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What is Keyword Funnel and It’s Stages For B2B

What is Keyword Funnel and It’s Stages For B2B

It’s critical to comprehend both the intent behind a user’s inquiry and the funnel keywords that your potential clients employ in search engine inquiries. Effective keyword research and critical thinking awareness of the consumer journey are vital components of Search Engine Optimization (SEO).

What is Keyword Funnel and It’s Stages For B2B
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The phases of attraction, increase brand awareness, deliberation, and conversion are all included in the buyer’s journey. This kind of keyword categorization necessitates a funnel strategy, since you are moving from general topics to more focused ideas.

What is a Keyword Funnel?

Using user-generated funnel keywords and grouping them according to potential stages of the user’s purchasing journey is called a “keyword funnel” (also called a “purchase funnel”). As part of a keyword research strategy, these funnels assist in classifying funnel keywords based on commonly used search phrases.

In order to engage visitors who are looking for specific information, keyword funneling helps to discover the requirement for certain search phrases that individuals enter into search engines. They may be thoughtfully included into your writing to improve its ranking on search engine results pages (SERPs) or SERP features such as “Featured Snippets,” “People Also Ask,” and “Google Popular Products.”

Benefits of funnel keyword research for your customer journey

Benefits of funnel keyword research for your customer journey 1
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Boost your efforts at content marketing

For your blog content marketing efforts to be effective, keywords are essential. You may produce business blogs, videos, podcasts, interesting infographics, social media posts, and other content that leads customers from the first to the last stage of the purchasing process with the aid of a well-planned keyword funnel.

Increasing awareness of brands

Well-known companies make significant investments in raising brand recognition, and a strong keyword funnel approach aids in this process. Using a keyword optimisation plan, a broad audience is made aware of the brand for the search query they used to make the purchase. Greater brand awareness and brand image are produced when your brand appears higher on Google’s first page of search results.

Place higher in search engine results

Effective keyword research and optimization have a major impact on the ranking of the search engine result page. As a result, the keyword funnel aids in determining which keywords to rank for based on the pertinent user queries entered at various phases. In order to get a high ranking on Google’s first page or SERP elements such as the “people also ask” box and highlighted snippets, etc.

Lead generation

Lead generation is one of the main goals of the keyword funnel approach, and sure, it is the most effective. The way you classify and optimize keywords at each step will determine how many leads you receive. It becomes imperative that your company concentrate on the stages of the marketing funnel and the keyword funnel.

Digital marketers are familiar with the phrase “linking,” whether it be internal or external, since it enables you to link online material to your own and provide your audience with more resources and a positive user experience.

In order to make it easier for Google bots to crawl and index your website, you can also create links and obtain backlinks from other websites that have been authorized.

Getting more conversions

One of the best strategies for generating conversions—the process of turning website visitors into paying customers—is to use a keyword funnel. Your SEO keyword strategy will be effective if you can turn organic leads into paying clients by using a keyword funnel plan.

What are the Stages Of The Keyword Funnel?

What are the Stages Of The Keyword Funnel
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The majority of consumers go through several steps and procedures before deciding to buy a good or service. The practice of conducting several searches up until the moment of conversion is part of the keyword funnel. Depending on where a customer is in the purchasing decision-making process, their search query changes. The process begins with a need or wants, is followed by information collecting and research, is followed by weighing the available alternatives in the market, and ends with the decision to buy the good or service.

The buyer’s purchasing process may be divided into three stages by classifying the funnel keywords.


Increasing brand and product awareness is the main goal of this phase. Customers start the path from discovering your brand to becoming customers at this point. They are in the early stages of “awareness” or “research,” based on the first wide search term they used.

When seeking for general knowledge, people in the awareness stage frequently employ “issue or opportunity” words and informational questions. At the awareness stage, customers are starting to look for information and do research before committing to a service or product.


While they aren’t really acting to buy the goods or services, consumers are actively looking for solutions to their issues during the deliberation stage. After conducting research, the buyer considers and weighs their alternatives for prospective solutions.

At this phase, customers browse your website, assess alternatives, or analyse independent evaluations from a variety of sources for the goods or services they’re looking for. Clients that have reached this point are important to your company because they could be prepared to buy what you sell.


