My Winning SEO Funnel Strategy (BOFU, MOFU, TOFU)

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Here’s how to target keywords that generate revenue

Hey hey, savvy peeps!

Are you getting lots of traffic but no increase in revenue?

Here’s the thing: SEO that doesn’t convert is just expensive traffic.

To get results that impact your bottom line, you need to go after the right keywords. 

And that requires an understanding of how the SEO funnel works.

Let me break it down.

The SEO Funnel: TOFU → MOFU → BOFU

The SEO funnel maps the three stages of the buyer journey. 

Understanding your audience’s needs at each of these stages will help you target the right keywords that will nurture and convert visitors.

TOFU: Top of the Funnel

At this stage, the goal is to build awareness.

People are learning about a topic, not looking to purchase.

What to do at this stage:

• Educate with informational content, such as blogs and listicles.

• Build trust by focusing on value (Is the content genuinely helpful?).

• Avoid hard sells.

Sample keyword:

• “What is link building in SEO?”

❗️Many TOFU keywords are now being answered by Google’s AI overview, which means they have a lower conversion potential.

💡 To maximize conversions at this stage, focus on publishing content with greater depth and a strong expert POV, such as through real-world examples and original insights. 

MOFU: Middle of the Funnel

Your audience is now actively researching options. It’s a good thing you’re on their radar.

What to do at this stage:

• Help them consider your product or service through product comparisons, case studies, and “best of” lists.

Sample keyword:

• “Best link-building tools in 2025”

💡Focus on keywords with commercial or comparison intent. These types of content are less likely to be summarized in AI overviews.

BOFU: Bottom of the Funnel

At this stage, people are ready to buy. 

Your goal is to:

• Convert high-intent visitors into leads or customers through product and service pages, sales landing pages, and testimonials.

Sample keyword:

• “Link building agency Detroit”

My SEO Funnel Strategy

Let’s take what we know about the SEO funnel and turn it into an actionable strategy.

This is what I do to target keywords that generate revenue:

1. Go straight for BOFU: Target keywords with the highest conversion potential.

2. Fill the funnel with MOFU: Capture people in the early stages of the buyer journey.

3. Leave TOFU for AI: Very limited direct ROI.

4. Publish 5+ pieces of content per month: Quality over quantity. Make sure content matches intent. 

5. Build links to BOFU pages. Guide users further down the funnel with internal linking.

Boom! You have an SEO strategy that converts.

Bottom Line: Map the SEO Funnel to Get Conversions

It’s possible to drive lots of traffic and get little to no conversions.

You need a clear SEO funnel strategy to:

• Target the right keywords at the right time

• Create content that matches your audience’s search intent

• Convert traffic into revenue

Want to dig deeper into the SEO funnel?

My course, The SEO System, provides focused, streamlined training on everything you need to know about the SEO funnel, keyword research, and more.

What’s Next: 20 ChatGPT Prompts to Amp Up Your SEO & Content Marketing

Running out of content ideas?

Next week, I’m sharing ChatGPT prompts I use to scale content while saving time and money.

Whether you’re a newbie SEO, marketer, or business owner, these prompts will keep your content engine running.

Stay tuned!

Cheers,

Connor

Whenever you’re ready, here are 3 ways I can help you:

1. My SEO Course: “The SEO System” teaches the exact daily, weekly, and monthly SEO processes I’ve used to scale multiple companies to 6, 7, & 8 figures in sales. Available for pre-sale now!

2. TrioSEO: Hire me & my team to create SEO content for your business. We’ll create a comprehensive SEO plan, execute, & keep you updated so your business gains more traffic, leads, & sales. Get a Free SEO Audit.

3. Promote yourself to 100,000+ SEOs, marketers, & entrepreneurs by sponsoring this newsletter and my social channels. (Booked out 1 month). Email me for info.

Connor Gillivan has been building six, seven, and eight-figure businesses for the past 10 years with SEO. It’s my personal mission to create a community and services that help you grow your business by finding more people who would benefit from what you. When I started out, I wanted to make the community an inclusive, welcoming table where everyone can come to get help using high-end SEO strategies to take their businesses to the next level. After several years, and over 3000 combined followers across Facebook and LinkedIn, I will always aim to get better at what I do every single day. In addition, my primary focus is on my relationship with you. This way every time you interact with me, you end up getting ideas that take your project to the next level. I particularly appreciate when my following provides feedback via testimonials, reviews, and comments left on my site or social media accounts. Because with that feedback, I can use it to make your next experience even better than the last. Since I put so much effort into my relationship with you, I hope that any investment in me is exactly the way you hoped it would be. Because by choosing to utilize my services, it’s my promise that I will provide an experience that you will love over and over again. Now, as much as I care about making the world a better and more efficient place for businesses like yours, I also care about your privacy. I’m committed to the right to your privacy and strive to provide a safe and secure user experience. My Privacy Policy, to which you can find a link at the bottom of my website homepage, explains how I collect, store and use personal information, provided by you on my website. It also explains important information that ensures I won’t abuse the information that you provide to me in good faith. By accessing and using my website, you can trust that what you want to be kept private, will be kept private. If at any time you would like to read the Privacy Policy and get a better understanding of your rights and liabilities under the law, feel free to visit my site, find the privacy policy in the footer, and read it. If there is something you are concerned about or wish to get more clarity on, please let me know by replying to this email. The Privacy Policy also informs you of how to notify me to stop using your personal information. If you wish to view my official policies, please visit my official website.

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