{"id":176695,"date":"2024-06-28T12:07:12","date_gmt":"2024-06-28T17:07:12","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=176695"},"modified":"2024-10-17T11:04:02","modified_gmt":"2024-10-17T16:04:02","slug":"mid-funnel-content","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/mid-funnel-content\/","title":{"rendered":"How Mid-funnel Content Can Be Your Secret SEO Weapon"},"content":{"rendered":"\n<div class=\"intro-txt\">Recent changes to Google\u2019s user interface have affected the volume and quality of organic website traffic.<\/div>\n\n\n\n<p>For instance, AI Overviews and the commoditized answers Google serves directly in search results mean fewer top-of-funnel clicks reach websites.<\/p>\n\n\n\n<p>There are also fewer clicks for bottom-of-funnel keywords as Google inserts itself in the conversion process. For example, if you look for any product-related search, it\u2019s likely you\u2019ll see features that would typically belong on an ecommerce product category page,&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Filters<\/li>\n\n\n\n<li>Product tiles<\/li>\n\n\n\n<li>Price information<\/li>\n\n\n\n<li>Discounts and&nbsp;deals<\/li>\n\n\n\n<li>Reviews<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1115\" height=\"782\" class=\"wp-image-176697\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-tiles-appearing-in-google-search-results-f.jpg\" alt=\"Product tiles appearing in Google search results for the keyword &quot;gardening tools&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-tiles-appearing-in-google-search-results-f.jpg 1115w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-tiles-appearing-in-google-search-results-f-606x425.jpg 606w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-tiles-appearing-in-google-search-results-f-768x539.jpg 768w\" sizes=\"auto, (max-width: 1115px) 100vw, 1115px\"><\/figure>\n\n\n\n<p>What\u2019s worse, clicks on these product tiles don\u2019t go to merchants. They open up a panel in Google with multiple sellers, including large marketplaces, instead:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"997\" height=\"2048\" class=\"wp-image-176698\" style=\"width: 519px; height: auto;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-panel-that-opens-in-googles-interface-dir.jpeg\" alt=\"Product panel that opens in Google's interface directing searchers to a number of merchant's selling the same product.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-panel-that-opens-in-googles-interface-dir.jpeg 997w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-panel-that-opens-in-googles-interface-dir-207x425.jpeg 207w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-panel-that-opens-in-googles-interface-dir-768x1578.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/product-panel-that-opens-in-googles-interface-dir-748x1536.jpeg 748w\" sizes=\"auto, (max-width: 997px) 100vw, 997px\"><\/figure>\n\n\n\n<p>These changes mean that as top-of-funnel and bottom-of-funnel opportunities diminish, the mid-funnel can become your secret SEO weapon instead. I\u2019ll explain how below, but&nbsp;first\u2026<\/p>\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176695-_fe3ga2obqou4\"><\/a>What makes mid-funnel marketing different from top-of-funnel or bottom-of-funnel?<\/h2>\n\n\n\n<p>As a quick refresher, top-of-funnel (TOFU) content is educational in nature and fulfills an informational search intent. This content is the furthest from a sale in a typical conversion journey.<\/p>\n\n\n\n<p>Bottom-of-funnel (BOFU) content is the content a user interacts with immediately before a sale. It fulfills a transactional intent and typically consists of sales pages and product landing pages.<\/p>\n\n\n\n<p>Middle-of-funnel (MOFU) content is the murky in-between.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"1106\" class=\"wp-image-176699\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/defining-top-of-funnel-mid-funnel-and-bottom-of-f.png\" alt=\"Defining top-of-funnel, mid-funnel and bottom-of-funnel marketing.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/defining-top-of-funnel-mid-funnel-and-bottom-of-f.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/defining-top-of-funnel-mid-funnel-and-bottom-of-f-590x425.png 590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/defining-top-of-funnel-mid-funnel-and-bottom-of-f-768x553.png 768w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\"><\/figure>\n\n\n\n<p>The goals of mid-funnel content are&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Transition searchers from being problem-aware to solution-aware<\/li>\n\n\n\n<li>Help searchers make a decision on the right solution<\/li>\n\n\n\n<li>Improve brand awareness by increasing your brand\u2019s touchpoints with searchers<\/li>\n\n\n\n<li>Build trust in your brand so that when folks are ready to buy, they think of you&nbsp;first<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s also where searchers may prefer information from other humans, not AI. For instance, in the <a href=\"https:\/\/productledseo.substack.com\/p\/win-at-sge-with-midfunnel-seo\">words of Eli Schwartz<\/a>:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>While [Google\u2019s AI] answers could appear on these keywords, the user will potentially still click search results because those answers will not be satisfying enough.