By funnel stage and intent
Want to see how your content performs at each stage of the customer journey? Grouping by funnel stage helps you understand whether your awareness content is attracting the right people, your consideration content is building trust, and your conversion pages are driving action.
Use Content Groups for URL-based funnel stages
If your site has a clear URL structure that maps to funnel stages, Content Groups are your best bet. They're perfect when your top-of-funnel content lives in one subfolder (like /blog/) and your bottom-of-funnel pages live in another (like /products/).
Common URL patterns by funnel stage:
Top-of-funnel (TOFU):
/blog/,/guides/,/resources/,/learn/Middle-of-funnel (MOFU):
/case-studies/,/compare/,/vs/,/alternatives/,/products/,/features/Bottom-of-funnel (BOFU):
/pricing/,/demo/,/contact/,/signup/,/free-trial/
To set this up, create a Content Group for each stage using simple patterns or regex. For example, create a "TOFU Content" group that captures /blog/ and /guides/, then create separate groups for MOFU and BOFU content.
If your funnel stages span multiple subfolders, use regex to combine them into one Content Group. For instance, a regex pattern could capture both /features/ and /products/ under a single MOFU group.
For the full setup walkthrough, see Content groups.
Use Topic Clusters for intent-based funnel stages
When funnel stages are defined by keyword intent rather than URL structure, Topic Clusters work better. This approach groups keywords by the searcher's goal—whether they're learning, comparing, or ready to buy.
Intent-based keyword themes by funnel stage:
Top-of-funnel awareness: "how to," "what is," "guide," "tips," "best practices"
Middle-of-funnel consideration: "vs," "compare," "alternative," "review," "top 10"
Bottom-of-funnel conversion: "pricing," "demo," "trial," "buy," "signup," "get started"
Create a Topic Cluster for each funnel stage by adding intent-based keywords separated by commas. For example, a "TOFU Keywords" cluster might include: how to, what is, guide, tutorial, tips.
For detailed setup steps, see Topic clusters.
Combine both approaches for deeper insights
The most powerful funnel analysis often uses both Content Groups and Topic Clusters together. Here's why:
Content Groups show you how a section of your site (like your blog) performs as a whole.
Topic Clusters reveal whether the right intent is showing up across your entire site, regardless of where those pages live.
For example, you might notice your TOFU Content Group is growing, but your TOFU Keywords cluster is flat. That could mean your blog is attracting traffic, but not for the awareness queries you want—worth investigating.
What to look for after you've grouped by funnel stage
Once your groups are set up, filter your dashboard by each funnel stage and look for these patterns:
TOFU growing, MOFU flat: You're attracting attention but not nurturing people to the next stage. Review your internal links and calls-to-action.
MOFU declining: Comparison and consideration content may need updating, or competitors might be outranking you for key comparison terms.
BOFU strong impressions, low clicks: Your conversion pages are visible but not compelling. Test better meta descriptions or clearer value propositions.
Grouping by funnel stage is most useful when you're actively optimizing your funnel. If you're just getting started with content strategy, begin with broader groupings like blog vs. product pages, then refine as your strategy matures.
Next steps
After grouping your content by funnel stage, use those groups to spot opportunities and prioritize updates. For more grouping strategies, see the overview on grouping and tracking content performance.