This article will explore each stage within the keyword funnel, laying down the strategic groundwork for optimisation at every stage. By mapping keywords to each stage, businesses can create tailored content that directly addresses users’ needs and seamlessly guides them through the buyer’s journey.

You will learn about the three stages of the funnel – Awareness, Consideration and Decision stage offering strategies and tips for optimising SEO efforts at every level.

The article also explores strategies applicable to the entire funnel, including using long-tail keywords, leveraging competitive keywords, and understanding user intent. It concludes with assessing and refining keyword funnel strategies so you can adapt to the changing needs of your target market.

Let’s start by understanding the keyword funnel.

Understanding the Keyword Funnel

The concept of the “Keyword Funnel” comes into play as a bridge between consumer search behaviour and your content marketing strategy. Much like a traditional sales funnel, a keyword funnel helps to understand and cater to potential customers at different stages of their journey.

What is a Keyword Funnel?

A keyword funnel is a method of organising search queries according to the different stages within the marketing funnel. It implies that not all search queries are equal in the eyes of a marketer who is aiming to convert searches into sales.

This process begins with recognising how potential customers use search terms to find potential solutions to their problems. These search queries are then categorised based on their relevance to each stage of the customer journey. By pinpointing where the user stands in the marketing funnel—be it gaining new insights during the awareness stage, comparing options in the consideration stage, or making a final choice in the decision stage—you can create and deploy content that directly addresses their immediate needs. This strategic approach not only fosters a seamless transition through the funnel stages but also amplifies organic traffic, enhancing your overall conversion rate.

Advantages of Keyword Funneling

Keyword funnelling is a potent tool in a marketer’s toolkit, offering several advantages:

  1. Content Tailoring: This allows the creation of valuable content that is finely tuned to the needs and search intent of different segments of your target audience. This tailoring gives users exactly what they’re looking for at each stage of their journey, which can improve engagement and trust in your brand.
  2. Improved SEO Standing: Through keyword funnelling, marketers can optimise their content to rank for a broader range of keywords. By targeting keywords relevant to each funnel stage, you increase your visibility on search engines, drawing more organic traffic and boosting the overall SEO strategy.
  3. Increased Conversions: By understanding the buyer persona and mapping content to various stages of their journey, you can lead users toward making a buying decision more effectively. This leads to better conversion funnel metrics as content aligns better with what users seek at each stage.
  4. Data-Driven Decision Making: Analyzing keywords and their performance can provide vital insights into what your prospective customers are looking for. This shapes future marketing efforts, allowing for more effective strategies to be put in place and drawing more qualified leads and sales.
  5. Competitive Edge: By understanding and implementing a keyword funnel approach, a business can stay ahead of competitors by catering to the specific search queries of potential customers before they do.

Understanding and optimising the keyword funnel is central to creating a comprehensive SEO and content marketing strategy. It not only aligns your business goals with the customer journey but also bolsters your marketing efforts to yield tangible results in terms of brand presence, organic traffic, and, ultimately, revenue.

The Awareness Stage

highlight on awareness stage is informational and broad

In the journey of a potential customer, from browsing to buying, the Awareness Stage stands out as the crucial first step. It is at this stage that customers first recognise a problem or need and begin the quest for information. They might not have a clear solution in mind, but they’re actively looking to understand or identify opportunities that can alleviate their pain or improve their circumstance.

In this stage, the search queries are broad and informational. They might use keywords like:

  • “How to…” (e.g., “How to learn SEO “)
  • “What are the benefits of…” (e.g., “What are the benefits of SEO for my business?”)
  • “Best…” (e.g., “Best SEO tools”)
  • General industry terms (e.g., “Gardening tips”, “SEO best practices”)

The goal here is not to sell but to inform and educate, providing a foundation upon which trust and authority can be built.

Optimising SEO Efforts for the Awareness Stage

The search queries in the awareness stage are broad and informational, focusing on understanding problems, not necessarily solutions. Your website should be a haven for informative and educational content, not a sales pitch.

  • Targeted keyword research. Identify the awareness-stage keywords your target audience is searching for.
  • Optimise for long-tail keywords. Integrate them naturally throughout your content, but prioritise readability.

Tailoring content to these keywords requires an understanding of the natural language and semantics which prospects use during this stage. From blog posts that simplify complex topics to infographics that visualise data, the use of awareness keywords helps in crafting content that is both discoverable and compelling.

The right content mix boosts your chances of turning casual browsers into informed prospects who may later traverse the entirety of the sales funnel.

