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SEO Conversion Funnel Strategy – Explained in 8 Steps

Published by the TrioSEO Team:

TrioSEO - Connor Gillivan

Connor Gillivan

7x Founder (Exit in 2019) | Co-founder, CMO of TrioSEO

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Meet The Author

Steven Schneider
Steven Schneider
Steven is the Co-founder & CEO of TrioSEO. His background is in large-scale blogging where he co-owned 40 websites, managed 400 articles monthly, and helped grow the portfolio to 7-figures within 3 years. Follow him on LinkedIn for daily tips, tricks, and SEO strategies.
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Table of Contents

Search engine optimization is integral to any sales or marketing conversion funnel.

Yet surprisingly, only 29% of marketers rate their content strategy highly or extremely effective. The remaining 71% in the report have ineffective strategies because of unclear goals, poor content quality, and lack of audience research.

Instead, you need a clear SEO strategy that helps you guide potential leads through a conversion funnel.

In this article, you’ll learn how to build a personalized SEO conversion funnel to boost your organic traffic and nudge customers to make their purchase decisions while on your website.

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TL;DR – SEO Conversion Funnel Strategy

Integrating SEO into your sales or marketing conversion funnel helps boost your visibility to your target audience.

In this article, we’ll cover everything you need to know about SEO conversion funnels.

But if you can’t read the whole article right away? Here are the main steps for creating an SEO conversion funnel strategy:

  1. Define your SEO conversion funnel goals
  2. Map out the conversion funnel
  3. Conduct keyword research
  4. Create content for each stage
  5. Optimize on-page SEO
  6. Leverage multi-channel marketing
  7. Monitor performance metrics
  8. Optimize and iterate

Not sure how to implement an SEO conversion funnel strategy for your brand? 

Let TrioSEO take the lead and do the heavy lifting so you can focus on your core business functions. We are a leading SaaS SEO agency with 10+ years of experience helping brands develop and execute their SEO conversion funnel strategies.

Book a free SEO audit and let us partner to grow your brand’s visibility and authority in your niche.

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SEO Funnels vs. Traditional Marketing Conversion Funnel

The best way to differentiate SEO funnels from traditional marketing conversion funnels is by first defining the terms.

An SEO funnel focuses on providing optimized content to help your website rank in search engine results pages (SERPs). You must also visualize how visitors interact with your website.

In contrast, the traditional funnel provides a broad framework for guiding customers’ purchase decisions. It leverages various strategies, including social media campaigns and offline promotions like activations and roadshows.

How Do They Compare?

Here’s how SEO funnels differ from traditional ones:

  • Focuses on organic traffic
  • Utilizes long-form blogs and guides
  • Entails a long-term strategy with longer timelines
  • Relies heavily on search engine algorithms
  • Lower upfront costs

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Inspiring Website Funnel Examples 

Here are some examples of leading brands that use SEO conversion funnels to attract organic traffic and encourage potential clients to use their products.

Example #1: Red Hat

Red Hat is a leading SaaS provider with over $3 billion in annual revenue. The company’s conversion funnel focuses on demonstrating its products’ features and establishing trust with potential leads.

For TOFU, Red Hat creates content on industry insights and software trends to enhance its visibility. Next, Red Hat offers more personalized experiences, including tech webinars and case studies (for MOFU). Finally, potential clients can book demos for hands-on experiences with Red Hat’s products.

Examples #2: Spotify

Spotify is the most popular music streaming platform, with over 30% market share. The company uses a three-stage conversion funnel to attract visitors and entice them to subscribe:

  • Stage 1: The platform leverages SEO content to generate organic website traffic to its landing pages.
  • Stage 2: Spotify encourages visitors to “Sign up free.”
  • Stage 3: Easy signup options, including with Google, Facebook, and Apple. 

Example #3: Coursera

Coursera is among the leading online education platforms, with over 120 million registered learners. For TOFU, Coursera leverages SEO, social media marketing, and paid ads to promote its courses. 

Next, the platform invites visitors to “Join for Free” to encourage sign-ups. Upon registering, Coursera introduces users to another conversion funnel, nudging them to join Coursera Plus for unlimited access to its course offerings.

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Major Conversion Funnel Stages

The SEO conversion funnel is tailored to engage visitors and encourage them to make their final buying decision while still on your website.

