Keywords and Mapping Content to the Sales Funnel and Search Intent

Keywords
Keywords are the words or phrases that users enter into search engines to find relevant content. Because these terms are derived from actual search queries, integrating them strategically into your content helps search engines understand and rank your web pages. This, in turn, increases the chances of your website appearing in search results when users are actively looking for information, products, or services that you offer. To maximize your online visibility, conducting thorough keyword research is essential. This process involves identifying the search terms that are relevant to your content’s topics and aligning them with a well-structured strategy. By selecting the right keywords, you can attract the right audience, improve search rankings, and drive targeted traffic to your site.
Why Keywords MatterKeywords are more than just search terms—they provide valuable insight into user intent. Understanding what people are searching for allows you to create content that meets their needs, answers their questions, and solves their problems. The keywords you target will shape your content strategy, influencing what topics to cover, how to structure your website, and how to optimize your pages for both search engines and users. By choosing relevant, high-intent keywords and integrating them naturally into your content, you can improve your website’s searchability, increase organic traffic, and enhance your digital marketing efforts.
Keyword lengths fall into two categories:
Free Keyword Research Tools
Using Keywords for PPC (Pay Per Click)
On the other side of Search are PPC keywords. PPC keywords are terms you choose to rank for in order to increase brand visibility and foster website growth. You can bid on your keyword choices, and when you win your bids, you will rank at the top of the SERP. You can use keywords to create PPC ads promoting your products or services through platforms like Google Ads and Microsoft Ads. Then, when users select your ad, you pay for every click you receive.
Main types of PPC keywords:
Keywords are the words or phrases that users enter into search engines to find relevant content. Because these terms are derived from actual search queries, integrating them strategically into your content helps search engines understand and rank your web pages. This, in turn, increases the chances of your website appearing in search results when users are actively looking for information, products, or services that you offer. To maximize your online visibility, conducting thorough keyword research is essential. This process involves identifying the search terms that are relevant to your content’s topics and aligning them with a well-structured strategy. By selecting the right keywords, you can attract the right audience, improve search rankings, and drive targeted traffic to your site.
Why Keywords MatterKeywords are more than just search terms—they provide valuable insight into user intent. Understanding what people are searching for allows you to create content that meets their needs, answers their questions, and solves their problems. The keywords you target will shape your content strategy, influencing what topics to cover, how to structure your website, and how to optimize your pages for both search engines and users. By choosing relevant, high-intent keywords and integrating them naturally into your content, you can improve your website’s searchability, increase organic traffic, and enhance your digital marketing efforts.
Keyword lengths fall into two categories:
- Short keywords that contain one or two terms
- Long-tail keywords that contain typically three or more terms
Free Keyword Research Tools
Using Keywords for PPC (Pay Per Click)
On the other side of Search are PPC keywords. PPC keywords are terms you choose to rank for in order to increase brand visibility and foster website growth. You can bid on your keyword choices, and when you win your bids, you will rank at the top of the SERP. You can use keywords to create PPC ads promoting your products or services through platforms like Google Ads and Microsoft Ads. Then, when users select your ad, you pay for every click you receive.
Main types of PPC keywords:
- Branded keywords are words and phrases that include your brand’s name. Their purpose is to attract customers in your audience that are near a purchase decision.
- Non-branded keywords are words or phrases that do not include your brand name. They help you gain new customers who may be searching for what you offer but do not know it yet.

Mapping Content
Successful social media marketing requires aligning content strategy with where your audience is in the sales funnel as well as understanding search intent—the reason behind a user's search—ensures that your content meets their needs and moves them closer to conversion.
Each stage of the sales funnel represents a different level of consumer awareness and intent. To effectively guide your audience through the journey from discovery to conversion, it's crucial to match the content's goal with their search intent.
1. Attention (Brand Awareness) → Informational Search Intent
At this stage, potential customers are just discovering your brand. They may not be ready to purchase but are looking for answers, inspiration, or general knowledge. Your goal is to attract attention and position your brand as a trusted source.
