Each Funnel Step
TOFU Pages
- Educational Blog Posts: Titles like “Top 10 Myths About [Topic]” or “Beginner’s Guide to [Problem].”
- Evergreen Guides: Core content that remains relevant for a long time and is updated regularly.
- How-To Videos: Videos hosted on a blog page that appeal to visual learners, with transcripts included for SEO.
MOFU Pages
- In-Depth Comparison Articles: Content that shows how different solutions address the same problem.
- Buyer’s Guides: Pages that lay out criteria for choosing the right product or service.
- Expert Roundups: Posts featuring opinions from multiple experienced sources to build authority.
BOFU Pages
- Product/Service Pages: Clear and direct pages that cater to transactional intent.
- Case Studies: Real-life examples highlighting how your product or service solved a particular challenge.
- Testimonials and Reviews: Social proof provided at the moment buyers need that reassurance.
Additional Case Studies for Each Funnel Stage
- TOFU: A pest control company published an in-depth article titled “Everything You Need to Know About Common Household Pests.” They were not selling anything in that piece—just informing readers. They reached the top spot for “common household pests” in under six months, which greatly increased their organic traffic and email sign-ups for future inquiries.
- MOFU: A financial planning firm produced a detailed side-by-side comparison of various retirement options. The post included real numbers, charts, and scenarios. Readers valued the information and reached out for consultations. Linking that blog post to service pages led to a 30% increase in consultation requests.
- BOFU: An online coding bootcamp set up focused landing pages with clear “Enroll Now” calls. They emphasized job placement statistics, included testimonials from successful graduates, and provided data on average salary improvements. Potential students searching for “best coding bootcamp with high job placement” found these well-optimized pages, and enrollments surged.
FAQ
How do I track success at each funnel stage?
I rely on specific metrics:
- TOFU: Look at page views, bounce rate, and time on page.
- MOFU: Evaluate sign-ups, gated content downloads, or demo requests.
- BOFU: Monitor sales, closed deals, or completed registrations.
Is creating funnel-based content a one-time project?
No. I see it as an ongoing process. You should update, refine, and expand content regularly. Customer behavior changes, and your SEO strategy should keep up.
Can I merge funnel stages in a single piece of content?
You can, but it tends to dilute the focus. I prefer separate pages or articles that concentrate on each funnel phase. This method works best for SEO.
Do I need advanced SEO tools to execute this strategy?
Advanced tools can help, but aren’t required. Free resources like Google Analytics and Google Search Console can provide plenty of insights into user intent and behavior.
Does this work for local businesses, too?
Absolutely. Local SEO is very sensitive to user intent. If you run a local store or service, include posts about specific local challenges at the top, area-specific comparisons in the middle, and location pages for conversions at the bottom.
Are there any shortcuts to implementing funnel SEO?
Shortcuts rarely bring lasting results. I recommend thorough keyword research, structured content planning, and steady site optimization.
Want to try the #1 AI Writer for SEO Copywriting?
Create anything from blog posts to product descriptions with 1-click AI drafts or our chat assistant. Powered by a next-gen SEO engine that ensures your content actually ranks. Try it now with a free trial→
