Introduction: Why AI Visibility Demands a New Funnel Approach
In the age of generative AI and answer engines, traditional SEO tactics are no longer enough. Marketers must now optimize content not only for Google search but for inclusion in AI-generated responses. This is where the GEO Conversion Funnel comes into play—a modern framework that aligns SEO strategy with AI visibility across every stage of the customer journey.
Created by Semrush Enterprise, the funnel is structured into three core stages:
- TOFU – Top of Funnel
- MOFU – Middle of Funnel
- BOFU – Bottom of Funnel
TOFU – Build Visibility with AI-Friendly Content
Goal: SEO: Build visibility | GEO: Win snippet spots in AI-generated answers
Search Intent: Informational
Traffic Potential: High
Conversion Rate: Low
Key Strategies Explained:
- Listicle Posts: Structured lists like “Top 10 Tools for…” that are easily parsed by AI engines.
- FAQ Schema: Structured question-and-answer format marked up with schema.org to enhance snippet eligibility.
- Topic Clusters: Interconnected articles around a core pillar topic that help AI understand context and depth.
- Intro Snippets: Concise introductory paragraphs that immediately answer key user questions.
- Educational Blogs: Informative, top-of-funnel content that builds authority and attracts organic visibility.
- Keyword Hooks: Strategically placed keywords in headings and intros that signal relevance to AI crawlers.
- Structured Answers: Bullet points and numbered lists that are easy for AI to extract and present.
- AI-Friendly Titles: Clear, direct headlines with relevant keywords tailored to natural language queries.
MOFU – Build Trust and Win AI Comparisons
Goal: SEO: Build trust | GEO: Own mid-funnel AI comparisons
Search Intent: Consideration
Traffic Potential: Medium
Conversion Rate: Moderate
Key Strategies Explained:
- Versus Pages: Pages comparing two or more products/tools to help users make informed decisions.
- Comparison Tables: Structured feature or benefit comparisons that AI can surface easily.
- Gated Templates: Downloadable resources behind email opt-ins to drive lead generation.
- Semantic Markup: HTML5 tags like
<section>and<article>to enhance content clarity for AI models. - Explainer Guides: In-depth how-to or educational pages that establish authority and answer complex queries.
- Snippet Targeting: Writing content in a format ideal for featured snippets and AI overviews.
- Header Consistency: Maintaining a logical heading structure (H1 > H2 > H3) to help AI understand page hierarchy.
- Query Matching: Aligning content with natural language questions users ask AI tools.
BOFU – Convert Leads and Influence AI-Driven Decisions
Goal: SEO: Convert leads | GEO: Influence final AI-driven decisions
Search Intent: Transactional
Traffic Potential: Low
Conversion Rate: High
Key Strategies Explained:
- ROI Calculators: Interactive tools that help users quantify the value of your product or service.
- Pricing Tables: Transparent and clear pricing displays to assist decision-making.
- Offer Schema: Structured data that highlights product availability, price, and discounts to AI systems.
- Fast Loading: Improving page speed to ensure better crawlability and ranking in AI-driven experiences.
- Demo Pages: Targeted landing pages designed to generate demo bookings or trials.
- Review Snippets: Customer reviews enhanced with structured data to appear in SERPs and AI answers.
- Testimonials Blocks: Curated social proof that builds trust and drives conversions.
- CTA Buttons: Clear and action-oriented calls-to-action that guide users toward conversion.
Conclusion: Content that Converts—And Gets Picked by AI
The GEO Conversion Funnel highlights a critical shift in modern SEO: it’s not just about ranking in search engines—it’s about being chosen by AI. By optimizing content structure, intent alignment, and technical elements, marketers can increase the likelihood of being surfaced in AI-generated responses across the funnel.
Whether you’re building awareness, nurturing consideration, or driving conversions, this framework helps your content serve users—and AI—more effectively.
