Optimizing your SEO funnel is essential for growing your global reach and boosting conversions. This guide offers expert tips on using four key keyword types—Informational, Navigational, Commercial, and Transactional—to enhance your SEO strategy. These concepts align with the customer journey and full funnel marketing approach.
The SEO Funnel in Action
Understanding the SEO Funnel
What is a Search Funnel?
A search funnel, or SEO funnel, represents the stages a user goes through from awareness to conversion. Understanding the stages of the search funnel helps tailor your SEO strategy to guide users through their journey. While “search funnel” is a broader term that can apply to various types of search (including paid search), the “SEO funnel” specifically emphasizes the organic search journey and how SEO tactics are applied to move users through the funnel.
Stages of the SEO Funnel
- Awareness Stage: Users are seeking general information with informational keywords.
- Consideration Stage: Users are comparing options with navigational and commercial keywords.
- Decision Stage: Users are ready to convert with transactional keywords.
Essential Keyword Types
Informational Keywords: Attracting and Educating
Informational keywords target users seeking general knowledge or guidance on a topic. At this stage, users look for answers, tips, or educational content without immediate intent to purchase. The focus is on providing valuable information that addresses common questions or problems, helping users understand the subject better and guiding them toward further exploration.
Navigational Keywords: Guiding Users to Their Destination
Navigational keywords help users locate specific websites, brands, or web pages. Users at this stage know what they are searching for and seek direct access to particular content or sites, such as a company’s homepage or a product page. The goal is to ensure users can easily reach their intended destination.
Commercial Keywords: Assisting in the Research Phase
Commercial keywords target users who are evaluating options before making a purchase decision. Users compare products, services, or brands and are interested in detailed information about features, benefits, and pricing. The focus is on providing content that highlights unique selling propositions, helping users assess their choices and move closer to making a decision.
Transactional Keywords: Facilitating Final Purchase Actions
Transactional keywords are aimed at users ready to make a purchase or complete a specific action. Users at this stage have strong purchase intent and seek opportunities to buy, sign up, or engage with a service. Keywords often include terms related to offers, promotions, or direct calls to action, facilitating transaction finalization.
Leveraging Contextual Use of Keywords
While keywords are categorized by intent, their effectiveness can vary depending on context. For example, the keyword “patio furniture clearance” can serve both commercial and transactional purposes based on user intent. Understanding the context of user searches and tailoring your content and keyword strategy accordingly is crucial. This approach ensures that you effectively address user needs and optimize your SEO efforts across different stages of the funnel.Real-World Example of an SEO Funnel
Step 1: Discovering Alternative Keywords for Enhanced SEO Performance
When optimizing the SEO funnel for this new e-commerce site, prioritize keywords with lower SEO difficulty. While high-volume terms like “patio furniture” and “outdoor furniture” have substantial search volumes, they also face intense competition, particularly in the US market. Instead, focus on keywords such as “front porch furniture,” “courtyard furniture,” “patio furniture clearance,” and “how to arrange patio furniture.” These alternatives generally have lower SEO difficulty while still attracting relevant traffic.By concentrating on these lower-difficulty keywords, you can more effectively penetrate the market and attract traffic without the intense competition associated with more saturated terms. Reserve high-difficulty keywords for Search Engine Advertising (SEA) campaigns, where you can bid for visibility and drive targeted traffic. This approach balances your organic and paid strategies to maximize overall impact.Step 2: Merging International SEO Keyword Research with the SEO Funnel
Maximize global reach and conversions by incorporating international SEO keyword research into each stage of the funnel. Here’s how to effectively use specific keywords for different stages:
1. Awareness Stage (Informational Keywords)
- Example Query: “How to arrange patio furniture”
- Example Page: Create a blog post titled “How to Arrange Patio Furniture: Tips for Creating a Beautiful Outdoor Space.” This page could feature step-by-step guides, images, and videos on various arrangement techniques.
2. Consideration Stage (Navigational Keywords)
- Example Query: “Front porch furniture”
- Example Page: Develop an article titled “Choosing the Best Front Porch Furniture: A Comprehensive Guide.” This content should provide insights into selecting the right furniture for front porches, including style recommendations and practical advice.
3. Decision Stage (Commercial Keywords)
- Example Query: “Patio furniture clearance”
- Example Page: Publish a page titled “Patio Furniture Clearance: Incredible Discounts on Popular Items.” Highlight current promotions, clearance sales, and discounted patio furniture options to attract users looking for deals.
4. Conversion Stage (Transactional Keywords)
- Example Query: “Courtyard furniture”
- Example Page: Set up a product page titled “Buy Courtyard Furniture: Customize and Order Online Today!” Ensure this page features an easy-to-navigate interface for selecting and customizing courtyard furniture, with clear calls to action to encourage immediate purchases.
Elevating Your SEO Funnel Strategy
By understanding and leveraging the stages of the search funnel, you can effectively optimize your SEO conversion funnel to address users at every phase of their journey. From targeting top of the funnel keywords to leveraging transactional keywords, a well-structured SEO funnel significantly enhances your international SEO efforts. This SEO strategy funnel ensures that you effectively guide users from initial awareness through to final conversion, maximizing online visibility and achieving your targeted results. To further amplify your global reach and boost conversion rates, consider requesting a quotation for comprehensive global SEO services.
FAQ: SEO Funnel, Search Funnel, and Marketing Funnel
What is a search funnel in SEO?
How does the SEO strategy funnel guide users through their journey?
What is the SEO funnel and how does it differ from a marketing funnel?
The SEO funnel outlines the stages a user goes through from initial awareness to conversion specifically through organic search. It focuses on using targeted keywords—Informational, Navigational, Commercial, and Transactional—to guide users through their journey from discovering content to making a purchase. In contrast, a marketing funnel encompasses a broader scope, including various channels and tactics like email marketing, social media, and paid ads. While the full marketing funnel addresses the entire customer journey across multiple touchpoints, the SEO funnel zeroes in on optimizing content and keywords for better organic search performance and conversion.
How can I effectively use top of the funnel keywords in my SEO strategy?
Meet the Author: Catherine Gason, International SEO Consultant