When writing content at this stage:

  • Focus on benefits, not features. Address user pain points and how your industry can alleviate them. Don’t jump straight to selling your product yet.
  • Speak their language. Avoid technical jargon and use clear, concise language.
  • Don’t forget the call to action (CTA). Guide users to the next stage by encouraging them to download an ebook, subscribe for more information, or explore a relevant service page.

The Consideration Stage

highlight on consideration stage is specific and solution-oriented

As potential customers progress through their buying journey, they are ready to scrutinise the value proposition of various products or services, searching for the most compelling evidence to influence their decision-making.

Search queries in this field have become more specific and solution-oriented. Users might be looking for:

  • Brand comparisons: (“[Brand A] vs. [Brand B]”)
  • Product reviews: (“[Product name] reviews”)
  • Features and benefits: (“[Product name] features”)
  • “How-to” queries with specific applications: (“How to use [product name] for [task]”)

Users here are not just informed; they search for specific solutions that directly address their unique concerns.  In this conversion funnel segment, businesses can make meaningful connections with high-value customers who are demonstrating intent and readiness to purchase.

Targeting Consideration Keywords

Search queries in the consideration stage become more specific and solution-oriented.

  • Optimise for mid-tail keywords. Target keywords that are more specific than awareness, not as transactional but as conversion keywords.
  • Focus on landing pages. Create dedicated landing pages for specific products or services optimised with relevant keywords and clear CTAs.
  • Build backlinks. Earn high-quality links from relevant websites to boost your authority and improve your ranking for consideration keywords.

Optimising SEO Efforts for the Consideration Stage

Recognising that users here seek tools, suppliers, or services to resolve their issues, content must centre around comparison, value, and validation.

Here are some copywriting tips to craft compelling consideration content

  • Highlight features and benefits. Explain how your product or service addresses and solves their needs.
  • Use social proof. Showcase testimonials, case studies, and customer reviews to build trust and credibility.
  • Incorporate data and comparisons. Back up your claims with statistics, research, and comparisons to competitors.
  • Offer in-depth content. Create white papers, webinars, or product demos to provide a deeper understanding of your solution.
  • Craft strong CTAs. Encourage users to download a free trial, request a consultation, or compare plans.

By focusing on these key aspects, businesses can increase the conversion funnel efficiency and lead potential customers closer to the ultimate goal of purchasing.

The Decision Stage

highlight on decision stage is brand-specific and transactional

We reached the final mile in the customer journey, where website visitors are ready to buy, and your goal is to convert them into loyal customers.

Targeting Decision Keywords

Search queries in the decision stage are laser-focused and transactional. Users are no longer browsing; they’re comparing options and making final evaluations. Here’s what they might be typing:

  • Price and discount keywords: When users search for “[Product name] discount code” or “[Service name] pricing,” they’re close to conversion and actively seeking the best deal.
  • High-intent keywords: Phrases like “Buy [product name]” or “Order [service name].”
  • Brand-specific keywords: Searches like “[Your brand name] + [product name]” show users are familiar with your brand

For marketers, these keywords are gold, signalling high purchase intent and representing an audience that typically converts at a higher rate.

Optimising SEO Efforts for the Decision Stage

Decision stage content should be clear, concise, and act as the final nudge towards conversion.

Here are some writing tips to turn website visitors into paying customers:

  • Target high-intent keywords. These transactional keywords have the highest conversion potential.
  • Highlight unique selling points (USPs). What makes your product or service the undisputed champion? Showcase its differentiating features and benefits that address user pain points.
  • Leverage social proof. Showcase testimonials, customer reviews, and trust signals like security badges and certifications. Social proof builds trust and convinces users they’re making the right choice.
  • Optimise product and service pages. Integrate relevant keywords throughout product descriptions, specifications, and comparison charts.
  • Consider local SEO (if applicable). If you have a brick-and-mortar store, optimise your Google My Business listing and target location-specific keywords.
  • Run PPC (pay-per-click) campaigns. Reach users actively searching for decision-stage keywords with strategic ad placements.
  • Optimise for user experience (UX). Ensure your website is easy to navigate, with a smooth and secure checkout process. Eliminate any friction points that might hinder conversion.

The decision stage is about removing roadblocks and guiding users towards conversion. By providing clear information, addressing concerns, and offering a seamless buying experience, you’ll turn website visitors into loyal customers.

Strategies for the Entire Funnel

Implementing a targeted keyword strategy at every level of the buying journey is important in guiding potential customers through to conversion.

As businesses move through the funnel, their focus should shift to cater to the distinct needs of each stage. For example, the lower funnel stages should focus on building trust with potential solutions. In the middle stages, driving traffic becomes the focus, while introducing the brand is critical at the top of the funnel.

Using Long-Tail Keywords

explains long tail keywords as low competition and high conversion keyword

Long-tail keywords are more specific, exhibiting clear user intent and indicating a higher probability of conversion.