Below is an overview of the main stages of an SEO conversion funnel.

Top of Funnel

Top of Funnel (TOFU) SEO is the first contact point between your website and potential clients.

Here, your SEO objective should be to make potential leads aware of your business and its offerings.

Middle of Funnel

Now that potential customers know about your brand, it is time to convince them why your products are the best. This takes place in the middle of the funnel (MOFU). 

An effective MOFU SEO strategy prioritizes content that explains product features and provides case studies of customers who benefit from your services.

Bottom of Funnel

At the bottom of the funnel (BOFU), potential leads are ready to make their purchase decision but need a final nudge to choose your product(s).

Your SEO strategy should focus on content that highlights client success stories or emphasizes your product’s superiority to its alternatives.

Reviewing performance metrics and documents.
How to Conduct a Website Conversion Funnel Analysis

The secret to building a winning SEO conversion funnel strategy is first undertaking a comprehensive website audit. 

Here’s a step-by-step guide for carrying out a website conversion funnel analysis:

  1. Map Out the Customer Journey: Identify the main steps visitors take when on your website, including interactions at various levels of the conversion funnel.
  2. Identify Key Metrics and Set Up Tracking: Use analytics tools like Hotjar, Crazy Egg, and Zoho to track page views, session duration, and user flow.
  3. Analyze Funnel Metrics: Evaluate the tracked data for context on how visitors interact with your website.
  4. Segment Your Audience: Leverage the analytics to group website visitors based on shared traits like demographics and user journeys.
  5. Identify Drop-Off Points: Pinpoint the specific stages in which visitors disengage from the conversion funnel.
  6. Optimize the Funnel: Improve your content copies, visuals, and CTAs to reduce drop-offs and enhance user experience.
  7. Monitor and Iterate: Track performance metrics regularly and implement new optimizations for long-term success.

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How to Build an SEO Conversion Funnel Strategy

So, how should you craft a winning SEO conversion funnel strategy? 

Here’s an in-depth guide!

1. Define Your SEO Conversion Funnel Goals

Set specific objectives for each stage of the conversion funnel. For example:

  • TOFU: Enhance organic traffic by 30% within six months.
  • MOFU: Increase email sign-ups by 50% during the same period.
  • BOFU: Boost sales conversion rates by 5% every 6 months.

2. Map Out the Conversion Funnel

Visualize the customer journey from the point they discover your brand (TOFU) to conversion (BOFU).

Mark out the most essential touchpoints at every level and identify the content you need to keep website visitors engaged with the conversion funnel.

3. Conduct Keyword Research

Use our keyword research checklist to help you identify high-intent keywords to include in your content to rank high in SERPS.

At TrioSEO, we leverage tools like Ahrefs and Semrush to filter relevant keywords based on search volume. 

4. Create Content for Each Stage

Use the findings of the keyword research to curate engaging content for website visitors.

Avoid using a one-for-all approach, as each funnel stage has a different user intent.

Not sure how to tailor content to different funnel stages? Let TrioSEO do the heavy lifting with our B2B blogging services

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5. Optimize On-Page SEO

Format the content to help your website rank in organic searches.

Below are proven methods for enhancing your on-page SEO:

  • Create keyword-rich titles and meta descriptions.
  • Organize the content using header tags (H1, H2, H3…).
  • Link the content to other relevant pages on your website (internal linking).
  • Utilize schema markups to enhance crawlability and indexing. 

6. Leverage Multi-Channel Marketing

Broadcast the optimized content on your social media profiles and email lists to boost visibility.

You could also combine SEO and pay-per-click (PPC) to increase your reach and generate website traffic.

7. Track Performance Metrics

Use tools like Google Analytics and Hotjar to monitor your visitors’ heatmap, including changes in website traffic, bounce rates, and assisted conversions.

At TrioSEO, we prepare monthly reports highlighting your website’s traffic, ranking, and overall ROI.

8. Optimize and Iterate

Refine your strategy regularly based on performance metrics. Here are a few tips to optimize your content to enhance conversions:

  • Update the content to match changing audience interests and user intent.
  • Rework the CTA statements to make them more compelling.
  • Create new content to incorporate keywords with a surge in search volumes.

