Embarking on the journey of online marketing, you’ve likely encountered the term Search Engine Optimization (SEO). Should you be unfamiliar with it, a straightforward method to assess your site’s SEO health is to input your URL here. As you delve into articles exploring the essence of SEO and its mechanisms, you’ve undoubtedly noticed a consistent emphasis on the significance of keywords and effective web design in SEO efforts.However, amidst this wealth of information, have you pondered the ultimate objective of SEO? If you have, you’ve arrived at the perfect destination. This article aims to dissect the overarching purpose of SEO and its role at each stage of the marketing funnel.Continue reading for insights, and subscribe to our newsletter to receive cutting-edge SEO and digital marketing insights from a company with over 28 years of industry experience!The fundamental objective of SEO is to enhance your visibility in pertinent online search results, thereby generating more leads, sales, and revenue. Essentially, the aim of SEO is to expand your online business presence. It achieves this by assisting you in connecting with more qualified leads—individuals who are interested in your products and services.SEO operates by optimizing your website’s pages to secure top rankings in search engine results for keywords aligned with your business.Thus, the term “search engine optimization” comes into play.For instance, if you’re in the hard drive sales industry, you’d want your business to occupy the top slots in search engine results pages (SERPs) when individuals search for keywords pertinent to your products. Should someone search for “how to mount a hard drive on mac” and encounter an article from your site titled “How to Mount a Hard Drive Using Disk Utility on Mac,” they are highly likely to click through. 
By employing SEO tactics such as crafting tailored content and targeting relevant keywords on your site, you can guarantee that your website’s content ranks prominently in search results.Securing a top position in search results aids in increasing the discoverability of your business, fostering interest in your offerings, and encouraging user interaction or transactions. This is the core aim of SEO—boosting your online leads, sales, and revenue.After addressing the broad purpose of SEO, let’s delve into more specifics.SEO empowers you to engage qualified leads with relevant content. While this is a broad assertion, it doesn’t provide actionable guidance. Why?Because both your leads and your SEO content will vary depending on their position within the marketing funnel. If you’ve previously engaged with SEO content, you might have come across references to the marketing funnel. The funnel illustrates the journey of users who consume your content and visit your website.Envision a funnel filled with liquid—there’s a large volume at the top, dwindling to a small stream at the bottom. This represents your user base. Many will consume surface-level information, but only a few will continue through to the point of making a purchase.Consequently, your SEO objectives will differ based on a user’s position within the funnel. These objectives may also be referred to as Objectives and Key Results (OKRs). Here are three objectives for each stage of the funnel.Top-of-Funnel SEOTop-of-Funnel (TOFU) searchers are typically unaware of your business and may lack knowledge of your industry.A TOFU searcher is unlikely to search for “how to run a malware check on a portable hard drive”—they are merely seeking to understand what a portable hard drive is. Here are three goals to consider when crafting TOFU SEO content:
Enhance rankings to increase brand awareness: The primary goal of SEO at the top of the funnel is to make potential customers aware of your business by improving rankings for keywords related to your industry. After all, brand recognition is essential before any transaction can occur.
Target informational keywords: In this phase of the funnel, aim for informational keywords that address searchers’ queries and provide insights into your products and services. For example, you could pen an article explaining “What Are Portable Hard Drives?” to educate potential customers and introduce your brand.
Provide value to searchers: Avoid overly promotional TOFU content—your focus is on introducing your offerings. Instead, offer valuable, informative content, explain concepts in simple language, and steer clear of complex jargon.
Middle-of-Funnel SEOMiddle-of-Funnel (MOFU) searchers have some familiarity with your brand and a good understanding of your offerings, though they are not yet committed to purchasing. MOFU visitors are in the research phase, determining whether they need your services.Your goal is to provide honest and informative content while subtly suggesting that your offerings align with their needs. The three key objectives for MOFU SEO content are:Bottom-of-Funnel SEOBottom-of-Funnel (BOFU) searchers are typically the most valuable, as they have engaged with your brand, conducted research, and decided they wish to purchase your products or services. The objectives of BOFU SEO content include:For further insights into establishing SEO goals for your business, explore our SEO services and subscribe to our newsletter for additional SEO tips! With a team of over 500 experts, we are dedicated to keeping you informed about the latest industry trends.Should you have any inquiries or are interested in forming a partnership, please call us at 888-601-5359 or reach out to us online today!
