Many people, especially those new to SEO or digital marketing, aren’t familiar with the concept of a search funnel. They may not understand that search behavior changes at different stages of the buyer’s journey. Without this knowledge, it’s easy to create content that doesn’t appropriately target each stage.
People search for different things at different stages of their journey, from casually exploring a topic to actively looking for a solution. If your content doesn’t meet them where they are (and match their search intent), you risk losing their interest — or worse, losing them to your competition.
That’s where the search funnel comes in. By targeting keywords at each stage, you can guide users from curiosity to conversion. In this blog post, we’ll explain how the search funnel works, each stage’s role, and how you can build a keyword strategy that captures attention, builds trust, and drives action.
What is a Search Funnel?
A search funnel is a way to think about how people search for information online. It’s called a funnel because, like a funnel, it starts wide and narrows down as people get closer to making a decision. The idea is to create content that matches the stage someone is in when they search to attract organic leads.
How it Works
At the top of the funnel, people are just learning about a topic or problem. They are searching for general information. As they move down, they start looking for specific solutions. By the time they reach the bottom, they are ready to take action, like making a purchase or signing up for a service.
So, instead of using one general keyword, you can use keywords for each stage to meet people where they are. This increases the chance of turning visitors into customers.
Levels of the SEO Funnel
The search funnel works because it helps you target people at different stages. Those stages are:
- Top Funnel: People are looking for basic information, like “How to manage stress.” Your goal is to educate and inform.
- Middle Funnel: Now, people want solutions, like “Best therapy for anxiety.” Your content should offer advice or solutions.
- Low Funnel: These people are ready to act, searching for “Affordable therapy in [city].” Here, you want to make it easy for them to book or contact you.
Top-of-Funnel Keywords
These keywords attract many visitors who are in the research phase, meaning they haven’t decided on a solution yet. They’re broad, general terms used by people who are just starting to learn about a topic. At this stage, the user is looking for information but doesn’t know exactly what they want yet.
Examples:
- “How to manage stress”
- “What is depression?”
- “Mental health tips”.
Mid-Funnel Keywords
At this stage, people are narrowing down their options. They’re looking for specific solutions but aren’t ready to choose one yet. These keywords show the searcher is considering different options but need more details.
Examples:
- “Best treatments for anxiety”
- “How therapy helps with stress”
- “What to expect from counseling”
Low-Funnel Keywords
Low-funnel keywords show strong intent. These users are ready to act, whether it’s booking a service or making a purchase. They know what they want and are close to taking action.
Examples:
- “Best mental health clinic near me”
- “Book therapy session for anxiety”
- “Affordable therapy services in [city]”
Building a Full-Funnel Keyword Strategy
Businesses often focus on immediate results, like making a sale or getting a lead, and prioritize low-funnel keywords that are directly related to conversions. This leads to focusing too much on people ready to buy, rather than attracting and nurturing potential customers throughout their journey. It overlooks the bigger picture of building long-term relationships.
A full-funnel keyword strategy, on the other hand, ensures your content aligns with where potential customers are in their decision-making process. By targeting keywords at each stage of the funnel, you can create a cohesive experience that guides users from awareness to conversion.
Here’s how top-of-funnel, mid-funnel, and lower-funnel keywords play distinct roles in this strategy:
Top-of-Funnel Strategy
Top-funnel keywords bring in broad traffic by answering common questions or providing general information. This content should live primarily on blogs, guides, or resource pages and act as the first touchpoint for potential customers. To debunk a common misconception: The goal isn’t to sell — it’s to build trust and establish expertise.
For Example:
A blog post targeting “How to manage stress” might include actionable tips or explain different coping strategies. While the post doesn’t directly pitch your services, it can end with a subtle call-to-action, like a link to a mid-funnel post or a mention of how therapy can help.
This creates an opportunity to capture interest without overwhelming the reader. Top-funnel keywords keep your brand on users’ radar early, making it easier to move them further down the funnel when they’re ready.
Mid-Funnel Keywords
Mid-funnel keywords are where education meets persuasion. These terms should appear in both blogs and service pages, helping bridge the gap between general interest and action.
For Example:
A blog post targeting “Best treatments for anxiety” could list different therapy options, highlighting the benefits of each. A section might discuss how talk therapy helps reduce stress, linking to your service page about therapy for anxiety.
The blog answers the user’s question, but the service page offers more specific details, like what sessions include or how to book an appointment. This ensures you’re meeting mid-funnel users with the information they need while gently nudging them closer to a decision.
Lower-Funnel Keywords
Low-funnel keywords drive action, making them the cornerstone of your service pages and landing pages. These keywords should make it as easy as possible for users to convert, whether that’s booking an appointment or contacting you for more information.
For Example:
A service page targeting “Affordable therapy services in [city]” should clearly outline your offerings, include pricing or contact details, and feature a prominent call-to-action like “Book Your First Session.”
Low-funnel content removes barriers to decision-making by focusing on clarity, trust, and convenience. When paired with top- and mid-funnel content, these pages feel like the natural next step in the user’s journey.
Bringing It All Together
In a full-funnel strategy, you start by attracting people with top-funnel keywords and providing helpful information. As they move to the middle funnel, you focus on offering solutions and more detailed content that helps them compare options. Finally, in the low funnel, you make it easy for them to take action with clear CTAs and compelling offers.
By aligning your content with the right keywords for each stage, you can effectively move users through the funnel and increase conversions. Each stage builds on the last, guiding people from learning about their problem to finding a solution and finally taking action.
Drive Results with a Full-Funnel SEO Strategy
At Astute Communications, our targeted SEO services focus on creating content that connects with your target audience at every stage of their search journey. We help bridge the gap between initial awareness and final decision-making, ensuring your content resonates with them each step of the way.
Whether you need help building a comprehensive keyword strategy or optimizing your site for better conversions, our team is here to support you. Contact us today to create an SEO plan that turns traffic into meaningful engagement and measurable growth.