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Eli Schwartz\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/eli-schwartz.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Eli Schwartz,<\/span> <span class=\"quote-author-job\">Growth Advisor <a href=\"https:\/\/www.productledseo.com\/\" target=\"_blank\">Product-Led SEO<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>This is why it\u2019s an excellent opportunity for SEO. It\u2019s the type of content that cannot easily be commoditized in many industries, especially B2B.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176695-_7chp01jeiuon\"><\/a>6 creative mid-funnel content ideas and how to find&nbsp;them<\/h2>\n\n\n\n<p>When done well, MOFU content can deliver a higher return on SEO investment than either TOFU or BOFU content.<\/p>\n\n\n\n<p>Here are six ideas that will spice up your strategy and leverage opportunities most other SEOs don\u2019t even consider. I\u2019ve used all of these with great success on client campaigns, especially for B2B brands in narrow verticals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_72mo9o3u8zxt\"><\/a>1. Feature roundups<\/h3>\n\n\n\n<p>Roundups are a type of list post. They\u2019re commonly used in <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">affiliate marketing<\/a> to compare products by different brands for keywords like \u201cbest air fryers\u201d or \u201cbest wireless headphones.\u201d<\/p>\n\n\n\n<p>Sites like The Wirecutter use such posts as a staple in their content strategies.<\/p>\n\n\n\n<p>However, most affiliate sites only focus on comparing products by different brands, which is why this type of content is underutilized by other businesses, like e-commerce and SaaS brands, that don\u2019t want to feature competing products in their editorial content.<\/p>\n\n\n\n<p>The mid-funnel opportunity for e-commerce and SaaS companies is to think past brand vs. brand comparisons and instead create feature vs. feature or product vs. product roundups.<\/p>\n\n\n\n<p>To find these opportunities, search for your main topic or product category in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> and then apply a filter to include words&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ideas<\/li>\n\n\n\n<li>Best<\/li>\n\n\n\n<li>Vs<\/li>\n\n\n\n<li>And<\/li>\n\n\n\n<li>Or<\/li>\n\n\n\n<li>Types<\/li>\n\n\n\n<li>Alternatives<\/li>\n\n\n\n<li>Comparison<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1316\" height=\"546\" class=\"wp-image-176700\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/using-the-include-filter-in-ahrefs-keyword-expl.png\" alt=\"Using the &quot;Include&quot; filter in Ahrefs' Keyword Explorer tool.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/using-the-include-filter-in-ahrefs-keyword-expl.png 1316w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/using-the-include-filter-in-ahrefs-keyword-expl-680x282.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/using-the-include-filter-in-ahrefs-keyword-expl-768x319.png 768w\" sizes=\"auto, (max-width: 1316px) 100vw, 1316px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> The exact words that will be relevant to your niche may differ.<\/div>\n\n\n\n<p>Look for opportunities to compare your own products or solutions. For instance, the costume store Fancy Dress has a listicle targeting the keyword \u201cgroup costume ideas,\u201d and each idea is a product they&nbsp;sell.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1006\" height=\"697\" class=\"wp-image-176701\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/fancy-dress-roundup-article-for-the-keyword-grou.jpg\" alt=\"Fancy Dress' roundup article for the keyword &quot;group costume ideas&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/fancy-dress-roundup-article-for-the-keyword-grou.jpg 1006w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/fancy-dress-roundup-article-for-the-keyword-grou-613x425.jpg 613w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/fancy-dress-roundup-article-for-the-keyword-grou-768x532.jpg 768w\" sizes=\"auto, (max-width: 1006px) 100vw, 1006px\"><\/figure>\n\n\n\n<p>You can also compare features of your solution against each other. This can work well for SaaS businesses. For instance, consider a keyword like \u201cbest mobile banking app features.