Traffic from Google searches is declining, and I know it firsthand because I’ve invested years in organic strategies. Seeing this shift in real-time is unsettling but also enlightening.
I’ve observed this change particularly in my SaaS clients. The educational, top-of-funnel (TOFU) content that once consistently drew traffic is losing steam. This isn’t due to declining quality; users simply don’t need to click anymore. AI Overviews are handling their queries.
This led me to a crucial choice: defend the old strategy or adapt to the new landscape. I decided to adapt.
Surprisingly, while informational content is getting fewer clicks, bottom-of-funnel (BOFU) content is not only steady but often driving more qualified leads.
This shift signifies a new understanding of value creation through search.
The pivot: Making BOFU the priority
My new approach focuses 60% to 80% of my efforts on bottom- and mid-funnel content. The rest fills in gaps with TOFU topics, supporting content clusters and timely industry discussions.
When I proposed this change to clients, I put it plainly:
- “You can choose between traffic and leads. If leads are your goal, here’s our path, though it may mean less traffic.”
I was transparent that traffic might dip, but conversions would likely increase. Clients saw the appeal of a qualified pipeline over mere traffic.
Comprehensive comparison guides and listicles aimed at high-intent queries are highly effective BOFU content.
Take, for example, a guide on the best time-tracking software for construction. I created a reusable review methodology for the client, addressing pros and cons transparently, including their product. This honesty builds trust with evaluating readers.
The guide was factual, precise, and targeted at decision-makers in the purchasing phase, not casual browsers.
In weeks, it became our most referenced article in LLM responses. Now a cornerstone piece, it often appears in conversion pathways, driving qualified leads.
That single piece outperformed a dozen previous informational posts in pipeline impact because it directly answers a buyer’s question.
Dig deeper: How to align your SEO strategy with the stages of buyer intent
TOFU isn’t dead; it just has a new role
Many SEOs see this as a binary choice. But I haven’t abandoned TOFU content; I’ve simply repositioned it.
TOFU now builds topical authority, supporting the ranking of BOFU pages. It’s the structure beneath the main act. Guides and educational content should:
- Support content clusters.
- Establish expertise in Google’s eyes.
- Pass link equity to BOFU pages.
We’ve revised top-performing TOFU pieces to connect directly to clients’ products, supported by screenshots and expert insights.
Calls to action were redesigned for context and strategically placed throughout the content, not just at the end.
These changes significantly increased visitor engagement with demo request pages, without altering the informational purpose.
The key is still producing valuable TOFU content but ensuring it has a unique perspective—something fresh and insightful.
Specificity in a sea of AI-generated content sets us apart.
Why this strategy excels in AI-driven search
Visitors from AI platforms arrive informed and ready to weigh options. This aligns with how AI Overviews serve search results.
AI Overviews are more frequent for informational than commercial queries. E-commerce searches trigger them less, safeguarding BOFU content for now, though commercial coverage is growing.
This change in behavior modifies what content performs well. As informational value diminishes with upfront answers, decision-stage content gains importance, aiding users in comparison and validation.
That’s why BOFU content thrives; it matches users’ decision-making phase, not just their search.
The time tracking software comparison piece is a prime example. It often appears in discussions on construction time tracking tools. While it might not always convert instantly, its impact is evident in branded searches and lead generation.
The attribution challenge to embrace
Here’s the dilemma: BOFU content’s true value often isn’t reflected in traditional analytics.
When someone discovers your solution via an AI response, then proceeds via direct or branded search to convert, it often appears as direct traffic in GA4, masking SEO’s role.
Therefore, I’ve guided clients to emphasize broader performance metrics, including:
- Trends in brand search volume.
- Citation frequency in LLM platforms.
- Increases in direct traffic post-publication.
- Conversions even with stable traffic levels.
The ROI of BOFU and LLM-focused content exceeds dashboard insights. Relying solely on immediate click metrics misses SEO’s true value creation.
Your playbook for transitioning to BOFU
Here’s a practical guide to capitalizing on this shift:
- Audit for BOFU gaps: Identify purchase-stage queries lacking coverage. These high-intent gaps offer quick opportunities.
- Create comparison content: Use a consistent review framework, openly address pros and cons for credibility and citations.
- Enhance leading TOFU articles: Incorporate product links, contextual CTAs, and expert testimony for dual-purpose content.
- Set up LLM tracking in GA4: Use regex segments to track AI referrer traffic and gain insights often overlooked.
- Refocus client metrics dialogue: Shift focus from traffic to lead quality and conversion rates, reflecting modern SEO’s impact.
AI Overviews have reshaped informational content economics.
This disruption opens strategic doors. BOFU content traditionally converts better, and AI highlights the need to focus on content that drives revenue rather than mere site visits.
The opportunity for strategic realignment is here, but it won’t last indefinitely.
Inspired by this post on Search Engine Land.
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