Why Your SEO Strategy Should Focus on the Middle and Bottom of the Funnel

Many businesses focus heavily on top-of-funnel content when creating SEO and content strategies. While this can help attract visitors, it often misses the mark when converting leads into customers. Shifting your focus to the middle and bottom of the funnel can make a bigger impact on your business goals.

Want to learn how to create SEO strategies that drive real results? Schedule a Discovery Call to start building a plan tailored to your business.


Content for Converting Leads into Customers

Creating content to convert leads into customers is key to building an effective SEO strategy.

  • Top-of-funnel content: Attracts new visitors by addressing general questions or problems. This is where your audience becomes aware of your brand.
  • Middle-of-funnel content: When focusing on ​​how to optimize middle-of-funnel content, think of content that educates and nurtures leads who are evaluating solutions to their challenges.
  • Bottom-of-funnel content: Bottom-of-funnel content creation targets prospects who are ready to make a decision. It should offer clear solutions suited to their specific needs.

Top-of-funnel content is useful, especially for new websites looking to establish credibility with search engines. However, focusing too much on awareness-level content can leave gaps in your ability to convert visitors into customers.


Middle and Bottom of Funnel SEO Strategies

Once your website gains credibility and strength from an SEO perspective, you must focus on middle and bottom-of-funnel SEO strategies. This is where you can drive more conversions by addressing your target audience’s specific needs and questions.

Benefits of Middle and Bottom of Funnel Content

  1. Higher Intent
    Leads at this stage are actively seeking solutions. They are more likely to convert into customers if your content provides clear answers.
  2. Stronger Connections
    You demonstrate a deeper understanding of your audience’s needs by addressing specific challenges and building trust and credibility.
  3. Better ROI
    Focusing on high-intent users helps you attract visitors who are closer to making a purchase, delivering more value from your SEO efforts.

Read More: Simplify Your Marketing with the One-Page Marketing Plan


Examples of Middle and Bottom of Funnel Content

To succeed at these stages, create content that speaks directly to your audience’s needs and decision-making process:

  • Case studies – Showcase real-world results and success stories.
  • Product comparisons – Help buyers evaluate options and make informed choices.
  • FAQs and solution guides – Address common objections and questions.

Providing targeted, actionable content makes it easier for potential customers to move forward with your business.


Build Content That Converts

Focusing on middle and bottom-of-funnel content ensures that your SEO efforts attract visitors and convert them into leads and customers. Instead of just creating awareness, you guide your audience through the decision-making process, building trust and driving results.

Additional Resources

→ My Lead Generation Reading List

$100M Offers by Alex Hormozi

$100M Leads by Alex Hormozi

Expert Secrets by Russell Brunson

The Art and Business of Writing by Nicolas Cole

Founder Brand by Dave Gerhardt

Predictable Revenue by Aaron Ross & Marylou Tyler

The Challenger Sale by Matthew Dixon & Brent Adamson

→ My Sales & Marketing Stack

Notion (Productivity)

Close (My CRM) 

Kit (Email Marketing) 

Apollo (Listbuilding) 

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