SEO Conversion Funnel: TOFU, MOFU, BOFU Guide

Definition

The SEO conversion funnel is the step-by-step journey an organic visitor follows from initial search to final conversion.

The SEO conversion funnel models the user journey from initial search to conversion action (purchase, signup, quote request). It consists of 3 to 5 stages: TOFU (Top of Funnel / Awareness) where the user searches for general information (informational queries), suitable content includes blog posts, guides, infographics; MOFU (Middle of Funnel / Consideration) where the user compares solutions (commercial queries), suitable content includes comparisons, case studies, webinars, vs pages; BOFU (Bottom of Funnel / Decision) where the user is ready to act (transactional queries), suitable content includes product pages, landing pages, pricing pages, testimonials. Each stage requires a different SEO strategy: informational keywords for TOFU, commercial keywords for MOFU, transactional keywords for BOFU. Internal linking must guide the user from one stage to the next.

SEO conversion funnel SEO funnel Organic conversion path SEO sales funnel

Key Points

3 stages: TOFU (informational), MOFU (commercial), BOFU (transactional)
Each stage requires different keywords and content formats
Internal linking guides users between funnel stages

Practical Examples

LemmiLink SEO Funnel

TOFU: 'what is link building' (blog post). MOFU: 'best link building platform comparison' (comparison page). BOFU: 'LemmiLink pricing' (pricing page). Internal linking guides the visitor: article to comparison to pricing.

Multi-touch attribution

A client discovers the site via 'backlink guide' (TOFU), returns via 'RocketLinks alternative' (MOFU), then converts via 'LemmiLink signup' (BOFU). Multi-touch attribution credits SEO at every funnel stage.

Frequently Asked Questions

How do I measure the effectiveness of my SEO funnel?

Track organic traffic by stage (TOFU/MOFU/BOFU), inter-stage transition rates via Google Analytics (user journeys), and final conversion rate by landing page. Assisted conversions show TOFU/MOFU impact on conversion.

Should I invest more in TOFU or BOFU?

It depends on your maturity. A new site should build its TOFU first (content, authority). An established site should optimize its BOFU to maximize conversions. The ideal split evolves: 70/20/10 at the start toward 40/30/30 at cruising speed.

Related Terms

Go Further with LemmiLink

Discover how LemmiLink can help you put these SEO concepts into practice.

Optimize every stage of your SEO funnel BOFU page optimized for conversion