When most businesses think about SEO, they think of keywords, blogs, and rankings. While those elements are essential, SEO in 2025 is no longer just about driving traffic—it’s about guiding the right visitors through your sales funnel and converting them into paying customers.
A well-optimised blog can attract attention, but without the right strategy behind your content, that attention might never translate into leads or sales. That’s why aligning your SEO with your sales funnel is key. By mapping content to the buyer’s journey—from awareness to decision—you can create a seamless path that turns visitors into customers.
Let’s break down how to do just that—and why it matters more than ever.
Why Your SEO Content Needs to Align with the Funnel
In 2025, consumers expect more relevant, personalised experiences at every stage of their online journey. According to HubSpot’s 2024 Content Marketing Report, businesses that align their content with the sales funnel see up to 73% higher conversion rates compared to those with a generic content strategy.
Google’s algorithm has also evolved to reward content that matches search intent. That means it’s no longer enough to rank for keywords—you need to match your content to where the user is in the decision-making process.
When your content is tailored to each stage of the funnel, it does more than attract clicks—it builds trust, nurtures interest, and encourages action.
Understanding the SEO Sales Funnel: TOFU, MOFU, BOFU
The sales funnel is typically broken into three main stages:
1. Top of Funnel (TOFU): Awareness
At this stage, users are seeking information and solutions. They’re asking broad questions and looking to understand their problems better.
SEO Content for TOFU:
- Blog posts
- Educational guides
- “What is…” and “How to…” content
- Infographics and explainer videos
Example keywords:
- “How solar panels work”
- “What is SEO?”
- “Why invest in kitchen renovation?”
This content should be optimised to attract first-time visitors and introduce them to your brand in a helpful, non-promotional way.
2. Middle of Funnel (MOFU): Consideration
Now users are comparing options and considering solutions. They’re narrowing down their choices and evaluating vendors or products.
SEO Content for MOFU:
- Case studies
- Comparison guides
- FAQs
- Email-locked resources (eBooks, calculators, tools)
Example keywords:
- “Best solar panels in Australia”
- “Kitchen renovation cost comparison”
- “SEO vs Google Ads”
Here, your content should highlight your expertise and show why you’re the right solution for their needs.
3. Bottom of Funnel (BOFU): Decision
At this point, the user is ready to take action—they’re looking for reassurance and a final push to convert.
SEO Content for BOFU:
- Product/service landing pages
- Testimonials and reviews
- Booking pages or contact forms
- Localised service pages
Example keywords:
- “Buy solar panels near me”
- “Book kitchen consultation Sydney”
- “Best local SEO agency”
Optimising BOFU content helps you convert qualified leads by removing doubt and providing a clear path to contact or purchase.
How to Build a Funnel-Aligned Content Strategy
Start by auditing your existing content and mapping each piece to a funnel stage. Ask yourself:
- Does this content attract the right audience?
- Does it answer the right questions at the right time?
- Does it guide users toward the next step?
Then, identify any gaps. Are you producing too much top-of-funnel content and not enough to close leads? Or are your service pages too transactional with no value-building content above them?
Pro tips to optimise your funnel strategy:
- Use internal linking to guide users from TOFU to BOFU content
- Add CTAs that match the stage (e.g., “Learn More” vs. “Get a Quote”)
- Monitor content performance in Google Analytics and Search Console to track engagement by funnel stage
- Repurpose high-performing content into other formats (videos, checklists, case studies)
Why This Matters in 2025
With AI-influenced search, zero-click results, and users consuming more content before making decisions, SEO content that simply “ranks” is no longer enough. You need a system that builds trust over time and moves users toward conversion.
According to Demand Gen Report, 47% of buyers view 3 to 5 pieces of content before engaging with a salesperson. If your site doesn’t offer that content—or doesn’t guide users effectively—you’ll lose them to competitors who do.
Real Results
How a Funnel-Focused Strategy Boosted Inquiries for Art of Kitchens
Our client Art of Kitchens, a high-end kitchen renovation company based in Sydney, had strong traffic but struggled to convert website visitors into inquiries.
Digital Presence restructured their content strategy by aligning it with the sales funnel:
- Added TOFU blog content like “Top Kitchen Design Trends” to attract awareness-stage visitors
- Created comparison guides and FAQs for MOFU users
- Optimised service landing pages with trust-building testimonials and clearer CTAs for BOFU
After implementation, Art of Kitchens saw a 22.82% increase in inquiries, longer session durations, and higher engagement across the site.
Final Thoughts: Rank Strategically, Not Randomly
SEO success in 2025 isn’t about how many blogs you publish—it’s about how strategically you guide users through the buying journey. Aligning your SEO with your sales funnel helps you attract the right people, keep them engaged, and convert them with confidence.
Want help aligning your content strategy with your funnel? Contact Digital Presence at 1300 867 726 or visit our website and let’s build an SEO plan that delivers leads—not just traffic.
Additionally, check out this guide from SEMRUSH on How to Write an SEO Blog Post: 11 Key Tips or check out this YouTube video by HubSpot:
