SEO content is often sold as a full-funnel digital marketing solution, meaning that SEO content should reach users at the top, middle, and bottom of the sales funnel. This is only true in certain situations. For the majority of companies, SEO should be used in a very specific place in the marketing funnel.
Brands that understand this can harness the power of SEO to move the needle and funnel users down to a conversion or sale, even if that sale/conversion doesn’t come directly from SEO. This is particularly true for brands that sell high-ticket products, especially B2B companies.