In the past, SEO was all about keywords. Today, it’s about people. A successful SEO conversion funnel is about understanding your customers and helping them on their journey from a simple search to a purchase. By focusing solely on keywords, you miss the person behind the screen. That person has different information needs at different times, and it’s your job to help them at every step.
The Three Stages of the Conversion Funnel
A conversion funnel shows how a customer moves closer to making a purchase. In SEO, we often break this journey down into three main stages: Awareness, Consideration, and Decision.
1. Awareness: The Top of the Funnel
In the Awareness stage, a person is aware of a problem but is not yet looking for a specific solution. They are asking broad questions like “how to eat healthy” or “how to live a more active life.”
Your goal here is to provide valuable, customer-focused content that helps them understand their problem. This is where you can build trust and authority by being a helpful resource, not a salesperson.
2. Consideration: The Middle of the Funnel
In the Consideration stage, a person knows they have a problem and is looking for a solution. They have more specific questions like “what is a slow juicer?” or “what is the best way to make a healthy smoothie?”
Your goal here is to help them weigh their options. This is a great time to provide content like product comparisons, reviews, and objective guides that help them make an informed decision.
3. Decision: The Bottom of the Funnel
In the Decision stage, a person knows what they want and is ready to buy. They are searching for specific products, like “buy a big squeeze online” or “where to find a cheap slow juicer.”
Your goal here is to be visible and to make it easy for them to make a purchase. These are often the most valuable keywords for your business, but they are also the most competitive.
How to Use the Funnel for Your SEO Strategy
By understanding the SEO conversion funnel, you can create a content strategy that is designed to grow your business.
Create Content for Each Stage
- Awareness: Create content that answers broad questions. This content might not lead to an immediate sale, but it’s a great way to build a relationship with a customer.
- Consideration: Create content that helps a customer compare their options. This is a great time to showcase your products and to highlight what makes them better than the competition.
- Decision: Create content that is designed to convert. This is where you can highlight your sales pages and your product pages.
Track Your Conversions
You should use your analytics to track your conversions at each stage of the funnel. This will help you understand how your SEO is affecting your revenue. A professional SEO platform Clickrank can help you with this. The platform automatically crawls your website and provides a prioritized list of optimizations.