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"865\" height=\"395\" class=\"wp-image-176702\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keyword-metrics-relating-to-best-mobile-banking-a.png\" alt=\"Keyword metrics relating to &quot;best mobile banking app features&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keyword-metrics-relating-to-best-mobile-banking-a.png 865w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keyword-metrics-relating-to-best-mobile-banking-a-680x311.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keyword-metrics-relating-to-best-mobile-banking-a-768x351.png 768w\" sizes=\"auto, (max-width: 865px) 100vw, 865px\"><\/figure>\n\n\n\n<p>It\u2019s not the lowest difficulty score but rankings are achievable for a banking brand with some authority behind it.<\/p>\n\n\n\n<p>This is especially true when we consider that there\u2019s only one post that\u2019s loosely optimized for \u201cbest features\u201d and a 403 post ranking in position three:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"738\" height=\"487\" class=\"wp-image-176703\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-results-for-the-keyword-best-mobile-banking.png\" alt=\"SERP results for the keyword &quot;best mobile banking app features&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-results-for-the-keyword-best-mobile-banking.png 738w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-results-for-the-keyword-best-mobile-banking-644x425.png 644w\" sizes=\"auto, (max-width: 738px) 100vw, 738px\"><\/figure>\n\n\n\n<p>In either scenario, product vs. product or feature vs. feature, it\u2019s about positioning your brand as the only option so that when readers become ready to buy, they choose you over a competitor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_bsx4vf4x0ghd\"><\/a>2. Solution hijacking<\/h3>\n\n\n\n<p>One of my favorite MOFU content ideas is solution hijacking. It works by converting people who are already solution-aware\u2026 but for the wrong solution.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-176837\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/1-mofu-content.jpg\" alt=\"Decision tree indicating that solution hijacking is a good fit if a searcher is already solution aware but not for your solution.\" width=\"601\" height=\"454\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/1-mofu-content.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/1-mofu-content-563x425.jpg 563w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/1-mofu-content-768x580.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/1-mofu-content-1536x1160.jpg 1536w\" sizes=\"auto, (max-width: 601px) 100vw, 601px\"><\/p>\n\n\n\n<p>Your content should influence them to favor your product instead of the solution they already decided on.<\/p>\n\n\n\n<p>For example, Freshbooks used this tactic to convert people using Excel for accounting and bookkeeping. It created many pages offering Excel-based solutions and templates but with calls to action to try out their tool for&nbsp;free.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1015\" height=\"474\" class=\"wp-image-176705\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/freshbooks-content-offering-an-excel-invoice-temp.png\" alt=\"Freshbooks' content offering an Excel invoice template followed by a call to action to try Freshbooks for free.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/freshbooks-content-offering-an-excel-invoice-temp.png 1015w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/freshbooks-content-offering-an-excel-invoice-temp-680x318.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/freshbooks-content-offering-an-excel-invoice-temp-768x359.png 768w\" sizes=\"auto, (max-width: 1015px) 100vw, 1015px\"><\/figure>\n\n\n\n<p>In total, these pages deliver around 6,400 monthly organic traffic sessions.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1413\" height=\"671\" class=\"wp-image-176706\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-top-pages-report-for-all-of-freshbooks-pa.png\" alt=\"Ahrefs' Top Pages report for all of Freshbooks' pages optimized for Excel-related keywords.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-top-pages-report-for-all-of-freshbooks-pa.png 1413w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-top-pages-report-for-all-of-freshbooks-pa-680x323.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-top-pages-report-for-all-of-freshbooks-pa-768x365.png 768w\" sizes=\"auto, (max-width: 1413px) 100vw, 1413px\"><\/figure>\n\n\n\n<p>To try this out for your website, look for keywords that are about an alternative solution to yours but do not have a clear purchase intent (e.g., \u201cexcel invoice template\u201d if you run an accounting app). The intent bit is important, so don\u2019t skip&nbsp;it.<\/p>\n\n\n\n<p>If you\u2019re unsure of a particular keyword\u2019s intent, check out our AI-based \u201cIdentify Intents\u201d feature. It will give you a percentage breakdown of the keyword\u2019s dominant intents in the&nbsp;SERPs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1686\" height=\"856\" class=\"wp-image-176707\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/gif-showing-how-to-use-ahrefs-identify-intents-fe.gif\" alt=\"GIF showing how to use Ahrefs' Identify Intents feature for any keyword.\"><\/figure>\n\n\n\n<p>Here\u2019s why intent is an important qualifier.<\/p>\n\n\n\n<p>Let\u2019s consider Purple. It sells hybrid mattresses but also once had the following pages for other mattress types on its website:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"493\" height=\"742\" class=\"wp-image-176708\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-pages-on-purples-website-for-matters-type.png\" alt=\"List of pages on Purple's website for matters types that they do not sell.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-pages-on-purples-website-for-matters-type.png 493w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-pages-on-purples-website-for-matters-type-282x425.png 282w\" sizes=\"auto, (max-width: 493px) 100vw, 493px\"><\/figure>\n\n\n\n<p>These URLs have since been redirected but the fact remains, they wrote about stuff they don\u2019t&nbsp;sell.<\/p>\n\n\n\n<p>At first glance, these pages seem like a decent example of solution hijacking. However, they target commercial intent keywords that are too far down the funnel.<\/p>\n\n\n\n<p>For example, let\u2019s look at the keyword \u201cwaterbed.\u201d When you check out the SERP for it, it\u2019s clear that Google treats this as a bottom-of-funnel keyword. Shopping results are at the very top of the screen, and 92% of results are targeted at searchers looking to buy waterbeds.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1220\" height=\"717\" class=\"wp-image-176709\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-intent-identification-feature-for-the-keyw.png\" alt=\"Ahrefs' intent identification feature for the keyword &quot;waterbed&quot; indicates 92% of results have purchase intent.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-intent-identification-feature-for-the-keyw.png 1220w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-intent-identification-feature-for-the-keyw-680x400.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-intent-identification-feature-for-the-keyw-768x451.png 768w\" sizes=\"auto, (max-width: 1220px) 100vw, 1220px\"><\/figure>\n\n\n\n<p>So, looking at the performance of these pages, including the new ones they now redirect to, there\u2019s a big decline.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1105\" height=\"506\" class=\"wp-image-176710\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/declining-performance-graph-of-purples-content-ab.png\" alt=\"Declining performance graph of Purple's content about different mattress types.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/declining-performance-graph-of-purples-content-ab.png 1105w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/declining-performance-graph-of-purples-content-ab-680x311.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/declining-performance-graph-of-purples-content-ab-768x352.png 768w\" sizes=\"auto, (max-width: 1105px) 100vw, 1105px\"><\/figure>\n\n\n\n<p>It\u2019s unlikely Purple will be able to recover this traffic for these keywords unless it starts selling these types of mattresses.<\/p>\n\n\n\n<p>Key takeaway: Find keywords for alternative solutions to what you offer. But make sure they don\u2019t have such a strong purchase intent. Instead, you want to see a mixture of content types ranking, like a handful of blog posts and some product pages. That\u2019s a decent opportunity to consider.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_s2xc9zuhgrw3\"><\/a>3. Quizzes<\/h3>\n\n\n\n<p>Quizzes are a type of interactive content that provides answers or recommends solutions to users based on their responses to specific questions.<\/p>\n\n\n\n<p>Not all quizzes are part of the mid-funnel. For example, consider a skincare quiz.<\/p>\n\n\n\n<p>It\u2019s TOFU if it focuses on identifying your skin type. It\u2019s MOFU if it recommends the perfect skincare routine for your skin&nbsp;type.<\/p>\n\n\n\n<p>To find relevant opportunities, follow the same steps as above. Pop your main topic into Keywords Explorer, but this time filter for keywords including things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quiz<\/li>\n\n\n\n<li>Test<\/li>\n\n\n\n<li>What\u2019s my\u2026<\/li>\n\n\n\n<li>Find your\u2026<\/li>\n\n\n\n<li>Finder<\/li>\n\n\n\n<li>Recommended<\/li>\n<\/ul>\n\n\n\n<p>The few brands that do create quizzes usually don\u2019t know how to optimize them for SEO. For example, the current top-ranking page for \u201cskincare quiz\u201d has fewer than 100 words of optimized content:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"737\" height=\"736\" class=\"wp-image-176711\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/barefaceds-skin-quiz.jpg\" alt=\"Barefaced's skin quiz\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/barefaceds-skin-quiz.jpg 737w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/barefaceds-skin-quiz-426x425.jpg 426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/barefaceds-skin-quiz-120x120.jpg 120w\" sizes=\"auto, (max-width: 737px) 100vw, 737px\"><\/figure>\n\n\n\n<p>So optimizing the landing page is a very quick and easy win in most&nbsp;cases.