How to deploy SEO in your sales funnel

I’ve been meaning to write this post for a long time — more than a year. I took a couple of different approaches, wasn’t happy with them, and decided to sit on it and wait. Meanwhile, Google’s algorithm changed (a couple of times?) and the web went haywire so I decided to keep waiting.

But then I saw this post at SEOmoz: The SEO Path to Becoming a Great Funnel Owner. This is one of those posts that I read and thought, “I wish I’d written that”.

It’s long. It’s data-heavy (which is awesome but also a little scary if you are looking for a quick read), and it is exactly the seo-and-sales-funnel topic I’ve been meaning to write but in a way that is refreshing and very actionable.

It is a great approach that moves well beyond the importance of keywords and instead focuses on various activities you can do to create and deploy a search engine optimized sales funnel with marketing and sales activities that truly resonate with a specific target market.

Some highlights to watch for:

  • The post introduces a sales funnel and demonstrates how SEO can fit into it in different ways.
  • You’ll read about where to put different types of key words (“head” keywords and “long-tail” keywords).
  • There are a bunch of great places to find data about your target market.
  • … and don’t miss the awesome section on building a persona.
  • There’s a great section about what prospective buyers are doing at each stage of your sales funnel and which content channels serve that part of the sales funnel the most effectively.
  • And in classic SEOmoz form, there’s a good foundation of tracking and analytics so that your decisions are always rooted in fact.

Check out their blog post today: The SEO Path to Becoming a Great Funnel Owner.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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