Do you find the process overwhelming? Or are you concerned your in-house team cannot implement an effective SEO conversion funnel strategy? Try TrioSEO.

Learn about our process at TrioSEO and how it helps you attract more clients for your business!

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Must-Have Landing Page Features for Better Conversions

A well-designed landing page sets the stage for a long-term relationship with website visitors. 

Below are the core elements of a landing page:

  • Compelling Headline: Include a keyword-focused title that summarizes the content’s intent.
  • Social Proof: Display positive customer testimonials to establish your brand as authentic and trustworthy. 
  • Call-to-Action Statements: Craft concise CTAs to guide website visitors on their next step, such as signing up or ordering a product.
  • Value Proposition: This outlines how your product addresses specific pain points.
  • Engaging Design Elements: The landing page should include high-quality images and videos to grab visitors’ attention and keep them engaged.
  • Responsive Design: A mobile-first approach encourages visitors to interact with your website on the go.
  • Intuitive Navigation: The landing page should be easy to navigate to make the user journey seamless.

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Mistakes to Avoid in SEO Funnels

Below are common pitfalls to avoid when executing your SEO conversion funnel:

  • Ignoring User Intent: Misaligned content and user journeys cause high bounce rates, reducing conversion rates. Tailor the landing pages to visitors’ needs and interests to enhance engagement.
  • Overlooking Local SEO: Not optimizing for local SEO is a missed opportunity for attracting traffic from nearby users. Claim your Google Business Profile and optimize for local keywords.
  • Content Stuffing: Cramming excess content into your landing pages makes them challenging to skim. Use our B2B SEO best practices to help you curate focused content and organize it into segments and subheadings to make it scannable.
  • Unclear CTAs: Generic or vague CTAs disorient website visitors on what they should do next. Craft concise CTA statements to guide potential leads on their next steps, such as placing orders.
  • Overlooking Backlinks: Poor internal linking weakens your SEO efforts, especially your SERP rank and authority. Add relevant internal links to your landing pages and SEO content to enhance crawlability and indexing.
  • Overlooking Data Analytics: Not tracking your performance metrics means you’ll be refining your SEO conversion funnel strategy ‘blindly.’ Monitor how visitors interact with your website and optimize the funnel and user journeys to reduce drop-offs.

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Frequently Asked Questions (FAQs) 

This section addresses common questions we receive from businesses looking to revamp their SEO master plans.

Can SEO and PPC Work Together in a Funnel?

Yes. You can combine search engine optimization (SEO) and pay-per-click (PPC) to optimize outcomes:

  • SEO helps your pages rank in SERPs, while PPC increases visibility to lookalike audiences.
  • You can use PPC to identify high-converting keywords and incorporate them into your SEO strategy.
  • SEO helps build trust and credibility, while PPC targets ready-to-convert buyers.

How Do I Measure the ROI of an SEO Funnel?

Below are various ways to measure your SEO funnel’s ROI:

  • TOFU: Monitor changes in organic traffic, impressions, clicks, and session duration.
  • MOFU: Track the generated leads, including sign-ups and downloads.
  • BOFU: Calculate the total sales or revenue generated from organic traffic. You could also track the cost per acquisition for SEO leads.

What Are the Best Tools for Building an SEO Funnel?

Here are some handy B2B SEO tools for creating a website conversion funnel:

  • Keyword  Research Tools: Ahrefs, Semrush, and Google Keyword Planner.
  • Content Optimization Tools: Frase, Grammarly, and Hemingway Editor.
  • Performance Tracking Tools: HubSpot, Google Analytics 4, and Hotjar.
  • Local SEO Tools: BrightLocal, Yext, and GeoRanker.

Conclusion

Every potential buyer that visits your website and then bounces off is a lost opportunity for generating revenue. A tailored SEO conversion funnel strategy helps improve engagement and offers the best roadmap for long-term success.

Also, remember you must iterate your conversion funnel strategy to adapt to changing customer preferences.

Ready to attract more website visitors and increase your conversion rate? Let our TrioSEO team help.

Book a free website audit today and learn how you can refine your SEO conversion funnel strategy!

TrioSEO - Steven Schneider

Steven Schneider

Co-founder, CEO of TrioSEO

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