Upper Funnel vs Lower Funnel Marketing

To really connect with your audience and guide them toward making a purchase, you need to understand how they move through the marketing funnel.

Think of the funnel as the path your customers take, from discovering a problem to deciding on a solution (hopefully yours!).

The marketing funnel is typically divided into three core stages:

1. Top-of-the-Funnel (TOFU): Awareness stage, where potential customers are discovering their problem and seeking information.
2. Middle-of-the-Funnel (MOFU): Consideration stage, where they start evaluating solutions.
3. Bottom-of-the-Funnel (BOFU): Conversion stage, where they are ready to make a decision and take action.

Each stage requires a specific set of keywords to address the customer's needs. We’ll spend most of this blog talking about top of the funnel keywords and how to use them to attract potential customers.

But don’t worry—we’ll also cover how these keywords evolve as people move down the funnel toward making a purchase.

Top of the Funnel Keywords - The Power of Driving Awareness

At the very top of the funnel, your goal is simple: get noticed. People are just beginning their journey. They’re not ready to buy, and they might not even know what they’re looking for yet. This is where top of the funnel keywords come in.

Here’s the kicker; top of the funnel keywords are almost always short-tail, meaning they’re short, sweet, and cast a wide net. It’s not “What’s the best SEO software to buy,” it’s more like “What is SEO?” They’re dipping their toes in the water, not diving in headfirst.

Examples of Top of the Funnel Keywords:

●    “What is digital marketing?”

●    “SEO best practices”

●    “How to lose weight”

At this stage, it’s all about planting the seed. You’re not here to push your product—you’re here to be seen and heard. They don’t know they need your product yet—but they’ll remember you when they’re ready.

How to Use Top of the Funnel Keywords Effectively

When you’re optimizing for top of the funnel keywords, remember, you’re not trying to sell anything—yet. Your job is to build brand awareness and establish yourself as an authority in your space.

The best way to do this is by creating high-quality, educational content that answers questions, solves problems, and builds trust. Here’s how to do it:

Focus on Educational Content

At this stage, your audience wants information, not a sales pitch. You’re not selling here—you’re teaching. Write blog posts, create how-to guides, or publish explainer videos that answer common questions and provide value. Be the cool professor everyone loves.

Target Short-Tail Keywords

Because these keywords are broad and have high search volumes, they’re highly competitive. But they’re also necessary to cast a wide net and pull in traffic.

Focus on keywords that are broad enough to attract interest, but specific enough to your niche. Use tools like Ahrefs or Google’s Keyword Planner to find those broad terms and start ranking for them.

Learn more about SEO Keyword Strategy

Capture Interest with Creative Content

If your content’s a snooze fest, no one’s coming back. Use eye-catching titles, engaging images, and compelling introductions to make sure your content stands out.



Once you’ve attracted visitors with top of the funnel keywords, you’ll have the chance to guide them further down the funnel. No one wants to read another fluffy listicle that doesn’t get to the point.

Middle of the Funnel Keywords - Building Consideration

Ok, so you’ve gotten someone’s attention with top of the funnel keywords, it’s time to start building a relationship with them.

People in the middle of the funnel know they have a problem, and they’re evaluating solutions. They’ve done a little homework, they’re considering their options, and they’re starting to think, “Okay, which one’s for me?” Now, it’s your job to prove why your product or service is the best choice.

The keywords you’ll target at this stage are more specific than top of the funnel keywords. They’re longer and more focused, reflecting the fact that the user has moved from general research to a deeper interest in specific products or services.

Your audience isn’t just looking for “what is SEO?” anymore. They want details: “best SEO tools for small businesses” or “WordPress vs Wix” They’re sizing things up, and it’s your job to make sure they pick you.

Middle of the funnel keywords are often 3-4 words long and include comparison-based, feature-specific terms.

Examples of Middle of the Funnel Keywords:

• “best SEO tools for small businesses”
• “How to choose a content management system”
• “Digital marketing agency reviews”

At this stage, our content needs to do more than just inform—it needs to persuasive. Create content that’s packed with value, and show your audience why your product or service should be the one they choose.