Giving potential customers a cause to purchase your goods, subscribe to your service, or take any other action you want is the goal of the last phase. Your prospects often discover the answer and are prepared to buy a product when they proceed through the contemplation stage. Use google search console to track your ranking.

These kinds of long-tail funnel keywords or query search results demonstrate that the consumer is certain of what they want and is very eager on making a purchase. Getting the connection to a mutually satisfied closed transaction is the aim at this point.

B2B Marketing Funnel Stages

In this section, we’ll go over the phases of the funnel, explain the rationale behind each, and talk about which stages you should include in your marketing mix.

B2B Marketing Funnel Stages
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Activity Funnel Relates To

Since the consumer could not truly be having an issue at this time, marketing activities in this extremely wide sector of activity will frequently not be focused on.

From a branding standpoint, however, field-focused websites or demographically targeted display advertising can be a helpful tool at this point.

Suspicion That There May Be A Problem

The mental model of problem-solving is the center of this funnel; other mental models might also be helpful, but I’ve found that “problems” are a universal concept.

At this point, the client may be given a description of the symptoms, but they may not comprehend the nature of the issue or even that the symptoms are an issue at all.

We’ll talk more about this later. It’s a crucial stage when you may greatly affect the path a potential customer will follow.

Problem Identified

This is an intriguing bucket because you can distinguish between demands that are obvious and those that are hidden; certain problem kinds can really split off into distinct funnels.

Looking For Solution Alternatives

At this point, the prospect is attempting to comprehend the range of options that are open to them. There are several approaches to weight loss, such as nutrition, exercise, portion control, surgery, and more.

This can be prime content for thought leadership pieces, as it is still in the early stages of the research process (also excellent for the SEO channel). Prospects may move straight from stage 3 to stage 5 if you’re really fortunate and the only one who can solve an issue (maybe you’re in a new market).

Solution Space Has Been Chosen

At this point, the potential client has chosen a specific course of action (e.g., “dieting” to address a weight issue). 

Complicating Issues

I normally situate this stage in the midst of the research phase, however it may belong next to the funnel. Many individuals who struggle with additional concerns such as diabetes (if they want to lose weight), a spouse who is confined to a wheelchair (if they want to travel), and so forth.

Taking care of these complex problems will help you stand out from the competition and make a final sale more easily.

Researching A Specific Solution

At this point, the prospect is talking very specifically about one of the solution space’s members (“Low-Carb Diets,” for example, in the context of a weight loss/dieting funnel).

Researching A Specific Brand

At this point, the potential customer is becoming really serious and researching particular services.

It’s important to keep in mind that brand words often convert at a rate twice as high as generic terms in the sector, so any online marketing strategy should prioritize targeting this step of the funnel.

Conversion Imminent

Phrases such as “coupon code,” “pricing,” and “cheap” are equivalent to a siren beeping “transaction about to occur!!!” and flashing red lights.

In this funnel segment, devoting a significant amount of work to developing variants is typically quite beneficial. You may discover how potential consumers are raising their hands in these ways by using Google Suggest.

Post Conversion

Customers searching for keywords like “repairs,” “replacement parts,” “add-ons,” “upgrades,” “warranties,” and “support” are likely to be found at this frequently overlooked stage of the funnel.

It’s crucial to consider whether you have offers that deal with issues raised in this funnel stage.

It’s possible that, as a travel agency, your clients won’t actively look for trip insurance very often, therefore it might not be worth running sponsored search ads with that idea in mind.

The effort invested in studying funnel stage #10 was, in my opinion, well worth it if, on the other hand, your paid search keyword research yields the idea, and you subsequently encourage your business to arrange a revenue-sharing arrangement with a travel insurance provider to add their product into your cart. 

Top, Middle & Bottom of the funnel:

Top Middle Bottom of the funnel
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The Top of the Funnel

Since there are little to no conversions throughout the top of the funnel stage, you should work to attract new leads and boost traffic.

Top of the funnel keywords specifically relate to broad terms or keywords that people seek for when they need any kind of information. These keywords are aimed at a wider readership and have a high search volume.