For instance, instead of “running shoes,” a long-tail keyword like “best running shoes for flat feet” signifies a specific product search with strong buying intent.

Prioritising top terms in keyword selection involves a strategic alignment with user intent, search volume, competition levels, and leveraging long-tail keywords. Adopting these strategies ensures that your content resonates with potential customers at the conversion stage, ultimately driving revenue growth and maximising campaign effectiveness.

Leveraging Competitive Keywords

When conducting keyword research for your funnel strategy, it’s important to identify the competitive keywords that your competitors are using. This can provide valuable insights into the keywords that are driving traffic to their websites and help you understand the market landscape better.

By analysing your competitors’ keyword strategy, you can uncover potential weaknesses in their approach and identify opportunities for your own business.

  • Look for low-search volume keywords that may potentially drive high-quality traffic to your website.
  • Utilise competitor analysis tools to better understand their SEO strategy and keyword usage.
  • Tailor your keywords for specific landing pages and products to ensure that they align with the user’s search intent.
  • Divide your keywords into thematic blocks to optimise your landing pages and improve your search engine rankings.

Incorporating competitive keywords into your keyword funnel strategy can help you stand out in a crowded marketplace and attract a more targeted audience. Overall, leveraging competitive keywords for keyword funnelling can help you drive relevant traffic to your website, generate leads, and increase brand awareness.

Understanding User Intent

shows the relation between keyword funnel and user intent on each stage

User intent goes beyond the keywords themselves. It’s about understanding the user’s goal and mindset behind their search query. Here’s how intent varies across the buyer’s journey:

  • Informational Intent (Awareness Stage): Users are seeking knowledge and education. They’re asking questions and gathering general information.
  • Commercial Intent (Consideration Stage): Users actively research solutions and compare options. They’re evaluating features, benefits, and pricing.
  • Transactional Intent (Decision Stage): Users are ready to buy and are looking for the final confirmation or incentive to convert. They might be searching for discounts, reviews, or specific product details.

To Identify User Intent:

  • Analyse keyword qualifiers. Words like “how to,” “best,” “reviews,” or “buy” offer clues about the user’s intent.
  • Consider search results on the kind of content that ranks for the keyword. Informational articles, product comparisons, or buying guides can indicate user intent.
  • Think like your audience. What information are they looking for at each stage?

By decoding user motivations behind search queries, you can create a targeted content journey that attracts, engages, and converts visitors into loyal customers.

Assessing and Refining your Keyword funnel strategies

Utilising SEO tools like Google Search Console, SEMrush, or Ahrefs can be invaluable assets for funnel assessment:

  • Identify keyword gaps: These tools can reveal relevant keywords you haven’t targeted yet, helping you fill content gaps in your funnel.
  • Track keyword rankings: Monitor how your website ranks for targeted keywords at each stage. Are you appearing on the first page of search results for decision-stage keywords?
  • Analyse backlinks: Backlinks from high-authority websites can improve your ranking and attract more qualified traffic. Analysing your backlink profile can help identify areas for improvement.

After analysing your data, it’s time to refine your funnel strategy:

  • Content Optimization: Update underperforming content to better address user needs at each stage. Consider adding elements like visuals, case studies, or CTAs depending on what’s relevant to the stage your content is targeting.
  • Keyword Expansion: Based on your keyword gap analysis, incorporate new keywords that target users at different stages of the buying journey.
  • Technical SEO Tweaks: Ensure your website is mobile-friendly, loads fast, and has a clear information architecture for search engines to crawl and index effectively.
  • Internal Linking: Create a strong internal linking structure that guides users through your funnel. Link relevant content from one stage to the next, keeping visitors engaged.

A/B Testing

A/B testing allows you to compare different versions of your website elements (e.g., CTAs, landing pages) and see which ones perform better. This data-driven approach can help you refine your funnel for optimal results.

SEO and keyword funnelling are ongoing processes. Regularly monitor your funnel performance, analyse user behaviour, and adapt your strategy as needed. By continuously refining your funnel, you’ll ensure it remains a powerful tool for attracting, engaging, and converting website visitors into loyal customers.

Conclusion

By understanding the various stages of the buyer’s journey and tailoring content to address the specific needs and search intent at each stage, companies can create a seamless user experience that guides potential customers towards a purchase decision. The keyword funnel approach enhances SEO efforts and fosters trust and authority with audiences, aligning marketing efforts with consumer behaviour. Ultimately, the keyword funnel bridges the gap between consumer search patterns and business goals, allowing companies to outperform competitors and cultivate long-lasting customer relationships through continual refinement, data analysis, and adaptation.