Best Content Types for Attention:
2. Interest (Consideration) → Informational or Navigational Search Intent
Once you’ve captured attention, your goal is to build interest and encourage potential customers to learn more about your brand or product. Consumers at this stage are actively researching options and comparing solutions.
Best Content Types for Interest:
3. Desire (Engagement) → Navigational or Transactional Search Intent
At this stage, your audience is seriously considering a purchase but may need an extra push. This is where you appeal to emotions, showcase the unique value of your product or service, and create urgency.
Best Content Types for Desire:
4. Action (Conversion) → Transactional Search Intent
Now, your goal is to remove friction and drive conversions. Your audience is ready to make a purchase, sign up, or take a specific action—make it as easy as possible for them to do so.
Best Content Types for Action:
Why Aligning Search Intent with Content Goals Matters
If your content’s goal and search intent don’t align, you risk losing engagement and potential conversions. For example:
By aligning your content goals with the sales funnel and search intent, you create a seamless journey that guides your audience from awareness to conversion, ensuring that your social media efforts drive real business results.
Successful social media marketing requires aligning content strategy with where your audience is in the sales funnel as well as understanding search intent—the reason behind a user's search—ensures that your content meets their needs and moves them closer to conversion.
Each stage of the sales funnel represents a different level of consumer awareness and intent. To effectively guide your audience through the journey from discovery to conversion, it's crucial to match the content's goal with their search intent.
1. Attention (Brand Awareness) → Informational Search Intent
At this stage, potential customers are just discovering your brand. They may not be ready to purchase but are looking for answers, inspiration, or general knowledge. Your goal is to attract attention and position your brand as a trusted source.
Best Content Types for Attention:
- Educational blog posts or videos (e.g., "Top 10 Travel Essentials for Warm-Weather Adventures")
- Infographics and carousel posts that break down industry trends
- Engaging social media posts that spark curiosity or conversation
- Short-form videos that introduce your brand and its values
- Thought leadership content that provides insights on a relevant topic
2. Interest (Consideration) → Informational or Navigational Search Intent
Once you’ve captured attention, your goal is to build interest and encourage potential customers to learn more about your brand or product. Consumers at this stage are actively researching options and comparing solutions.
Best Content Types for Interest:
- In-depth guides or how-to content related to your product or service
- Email newsletters with valuable insights and resources
- Customer testimonials and case studies to build trust
- Interactive polls, quizzes, or live Q&A sessions
- Product demonstrations that showcase real-world applications
3. Desire (Engagement) → Navigational or Transactional Search Intent
At this stage, your audience is seriously considering a purchase but may need an extra push. This is where you appeal to emotions, showcase the unique value of your product or service, and create urgency.
Best Content Types for Desire:
- Behind-the-scenes content that highlights quality or craftsmanship
- Limited-time offers, discounts, or exclusive promotions
- Influencer partnerships and social proof through user-generated content
- Comparison posts that highlight advantages over competitors
- Emotional storytelling that aligns with customer pain points and aspirations
4. Action (Conversion) → Transactional Search Intent
Now, your goal is to remove friction and drive conversions. Your audience is ready to make a purchase, sign up, or take a specific action—make it as easy as possible for them to do so.
Best Content Types for Action:
- Direct, persuasive calls to action (CTAs) (e.g., “Shop Now,” “Sign Up Today”)
- Retargeting ads with a strong incentive (e.g., free shipping, bonus gift)
- Limited-time urgency-driven campaigns (e.g., “Only 24 Hours Left!”)
- Checkout guides or FAQs to address last-minute concerns
- One-click sign-ups, easy checkout links, or direct purchase options
Why Aligning Search Intent with Content Goals Matters
If your content’s goal and search intent don’t align, you risk losing engagement and potential conversions. For example:
- If you're aiming to generate "desire" but use informational content, you may educate your audience but fail to create urgency or emotional appeal.
- If you're driving transactional intent but your audience is still in the interest stage, your sales-focused content may feel premature, pushing them away instead of pulling them in.
- Use social media analytics to track engagement and adjust strategies accordingly.
- Personalize content based on audience preferences and previous interactions.
- Incorporate SEO-driven keywords to match user search intent.
- Test different content formats (videos, carousels, live sessions) to see what resonates best at each funnel stage.