<\/p>\n\n\n\n<p>As for creating the quiz itself, there are so many no-code platforms, like <a href=\"https:\/\/outgrow.co\/\">Outgrow<\/a>, that can make quiz-building a simple process. Or you can follow an infographic-style design, similar to <a href=\"https:\/\/www.healthline.com\/health\/beauty-skin-care\/skincare-quiz-whats-your-skin-type\">this piece<\/a> from Healthline.<\/p>\n\n\n\n<p>Either way, quizzes can attract thousands of visitors monthly and help them decide which of your products to&nbsp;buy!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1195\" height=\"541\" class=\"wp-image-176712\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-and-keyword-performance-gragh-for-heal.png\" alt=\"The traffic and keyword performance gragh for Healthline's skincare quiz indicating 5,537 organic traffic.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-and-keyword-performance-gragh-for-heal.png 1195w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-and-keyword-performance-gragh-for-heal-680x308.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-and-keyword-performance-gragh-for-heal-768x348.png 768w\" sizes=\"auto, (max-width: 1195px) 100vw, 1195px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_t96b2aynz3zc\"><\/a>4. Niche calculators<\/h3>\n\n\n\n<p>Like quizzes, calculators are a great MOFU strategy that can often be created with no-code tools. They\u2019re a great angle for MOFU content if the answer delivered by a calculator is essential for helping a searcher make a purchase decision.<\/p>\n\n\n\n<p>Finding opportunities is straightforward, per the above process. But this time, filter for words&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Calculate<\/li>\n\n\n\n<li>Calculator<\/li>\n\n\n\n<li>Ratio<\/li>\n\n\n\n<li>How much<\/li>\n\n\n\n<li>Formula<\/li>\n\n\n\n<li>Estimate<\/li>\n\n\n\n<li>Estimator<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s crazy just how underutilized this strategy is, especially by small businesses or niche websites.<\/p>\n\n\n\n<p>For example, the keyword \u201cneck injury settlement calculator\u201d has all the makings of a great SEO opportunity:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1781\" height=\"558\" class=\"wp-image-176713\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-neck-injury-settlement-c.png\" alt=\"Metrics for the keyword  \u201cneck injury settlement calculator\u201d per Ahrefs' Keywords Explorer.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-neck-injury-settlement-c.png 1781w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-neck-injury-settlement-c-680x213.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-neck-injury-settlement-c-768x241.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-neck-injury-settlement-c-1536x481.png 1536w\" sizes=\"auto, (max-width: 1781px) 100vw, 1781px\"><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Very low difficulty score<\/li>\n\n\n\n<li>Very few links are needed to&nbsp;rank<\/li>\n\n\n\n<li>Loads of search volume, especially on mobile<\/li>\n\n\n\n<li>Projected increase in searches<\/li>\n\n\n\n<li>Traffic potential is about 6x the monthly search volume<\/li>\n\n\n\n<li>Aaaaand the top-ranking page is not well-optimized for this keyword<\/li>\n<\/ul>\n\n\n\n<p>What a&nbsp;find!<\/p>\n\n\n\n<p>If your calculator is helpful enough and provides a great user experience, you may not even need to create all that much supporting content or build many links to help it&nbsp;rank.<\/p>\n\n\n\n<p>For example, let\u2019s check out <a href=\"https:\/\/www.highlandhardwoods.com\/flooring\/resources\/flooring-calculator\/\">this flooring calculator<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1168\" height=\"902\" class=\"wp-image-176714\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/example-of-highland-hardwoods-flooring-calculator.jpg\" alt=\"Example of Highland Hardwoods' flooring calculator.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/example-of-highland-hardwoods-flooring-calculator.jpg 1168w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/example-of-highland-hardwoods-flooring-calculator-550x425.jpg 550w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/example-of-highland-hardwoods-flooring-calculator-768x593.jpg 768w\" sizes=\"auto, (max-width: 1168px) 100vw, 1168px\"><\/figure>\n\n\n\n<p>It\u2019s simple, provides a great user experience, and is very helpful since you can calculate the floor space of multiple rooms in one&nbsp;go.