The SEO Content Funnel
5 stages optimized for AI search in 2025
Building Topical Authority with Content Clusters
Online Location
- Schema-rich websites
- Crawlable blogs & landing pages
- Technical SEO + site structure
KPIs
- Indexation rate
- Crawl health
- Zero-click impressions
Make content visible to crawlers + LLMs
Strategy
- Nail technical SEO: schema, fast load, clean structure
- Target long-tail + question-based queries
- Ensure AI engines can "read" your pages
Online Location
- Expert blogs with lived experiences
- Case studies, frameworks, benchmarks
- Authors profiles linked to reputation
KPIs
- AI citations in answers
- Mentions on trusted sites
- Engagement on expert content
Build trust that humans + AIs recognise
Strategy
- Publish original insights, not rewrites
- Showcase proof: screenshots, data, real examples
- Align with E-E-A-T: experience, expertise, authority, trust
Online Location
- FAQs, explainers, comparison posts
- Forums & community Q&A (Reddit, Quora)
- Structured content hubs
KPIs
- AI snippet appearances
- Retrieval frequency by LLMs
- Volume of AI snapshot citations
Optimise for retrieval + citations
Strategy
- Structure content to mirror AI prompts
- Use lists, FAQs, and comparison tables
- Create "evergreen explainers" AIs can consistently cite
Online Location
- Mid-bottom funnel SEO (buyer guides, pricing)
- Interactive tools (calculators, quizzes)
- AI-enhanced chatbots on landing pages
KPIs
- Demo requests / form fills
- Branded search volume
- Tool usage + downloads
Turn visibility into high-intent signals
Strategy
- Optimise for high-intent queries
- Add interactive proof points AIs can surface
- Showcase case studies + structured data for trust
Online Location
- Public data sources (Wikipedia, Crunchbase, etc.)
- Social platforms where AI scrapes (LinkedIn, YouTube)
- Owned knowledge hubs
KPIs
- Recurring AI mentions
- Domain authority + external trust signals
- Content refresh rate
Keep content cited, refreshed, and remembered
Strategy
- Refresh top content quarterly for AI training cycles
- Publish on trusted, high-crawl platforms
- Track prompts + citations, then double down where AIs pull from most
Frequently Asked Questions
What is topical authority and why does it matter for this funnel?
Google officially introduced "topic authority" in May 2023. Search in 2025 is all about depth—Google and AI features aren't scanning for keywords; they're looking for signs you fully understand your topic. Topical authority means comprehensively covering a subject area through pillar pages and cluster content. This funnel builds authority systematically, stage by stage.
How many topics should be in a content cluster?
Aim for 10-30 topics in a mature cluster. Best practices include: starting with one high-impact service cluster and building it to maturity, publishing the pillar and 6-10 supporting pages before expanding, and refreshing content quarterly. Quality over quantity—a deep cluster outperforms scattered content across many topics.
Why do first-page results average 1,400 words?
Content depth matters: search engines reward websites that show detailed knowledge of their topics. Rankings depend on how well you cover each subject. 1,400 words isn't a magic number—it's an indicator that comprehensive content wins. But avoid fluff: every word should provide value. A generic content approach goes against Google's E-E-A-T guidelines.
How do content clusters align with funnel stages?
Top-funnel guides should feed mid-funnel comparisons, which link to bottom-funnel service pages and case studies. Comprehensive pillar pages capture searchers at awareness (Access stage). Cluster pages provide value on subtopics, catering to Consideration (Authority, Visibility stages). Conversion pages target high-intent users (Engagement stage).
What's the difference between keyword SEO and topic SEO?
SEO pros are organizing content around topic clusters instead of mere keywords. At the center are pillar pages covering broad topics, supported by a network of linked articles on related subtopics. This sends clear semantic signals to search engines. Think topics, not isolated keywords—this is how AI evaluates your site's authority.
How does E-E-A-T integrate with this funnel?
E-E-A-T (Experience, Expertise, Authoritativeness, Trust) should be embedded at every stage. Conducting your own testing demonstrates firsthand experience—stronger than citing others' studies. Create author bio pages with specific credentials. Implement fact-checking processes for all content. A perspective-driven approach with information gain beats generic content production.
How do I group content for maximum impact?
Group content into silos organized by business goal or funnel stage (awareness, comparison, purchase). This improves site navigation, helps Google understand your topic clusters, and helps users find what they're looking for. Tie internal links to user journeys rather than just keywords—each link should move users logically through your funnel.
How do I measure content funnel effectiveness?
Track stage-specific metrics: Access (indexation rate, crawl health), Authority (AI citations, backlink growth), Visibility (snippet wins, LLM retrieval frequency), Engagement (demo requests, branded search volume), Momentum (content refresh rate, recurring AI mentions). Use Google Search Console for SEO metrics, and tools like Peec AI for AI citation tracking across stages.
The CITE Framework™ for Content Funnels
Need Help Building Your SEO Content Funnel?
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