“Understanding the path users take in their online shopping journey is essential to knowing how to help them follow the entire process, and thus get them to perform the action you are looking for.”
Designing an effective SEO conversion funnel helps marketing experts understand the steps users take before deciding to purchase a product or service. The number of stages in each funnel varies depending on the desired outcome.
Discover how to create an SEO conversion funnel to guide your potential customers toward the desired action in your business.
What is an SEO conversion funnel?
The SEO conversion funnel is a content action plan based on search intent and thorough keyword research. Its main objective is to attract users to the different stages of the process so they take the desired action within the funnel, using SEO to guide them toward conversion.
The SEO approach to conversion funnels focuses on optimizing content at each stage so users can easily find it. This can help attract both those who want to buy your product or service and those looking for information related to what you sell. For the latter group, the funnel stages progressively guide them toward conversion in the final stage.
For example, if someone is searching for “winter sneaker trends 2020,” they aren’t yet interested in your page or buying your sneakers. However, if you attract them to your page by discussing these trends and different looks, you can guide them through the subsequent stages to reach the sneaker sales page. An SEO strategy at all stages of the conversion funnel will help you attract a greater number of users, increasing your sales chances.
What are the stages of an SEO funnel?
Each stage corresponds to a specific moment in the buying process, based on search intent. These are the main stages:
TOFU: Top of the Funnel
In this stage, it’s necessary to attract users with informational keywords. These keywords are easier to rank for, and the search volume is high.
MOFU: Middle of the Funnel
The middle stage. The main objective is to guide the user to the next stage. This stage is less dependent on SEO; it’s a stage for capturing email addresses to practice email marketing techniques.
BOFU: Bottom of the Funnel
This is the lowest stage of the funnel. It coincides with content that has a transactional objective. The user at this stage is close to making a purchase. Attract users with transactional keywords; the conversion rate to sales is high.
Tips for Creating a Conversion Funnel with SEO
In addition to understanding the main stages of an SEO conversion funnel, it’s important to know some tricks that can also improve your ranking.
Use long-tail keywords
SEO requires patience, but you can use long-tail keywords to get started in the early stages of your funnel. These keywords are easier to rank for than short keywords because they are less competitive.
Also, include comprehensive content to increase the chances of attracting a large number of users who may be interested in your product or service.
Long-form content generally means more research and more information, therefore, more value for the person searching for information on a specific topic.
Optimize stages across all devices
According to Google, more than 60% of searches are performed on mobile devices. Therefore, having a website compatible with all devices offers a greater chance of achieving a better ranking in search engines, with lower bounce rates.
Furthermore, the user experience will be much better on all devices. Many companies design their conversion funnels for computers, neglecting the rest.
Getting Users to Click on Your Content
When you’ve successfully ranked your conversion funnel content, it’s crucial that users click on it. This includes actions like filling out a form or downloading content or an ebook. Create compelling titles that won’t go unnoticed.
Now you know what a conversion funnel is and how to create one with SEO. The process is somewhat complex, but it’s highly effective.