<\/p>\n\n\n\n<p>It also doesn\u2019t have much content by traditional SEO standards (~100 words) or very many links (only 16) and yet, it brings in over 8,500 visitors a&nbsp;month.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"986\" height=\"441\" class=\"wp-image-176715\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-performance-of-highland-hardwoods-cal.png\" alt=\"The traffic performance of Highland Hardwood's calculator indicating 8,531 organic traffic per month.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-performance-of-highland-hardwoods-cal.png 986w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-performance-of-highland-hardwoods-cal-680x304.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-traffic-performance-of-highland-hardwoods-cal-768x343.png 768w\" sizes=\"auto, (max-width: 986px) 100vw, 986px\"><\/figure>\n\n\n\n<p>A helpful calculator like this gets people one step closer to purchasing, which makes it a great MOFU content asset to consider. There are so many untapped opportunities worth looking into, even for small or niche businesses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_pyv2cisffbtw\"><\/a>5. Scorecards<\/h3>\n\n\n\n<p>Scorecards are another type of interactive content designed to give the searcher a performance grade.<\/p>\n\n\n\n<p>For example, they start by asking questions, similar to a quiz, but the goal isn\u2019t to offer an immediate solution. It\u2019s to provide a score that helps a searcher identify potential problems they may need to&nbsp;fix.<\/p>\n\n\n\n<p>In other words, quizzes are great for developing solution-awareness, while scorecards are for people who may first need to develop problem-awareness and be eased into finding the right solution.<\/p>\n\n\n\n<p>Unlike quizzes and calculators, which both have very obvious search patterns, there are more nuances for finding scorecard-related keywords. You often can\u2019t filter for \u201cscorecard\u201d or similar. So try things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rate my<\/li>\n\n\n\n<li>How good is&nbsp;my<\/li>\n\n\n\n<li>How bad is&nbsp;my<\/li>\n\n\n\n<li>Checker<\/li>\n\n\n\n<li>Grader<\/li>\n<\/ul>\n\n\n\n<p>Anything that indicates the user wants their performance rated will suit a scorecard.<\/p>\n\n\n\n<p>For example, consider a keyword like \u201crate my resume\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"844\" height=\"449\" class=\"wp-image-176716\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-resume-per-ahref.png\" alt=\"Metrics for the keyword &quot;rate my resume&quot; per Ahrefs' Keywords Explorer.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-resume-per-ahref.png 844w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-resume-per-ahref-680x362.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-resume-per-ahref-768x409.png 768w\" sizes=\"auto, (max-width: 844px) 100vw, 844px\"><\/figure>\n\n\n\n<p>It\u2019s a great MOFU asset for a resume-building SaaS company or a resume services marketplace.<\/p>\n\n\n\n<p>If you have a PC-related ecommerce store, you could create a scorecard for \u201crate my PC\u201d searches where you recommend better components or mods to improve the user\u2019s current computer.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"444\" class=\"wp-image-176717\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-pc-per-ahrefs-k.png\" alt=\"Metrics for the keyword &quot;rate my pc&quot; per Ahrefs' Keywords Explorer.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-pc-per-ahrefs-k.png 848w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-pc-per-ahrefs-k-680x356.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/metrics-for-the-keyword-rate-my-pc-per-ahrefs-k-768x402.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\"><\/figure>\n\n\n\n<p>The opportunities are right there for the taking if you know where to&nbsp;look.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-176695-_48f2kn6ujp5k\"><\/a>6. Alternative assets<\/h3>\n\n\n\n<p>It\u2019s clear by now that content can take many forms. In many cases, the solution someone is looking for can\u2019t be delivered in a blog post, social post, or audiovisual format.<\/p>\n\n\n\n<p>That\u2019s where alternative assets can be a great solution.<\/p>\n\n\n\n<p>These are my favorite assets to create for most <a href=\"https:\/\/ahrefs.com\/blog\/b2b-seo-strategy\/\">B2B SEO campaigns<\/a>, especially if they\u2019re in a small vertical with few TOFU or BOFU searches. The mid-funnel becomes very lucrative in such&nbsp;cases.<\/p>\n\n\n\n<p>For example, you can consider alternative assets like spreadsheet templates for knowledge workers, CAD blocks for engineers, or wiring diagrams for electricians.<\/p>\n\n\n\n<p>There are many ways to find these types of opportunities. You can start by filtering your keyword list&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Common file extensions in your industry, like .jpg, .svg, .png, .psd, or .ai for designers.