Build SEO strategies

At this point, your SEO may be the best way to target customers with low- or broad-intent keywords in an effort to increase awareness. To attract adequate organic search traffic, you must optimize for awareness keywords and target such keywords in your blog post content. Informational questions should be used in the creation of high-ranking content to entice potential customers to learn more about your offering.

Use Social Media Platforms

Social media sites are quite effective in raising awareness. One such strategy is to create a post on well-known social media sites like Facebook, Instagram, and Twitter that emphasizes your USP. Digital awareness campaigns that target large audiences and present opportunities to acquire new customers can be organized on a regular basis. Employ aesthetically captivating materials, such blog entries, social media updates, and videos, to present your business and highlight your brand’s narrative.

Middle of the Funnel

At this point, your main goals should be to increase user interaction and capture their interest. Customers are comparing alternatives at this point, so you need to get your items in front of them and give them a reason to purchase from you.

When looking to buy any goods or services, middle funnel consumers are doing their homework and weighing their alternatives. These keywords have modest search volumes and are descriptive phrases.

Concentrate on High-Intent Keywords

Use navigational searches to target people who have a certain desire to buy. Based on user behaviors on your websites, such as the advertisements they clicked, the landing page they visited, etc., you may segment your audience and develop highly targeted campaigns to target certain user interests. Additionally, you may design landing pages tailored to particular clientele groups.

Nurture Leads

To nurture leads into paying clients, you may provide them with incentives like free trials, rival comparison guides, demo videos, and product samples. Email marketing methods may also be used to connect with current leads and move them through the stages. You may send email material, such as product descriptions or even blog entries that target relevant search queries, customer testimonials, and advice that offers consumers valuable content, to prospects if you have their contact information.

Boost Engagement

You may publish an article or white paper, produce case studies and video lessons, respond to inquiries from new clients, and solve problems. You may pique curiosity by providing product samples, offering a free trial program, sharing case studies and product guides, or asking visitors to take part in a survey to discover more about your company. A Google display ad campaign is another option; they are often more successful in the middle of the funnel.

Bottom of the Funnel

To boost conversions during this step of the funnel, you must concentrate on precise or highly-intent keywords and targeted objectives. Here, converting leads, lowering conversion obstacles, and moving thought into action are the main objectives. The terms or inquiries that represent the user’s intention to buy and preparedness to do so are known as the bottom funnel keywords.

Paid Search Camaign
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The goal of a sponsored search strategy is to increase the quality of your landing pages, ad quality score, conversion rates, and remarketing campaigns through the use of paid advertisements. 

To generate leads, you may set up Google Ads advertisements that include the product or brand names of your rivals as keywords. Additionally, focus on terms that convey an urgent desire to buy, indicating that the consumer is prepared to make a decision.

To locate and bid on long-tail keywords that can bring more qualified visitors to your website, use resources such as the Google Keyword Planner and your own reviews. At this point, you may bid more aggressively in an effort to attract more clicks and rank higher on the search result page for more targeted search phrases with strong purchase intent. We have the highest chance of making a sale because it is a branded search for a particular brand, which can result in an exceptionally high conversion rate.

Organic Campaigns

By producing organic content that clarifies any doubts potential customers may have and addresses common inquiries, you can concentrate on attracting fresh leads and users who are prepared to convert. To allow potential customers to experience your product or service, you can provide free trials, manuals, demo videos, and product samples. Incorporating user testimonials and sharing evaluations of your product can help you rank naturally for those who are ready to convert.

It is possible to generate downloadable PDFs, include a Call to Action (CTA) in pertinent materials, and send emails that have a call to action. Make sure that the features and price are easily accessible and comprehensible.


Exact keyword classification can be useful for determining the purpose of your target audience, planning your work, and making suggestions for real paid search ads that you might launch.

In particular, I’ve discovered that these 10 funnel stages are a practical and helpful method for me to arrange a sizable number of refined keyword categories, extract insights from them, and develop ads aimed at different stages of the sales funnel. If you want to seek information about keyword research , marketing funnel, ppc campaign, advertising budget or digital marketing services, contact Syed Digital! We are waiting for your informational queries. We care a lot about your buyer’s journey and their buying process.

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