Are you an SEO professional or a digital marketer? If yes, then you should have a deep understanding of SEO funnels. An SEO conversion funnel, also known as SEO marketing funnel, is basically a strategic model used to guide potential customers through the stages of awareness, consideration, and conversion, ultimately leading to a desired action, such as a purchase or sign-up. This funnel starts with attracting visitors through search engine optimisation (SEO) techniques, such as keyword optimisation and high-quality content creation, to increase visibility and drive traffic to a website. As visitors move down the funnel, they are engaged with targeted content and calls-to-action designed to nurture their interest and build trust. The final stage focuses on converting these leads into customers through optimised landing pages, persuasive content, and seamless user experiences.
The use of SEO conversion funnels is quite prevalent among businesses aiming to enhance their digital marketing efforts. With a highly competitive market and a tech-savvy population, companies leverage SEO strategies to stand out and attract potential customers. Digital marketing agencies specialise in creating and managing SEO conversion funnels to help businesses achieve their marketing goals. The widespread adoption of these funnels reflects the importance of a structured approach to online marketing. For a better understanding of this matter, read on as this article delves deeper into what SEO conversion funnels are and their relevance in digital marketing.
Explaining What an SEO Conversion Funnel Is
SEO-wise, an SEO conversion funnel basically illustrates the sequence of web pages an organic search visitor navigates through on your site. Also known as a click path, it helps assess how effectively your website converts traffic into customers. By analysing the journey of your organic search visitors, you can identify patterns — such as a high exit rate on the “About” page — and make improvements to enhance conversion rates, leading to more leads and sales, which boost your company’s revenue. However, at its core, the conversion funnel outlines a customer’s journey with a brand, which divided into three key stages:
1. Top of the Funnel (TOFU): This is the awareness stage where potential customers discover your brand or product through various channels like websites, videos, online ads, TV, or radio. The aim is to attract them by providing information about your brand or product.
2. Middle of the Funnel (MOFU): At this consideration stage, potential customers start engaging with your brand or product. They are exploring their interest, and the goal is to maintain their interest and guide them towards the final stage.
3. Bottom of the Funnel (BOFU): This is the conversion stage where a customer takes an action that contributes to the company’s revenue, such as making a purchase. The objective here is to ensure a seamless purchasing experience and address any doubts or questions about the product or service.
Each stage of the conversion funnel demands a tailored strategy to lead potential customers towards making a purchase. Hence, understanding the specific needs, motivations, and behaviours of customers at each stage is essential for effectively catering to them.
5 Common SEO Conversion Funnels
Although there are numerous conversion funnels for content-rich websites (which SEO-focused sites should be), it often follows the 80/20 rule: 80% of visitors typically fall into a few common funnel types. Below is an outline of the five most common funnel types in successful SEO campaigns. The outline starts by detailing the typical click path for each funnel and then explains the behaviour of site visitors along that path.
1. Buyers
The most valuable conversion funnel in an SEO campaign starts with a highly interested prospective customer who is ready to make a purchase. They have entered a transactional keyword and, depending on the sales cycle length, are either prepared to contact a company in your industry or are compiling names to present to other stakeholders before arranging a meeting. In this SEO marketing funnel, the average conversion rate from the Service landing page to the Features page is 19%, and from the Features page to the lead form is 8%.
2. Troubleshooters
In SEO campaigns, the most common SEO funnel is the Troubleshooter. A visitor with a specific problem finds your blog article on Google and realises your company might have the solution. They then navigate to your Services page, followed by the About page to learn more about your company. Finally, they fill out the contact form to get in touch with you directly. In this funnel, the average conversion rate from the blog article to the Service page is 9%, from the Service page to the About page is 21%, and from the About page to the lead form is 1.4%.
3. Researchers
This conversion path begins with blog articles targeting niche keywords in technical fields (e.g., “pcb soldering temperature”). Here, the visitor is not ready to make a purchase yet, but if your blog article is insightful, it encourages them to seek more detailed content, thereby enhancing their perception of your brand. In this SEO funnel, the average conversion rate from the blog article to the white paper is 13%, and from the white paper to the email form fill is 23%.
4.Veterans
In SEO campaigns, industry landing pages are designed to attract visitors looking for a firm that understands their specific industry. These visitors are usually experienced professionals seeking a company with expertise and a proven track record in their field. Effective website copy on these landing pages addresses the typical pain points of these visitors and links to relevant case studies – the “About Page” step can be substituted with a case study. In this SEO marketing funnel, the average conversion rate from the industry page to the About page is 14%, from the About page to the Service page is 19%, and from the Service page to the lead form is 5.5%.
5. Learners
The learner is usually someone in a junior role at their company who can influence the decision maker. Instead of trying to convert someone who prefers reading multiple blog articles immediately, it is more effective to direct them towards case studies and a newsletter signup call-to-action. In this funnel, the average conversion rate from a blog article to a second blog article is 12%, from a blog article to a case study is 28%, and from a case study to a newsletter signup form is 33%.
Conclusion
Overall, SEO marketing funnels are crucial in digital marketing, as they systematically guide potential customers from initial awareness to final conversion. By optimising each stage of the funnel — awareness, consideration, and decision — businesses can effectively attract, engage, and convert visitors into loyal customers. This structured approach ensures that marketing efforts are targeted and measurable, leading to higher conversion rates and better return on investment. Essentially, in a competitive digital landscape, leveraging SEO conversion funnels helps businesses stand out, build trust with their audience, and achieve sustainable growth. The importance of these funnels lies in their ability to create a seamless and efficient customer journey, ultimately driving business success.
Ref:
https://firstpagesage.com/seo-blog/the-seo-conversion-funnel-explained-fc/
https://zerogravitymarketing.com/blog/seo-for-the-conversion-funnel-marketing-stage
https://entail.ai/resources/perspectives/redefining-customer-journeys-a-guide-to-perfecting-the-conversion-funnel
