Understanding Top, Middle, and Bottom of Funnel Marketing, and Why SEO Matters at Every Stage

If you’ve ever dipped your toes into marketing strategy, you’ve probably heard the phrase “marketing funnel.” It’s a simple way to describe how people go from discovering your business to becoming a paying customer. SEO plays a critical role at every stage of that journey. Let’s break it down.

Top of the Funnel (TOFU) — Awareness

This is where people are just starting their search. They’re not looking for your business (yet), they’re looking for answers. Think of searches like:

• “Why is New York pizza so popular?”

• “Best places to travel in Florida with kids”

• “Best small business tax tips”

Your goal here is to show up in those searches with helpful, educational content. Blogs, resource guides, videos, and social media posts are all great tools. From an SEO perspective, this is where keyword research and high-quality content creation come into play.

Middle of the Funnel (MOFU) — Consideration

Now that someone knows they have a problem, they’re looking for solutions. This is your chance to show that you might be the right one to help.

Searches might look like:

• “Hotels near Disney with free shuttle”

• “Best SEO consultants for small business”

• “Best family pizza restaurant in Orlando”

This is where things like service pages, client case studies, and testimonials really shine. You want to build trust, show authority, and make it clear that you understand your audience’s pain points.

Bottom of the Funnel (BOFU) — Decision

They’re ready to act, and they just need a little push. These users already know about you; they just need a nudge toward booking that call or sending that contact form.

Searches here look like:

• “Call [Pizza Shop Name]”

• “Schedule SEO audit”

• “Call [Hotel Name] front desk”

Your SEO work here supports conversion-focused content like your contact page, FAQs, pricing sheets, and clear calls-to-action. Page speed, mobile optimization, and clear navigation are also big players here.

Wrapping It Up

The funnel isn’t just a marketing buzzword; it’s a blueprint for how people move from “just looking” to “let’s work together.” And if you want to meet your audience at each step of that journey, SEO is how you get there.

At DeLettre Digital Solutions, I help small businesses create strategies that don’t just boost rankings, they connect with real people. Let’s talk about how we can build your funnel, one optimized step at a time.

Want to discuss further? Schedule your 15-minute call here.