By aligning your content goals with the sales funnel and search intent, you create a seamless journey that guides your audience from awareness to conversion, ensuring that your social media efforts drive real business results.
Difference in Keywords for Search Intent vs. Interest in Content
When creating content or running paid ads, understanding the difference between search intent keywords and interest-based keywords is crucial. These two types of keywords serve different purposes in digital marketing and content strategy.
1. Search Intent Keywords
These keywords are often highly targeted and action-driven because users are actively looking for something specific.
Types of Search Intent:
Informational – Users are looking for knowledge.
Examples: "What is paid social media advertising?" / "How to run Facebook ads"
Navigational – Users want to find a specific brand or website.
Examples: "Instagram Ads Manager login" / "TikTok business tools"
Transactional – Users are ready to take action (buy, sign up, register).
Examples: "Buy Instagram ad services" / "Facebook ad pricing"
Commercial Investigation – Users are researching before making a decision.
Examples: "Best social media ad strategies 2024" / "LinkedIn ads vs Facebook ads"
Best for: SEO, Google Ads, blog content, landing pages
2. Interest-Based Keywords
Definition: Keywords that reflect what interests or engages an audience, even if they are not actively searching for something specific. These keywords help target people on social media based on their behavior, hobbies, or demographics rather than direct searches.
Examples:
"Social media marketing tips"
"Best TikTok trends for business"
"Engaging Instagram posts ideas"
"How nonprofits can use Facebook"
Interest-based keywords are commonly used in paid social media ads where businesses show content to users who fit a certain profile but may not be searching for those terms at that moment.
Best for: Social media ads (Facebook, Instagram, TikTok, LinkedIn), content marketing, audience targeting
How to Use Both in a Marketing Strategy
Use Search Intent Keywords for SEO and Google Ads to capture people actively looking for your product, service, or information. Use Interest-Based Keywords for social media ads and content marketing to attract and engage audiences who match your brand’s ideal customer profile.
Combine both in an overall strategy:
Write blog articles using search intent keywords (for search traffic).
Create social media ads using interest-based keywords (to build brand awareness).
Retarget website visitors with paid social ads after they have searched for relevant terms.
When creating content or running paid ads, understanding the difference between search intent keywords and interest-based keywords is crucial. These two types of keywords serve different purposes in digital marketing and content strategy.
1. Search Intent Keywords
These keywords are often highly targeted and action-driven because users are actively looking for something specific.
Types of Search Intent:
Informational – Users are looking for knowledge.
Examples: "What is paid social media advertising?" / "How to run Facebook ads"
Navigational – Users want to find a specific brand or website.
Examples: "Instagram Ads Manager login" / "TikTok business tools"
Transactional – Users are ready to take action (buy, sign up, register).
Examples: "Buy Instagram ad services" / "Facebook ad pricing"
Commercial Investigation – Users are researching before making a decision.
Examples: "Best social media ad strategies 2024" / "LinkedIn ads vs Facebook ads"
Best for: SEO, Google Ads, blog content, landing pages
2. Interest-Based Keywords
Definition: Keywords that reflect what interests or engages an audience, even if they are not actively searching for something specific. These keywords help target people on social media based on their behavior, hobbies, or demographics rather than direct searches.
Examples:
"Social media marketing tips"
"Best TikTok trends for business"
"Engaging Instagram posts ideas"
"How nonprofits can use Facebook"
Interest-based keywords are commonly used in paid social media ads where businesses show content to users who fit a certain profile but may not be searching for those terms at that moment.
Best for: Social media ads (Facebook, Instagram, TikTok, LinkedIn), content marketing, audience targeting
How to Use Both in a Marketing Strategy
Use Search Intent Keywords for SEO and Google Ads to capture people actively looking for your product, service, or information. Use Interest-Based Keywords for social media ads and content marketing to attract and engage audiences who match your brand’s ideal customer profile.
Combine both in an overall strategy:
Write blog articles using search intent keywords (for search traffic).
Create social media ads using interest-based keywords (to build brand awareness).
Retarget website visitors with paid social ads after they have searched for relevant terms.