Many businesses have trouble attracting customers who are just starting to research products or services. Most websites focus on content that pushes sales, but this doesn’t work for people who are still learning and comparing options. Because of this, brands lose the chance to build trust and show they’re experts before customers decide to buy.
Search habits are changing, and SEO (search engine optimization) is now critical for getting your brand noticed. Research shows that 68% of people start their online journey with a search engine like Google (BrightEdge). Today, people use Google to ask questions, explore options, and find new brands long before they’re ready to spend money. Businesses that focus on SEO for early-stage research content get more website visitors, become better known, and connect with customers earlier.
This blog will break down how SEO helps businesses reach customers during this research phase, share the best ways to create content that works, and fix common mistakes brands make.
Top-of-the-funnel searches are question-based and focus on learning rather than buying. Businesses should optimize content for long-tail keywords and questions such as:
✅ “How does SEO improve brand visibility?”
✅ “Best ways to increase website traffic organically”
✅ “Beginner’s guide to SEO for businesses”
Since users in this stage seek knowledge, content should be educational and engaging. The best formats for TOFU SEO include:
Quick Tip: Adding structured data markup (Schema.org) increases the chances of ranking in Google’s featured snippets.
Backlinks signal credibility to search engines. The best strategies include:
🔗 Guest blogging on high-authority sites.
🔗 Publishing original research or case studies to attract references.
🔗 Digital PR & influencer collaborations to increase brand exposure.
Fact: Websites with high-quality backlinks earn up to 40% more organic traffic (Moz).
| SEO Strategy | How It Helps at the Awareness Stage | Best Practices |
| Keyword Research | Identifies informational queries users search for | Use tools like Ahrefs & SEMrush for long-tail keywords |
| Content Marketing | Provides valuable insights to users | Create guides, blogs, and FAQs that answer common questions |
| On-Page SEO | Helps search engines understand content relevance | Optimize meta tags, headers, and internal linking |
| User Experience (UX) | Improves engagement and reduces bounce rates | Ensure mobile-friendliness and fast loading speeds |
| Backlink Building | Enhances credibility and search rankings | Guest posting, digital PR, and earning links from high-authority sites |
| Schema Markup | Increases chances of ranking in featured snippets | Add FAQ, How-To, and Article schema |
| Voice Search Optimization | Adapts content for conversational queries | Target natural language phrases like “How can I rank on Google?” |
Solution: Focus on long-tail keywords and share content on multiple platforms (social media, email marketing, and industry forums).
Solution: Use tools like Google’s “People Also Ask” section and keyword research tools to refine targeting.
Solution: Balance SEO with user experience—write naturally while strategically placing keywords.
Solution: Stay updated with SEO trends by following Moz, Search Engine Journal, and Google’s blog.
Google’s AI-driven updates prioritize helpful, intent-matching content over traditional keyword-stuffing tactics.
By 2025, 50% of searches are expected to be voice-based (Comscore). Businesses should optimize for conversational queries like:
Google increasingly displays direct answers in search results. Businesses should structure content to target:
✅ Featured Snippets
✅ “People Also Ask” Boxes
✅ Knowledge Panels
With 72% of users preferring video over text (HubSpot), brands should focus on:
🎬 YouTube SEO
📄 Adding video transcripts
📊 Optimizing for visual search
To build brand awareness and attract top-of-the-funnel leads, businesses must:
✅ Conduct keyword research for informational intent queries.
✅ Create high-quality, educational content that ranks in search.
✅ Optimize on-page & technical SEO for better user experience.
✅ Leverage backlinks and digital PR to establish credibility.
Start implementing SEO-driven awareness strategies today! Need expert guidance? Get in touch with an SEO specialist now.
Focus on informational keywords, such as long-tail questions, how-to queries, and beginner-friendly topics.
Track organic traffic, impressions, dwell time, and SERP rankings rather than direct conversions.
Every 6–12 months to keep information relevant and align with Google’s latest ranking factors.
Yes, but indirectly. It builds brand recognition, trust, and engagement, which lead to conversions in later funnel stages.
SEO and PPC work best together. SEO provides long-term visibility, while PPC offers instant exposure.