Recently, I’ve been revising my knowledge about website content creation and SEO. I’ve been writing content for a long time now, covering a wide variety of subjects and formats, for a range of different businesses including dental practices, MSK clinics, diagnostic and metagenomic sequencing laboratories. It’s been a hugely enjoyable new adventure, and I already feel like I’ve learned so much. I’m now at the point where I’d like to concentrate on some specific areas of SEO, steadily improving and optimising the content I create.
Over time, I’ve learned how important it is to create content that not only engages readers but also helps websites rank well as a search result in a search engine. Lately, I’ve been looking specifically at local SEO – the strategies that help businesses show up in search results when people are looking for services in a specific local area.
Local SEO is all about optimising a business’s online presence so it appears in searches like “back pain treatment near me” or “dental practices in London”. Researching new strategies reminded me of another crucial SEO concept, the SEO marketing funnel.
What Is the SEO Marketing Funnel?
The SEO marketing funnel is a way to structure website content so it meets potential customers at different stages of their journey. Instead of just writing random blog posts, the funnel helps guide people from learning about a topic to making a purchase decision.
Here’s how it breaks down:
Top of the Funnel (TOFU) – Awareness
- Attracts people who are just starting to research a problem.
- Blog posts, how-to guides and general informational content.
- Example: “How to Choose the Best chiropractor in Edinburgh.”
Middle of the Funnel (MOFU) – Consideration
- Targets individuals who know what they need and are exploring their options.
- Content: Comparisons, case studies and expert recommendations.
- Example: “Best clinics for back pain near me”
Bottom of the Funnel (BOFU) – Conversion
- Focuses on people ready to make a decision.
- Content: Testimonials, product pages, and service descriptions.
- Example: An osteopaths treatments and online booking page.
Applying This to My Content Strategy
Understanding how the funnel works, I can incorporate it into how I write website content. Instead of just aiming for traffic, I want to create content that moves people through the funnel, giving them the right information at the right time. This is especially important for local businesses, where people might search broadly at first and then narrow down their choices before taking action.
SEO is always evolving, and I love learning new ways to improve my writing and strategy. Now that I’ve grasped the marketing funnel, I’m excited to put it into practice. I’m continuing to hone my writing skills with courses, taking on different tasks and challenges, and finding more and more ways to utilise the SEO marketing funnel.
