Keyword Funnel and Search Engine Optimization

A funnel with ideas going in the top being combined into a strategy that leaves the funnel as success

Keyword research got you feeling a bit lost in the weeds? Totally been there. Picking the right keywords can be like searching for a specific seashell on a giant beach, frustrating, right? But no worries, fellow digital marketer, because today we’re diving into the amazing world of the keyword funnel. Let’s learn how to use it to build a client-converting content machine!

Let’s break it down in a way that’s easy to understand, shall we? Imagine a funnel, wide at the top and narrowing towards the bottom. That’s basically the customer journey online. At the bottom of the funnel (LOFU), we have those amazing conversions – the people who sign up, buy something, or take whatever action you’re aiming for. But how do we get them there? That’s where the magic of keyword research comes in.

Starting at the End: Keyword Research for Conversions

Think of it this way: if someone is ready to convert on your website, what words would they be typing into Google? This is where we begin our keyword research journey. Close your eyes and picture yourself as a customer, ready to pull the trigger on your product or service. What specific terms would you use to find a business like yours?

Here’s the trick: Analyze your existing conversion pages (product descriptions, landing pages, etc.) and identify the keywords that are already working for you. This is gold, folks! These are the keywords people are using when they’re ready to convert. Now, go a step further and brainstorm some similar, high-intent keywords that someone with purchase intent might be searching for.

The goal: Craft content that uses these LOFU keywords to target those users who are most likely to convert. This could be a detailed product comparison guide, a case study showcasing your success with similar clients, or a free consultation offer.

Moving Up the Funnel: Consideration Stage Keywords

Now, let’s climb a little higher up the funnel. Once someone knows they have a problem (and are actively searching for a solution!), they enter the consideration stage. Here, they’re researching different options and comparing businesses. This is where your brand awareness and expertise come into play.

The keywords you target here should be those that people use when they’re evaluating their choices. These are typically mid-length keywords that are more specific than the super broad ones we’ll discuss next, but not as laser-focused as the conversion keywords.

Think about the questions your ideal customer might be asking at this stage. Maybe it’s “best [your service]” or “[problem] solutions compared.” By targeting these consideration stage keywords with informative blog posts, helpful guides, or even video tutorials, you position yourself as a trusted authority in their buying journey.

Top of the Funnel: Awareness Stage and Long-Tail Keywords

Finally, we reach the top of the funnel, also known as the awareness stage. This is where people are just realizing they have a problem, and they’re casting a wide net to gather information. Here, the keywords are the broadest and most general – think long-tail phrases like “signs of [problem]” or “how to [achieve desired outcome].”

Don’t underestimate the power of these broad keywords! While they might not directly translate into conversions, they’re crucial for building brand awareness and attracting a wider audience. This is your chance to establish yourself as a thought leader in your industry with informative blog posts, infographics, or even engaging social media content that tackles these broader topics.

The Secret Sauce of Search Engine Optimization: Building Your Keyword Pathway

The beauty of the keyword funnel approach is the reverse engineering. By starting with the keywords people use when they’re ready to convert, we can build a content strategy that guides them seamlessly through the funnel. We provide valuable information at every stage, nurturing their trust and ultimately leading them to that coveted conversion.

So there you have it, SEO friends! By mastering the keyword funnel, you can craft a content strategy that attracts, engages, and converts like a boss. Remember, it’s all about understanding your audience’s journey and providing the right information at the right time. Now, go forth and conquer that keyword jungle!