<\/li>\n\n\n\n<li>Words like spreadsheet, diagram, file, or blueprint.<\/li>\n\n\n\n<li>Industry-specific software like Revit for engineers, Canva for designers, and so&nbsp;on.<\/li>\n<\/ul>\n\n\n\n<p>For example, in a narrow B2B vertical like personal access door manufacturing, traditional keyword research techniques may not be enough. This is the entire list of keywords about the product, for instance:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"811\" height=\"875\" class=\"wp-image-176718\" style=\"width: 527px; height: auto;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-all-the-keyword-related-to-personal-access.png\" alt=\"List of all the keyword related to personal access doors in the United States per Ahrefs' Keywords Explorer.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-all-the-keyword-related-to-personal-access.png 811w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-all-the-keyword-related-to-personal-access-394x425.png 394w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/list-of-all-the-keyword-related-to-personal-access-768x829.png 768w\" sizes=\"auto, (max-width: 811px) 100vw, 811px\"><\/figure>\n\n\n\n<p>We can also forget TOFU blog posts. Answering questions like \u201cwhat is a personal access door\u201d that can now be handled by Google is often not worth the budget.<\/p>\n\n\n\n<p>And that\u2019s where creative thinking will be rewarded because, in this example, there\u2019s a hidden goldmine of opportunity for CAD blocks and design files for builders and architects.<\/p>\n\n\n\n<p>They often need CAD blocks for doors and surrounding elements like walls and windows.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"976\" height=\"679\" class=\"wp-image-176719\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-metrics-for-keywords-related-to-door-wall.png\" alt=\"Ahrefs' metrics for keywords related to door, wall and window cad files indicating 2,800 monthly searches.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-metrics-for-keywords-related-to-door-wall.png 976w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-metrics-for-keywords-related-to-door-wall-611x425.png 611w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ahrefs-metrics-for-keywords-related-to-door-wall-768x534.png 768w\" sizes=\"auto, (max-width: 976px) 100vw, 976px\"><\/figure>\n\n\n\n<p>Not only are there thousands of searches for stuff like this, but these are assets a door manufacturer probably already has on hand. And they may already share them with architects in their network anyway.<\/p>\n\n\n\n<p>So why not optimize its site for such opportunities with the goal of connecting to more architects?<\/p>\n\n\n\n<p>It\u2019s all about solving your audience\u2019s daily frustrations and building multiple touchpoints with them as you do so. When they\u2019re ready to buy, they\u2019ll likely think of you first before they even turn to Google.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176695-_6fi35rye2l78\"><\/a>Key takeaways<\/h2>\n\n\n\n<p>SEO opportunities have fundamentally changed and will continue to evolve as Google changes its interface.<\/p>\n\n\n\n<p>With fewer clicks going to websites from top-of-funnel and bottom-of-funnel searches, there\u2019s an untapped opportunity for SEO professionals to use the middle-of-the-funnel instead.<\/p>\n\n\n\n<p>But, to do so takes far more creativity and out-of-the-box thinking, especially if you\u2019re seeking opportunities your competitors haven\u2019t yet considered!<\/p>\n\n\n\n<p>If you have any examples of mid-funnel strategies that have worked wonders, feel free to share them with me on <a href=\"https:\/\/www.linkedin.com\/in\/despina-gavoyannis\/\">LinkedIn<\/a> anytime.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For instance, AI Overviews and the commoditized answers Google serves directly in search results mean fewer top-of-funnel clicks reach websites. There are also fewer clicks for bottom-of-funnel keywords as Google inserts itself in the conversion process. For example, if you<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":195,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[458],"class_list":["post-176695","post","type-post","status-publish","format-standard","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Mid-funnel Content Can Be Your Secret SEO Weapon<\/title>\n<meta name=\"description\" content=\"Google&#039;s recent UI changes have made TOFU opportunities less effective than ever. Here&#039;s why and how MOFU content can fill the gap.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/mid-funnel-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Mid-funnel Content Can Be Your Secret SEO Weapon\" \/>\n<meta property=\"og:description\" content=\"Google&#039;s recent UI changes have made TOFU opportunities less effective than ever. 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