How to Use Middle of the Funnel Keywords Effectively

Middle of the funnel users are prime for nurturing. They’ve shown interest but haven’t yet committed.

This is where you offer deeper content to build trust, show value, and establish your product or service as the best choice. Here’s how:

Create Comparison and Evaluation Content

Your audience is in research mode. Help them decide by creating side-by-side product comparisons, case studies, and detailed reviews that show why you’re the top dog.

Focus on Long-Tail Keywords

You’re targeting users who are ready to make a decision, so go deep with your keywords. While these don’t have the massive search volume of top of the funnel keywords, they bring in more qualified traffic.

Nurture Leads with Retargeting

Use retargeting ads to remind users of your content. Flex your knowledge and make it clear why you’re the best choice. You’ve already piqued their interest—now it’s time to keep your brand top-of-mind with tailored messaging.

Bottom of the Funnel Keywords - Converting Leads Into Sales

At the bottom of the funnel, your audience is ready to buy. This is where the real fun happens. Your audience isn’t messing around anymore.

They’ve done their research, they’re ready to buy, and they’re looking for that final nudge to click “Buy Now.” This is where bottom of the funnel keywords come in.

These keywords are long-tail and transactional. They’re highly specific, often involving product names, pricing, and terms like “buy,” “pricing,” or “best deals.”

Users at this stage are at the point of conversion—they’re ready to make a purchase, and they’re using highly focused search terms to find exactly what they need. This isn’t the time for small talk—it’s time to close.

Examples of Bottom of the Funnel Keywords:

• “Buy SEO software now”
• “SEO services pricing”
• “Best SEO agency near me”

Your job at this stage is simple…you need to guide your users toward the finish line. Here’s where you roll out the red carpet.

Make it as easy as possible for them to convert by providing clear calls to action, detailed product pages, and compelling offers. No hurdles, no distractions—just a clear path to the finish line.

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How to Use Bottom of the Funnel Keywords Effectively

Users at this stage have already made up their minds—they just need a final push. Your job is to make the conversion process smooth and irresistible. Here’s how to dominate bottom of the funnel keywords:

Optimize for Transactional Keywords

It’s time to stop beating around the bush. Target highly specific, long-tail keywords that reflect purchase intent. These keywords might have lower search volume, but the users searching for them are ready to buy. Words like “buy,” “pricing,” or “best price” should be on your radar.

Use Clear Calls to Action (CTAs)

Make it easy for users to take the next step. Whether it’s “Buy now,” “Request a quote,” or “Get started,” your call-to-action should be straightforward and easy to follow. Make it as easy as possible for them to take the plunge.

Offer Social Proof

People want to know they’re making the right choice. Testimonials, reviews, and case studies are powerful tools at this stage. Show your audience that others have already made the decision—and they’re happy with it.

The Importance of a Balanced Keyword Strategy

Let’s be real—focusing all your energy on top of the funnel keywords is like eating only the bread and skipping the sandwich filling.

Sure, you’ll get traffic, but without the middle of the funnel and bottom of the funnel strategy to follow up, that traffic won’t turn into sales.

It’s the same as trying to build a house with only a foundation—looks good, but there’s nowhere to live.

Here’s why balance matters:

• Top of the funnel keywords build awareness and bring in traffic, but without middle and bottom funnel strategies, you’ll just have a lot of visitors and no conversions.
• Middle of the funnel keywords help nurture leads and move them toward a decision. Without this, your leads will bounce before they’re even ready to buy.
• Bottom of the funnel keywords close the deal. This is where you make sales, but you won’t get here unless you’ve properly nurtured leads from the top and middle stages.

Making Your Keyword Funnel Work with Alterior Digital

A successful SEO strategy requires more than just focusing on one part of the funnel. To truly drive awareness, consideration, and conversion, you need to think holistically and ensure that your keyword strategy reflects the entire customer journey.

You’ve got to start at the top, using keywords to pull people in, move to the middle of the funnel keywords to nurture leads like a pro, and finish with bottom of the funnel keywords that lock in conversions. It’s like playing the perfect game of chess, except instead of winning a trophy, you’re winning customers. And guess what? Alterior Digital can do all of this for you.

Contact Us Today and let's get started with improving your Organic Traffic.