When doing research using a Search Engine a user will search using multiple keyword searches, not just one. The research starts with a broad range keyword and ends with a more long-tailed and defined key phrase. Example of a search funnel: A woman looking for a bag. Research will start with: "bags" ---> "luxury bags" ---> "black luxury bags" ---> "black luxury bag louis vuitton" ---> "black luxury bag louis vuitton 2012 model" The search funnel ends with "black luxury bag louis vuitton 2012 model" and thats the conversion keyword. But that doesn't mean the other keywords in the funnel were useless. On the contrary there are always opportunities along the search funnel. Search Funnels determine what keywords were used in finding a service or product; which keyword was first used and which keyword was ultimately used in converting that User into a Customer. Understanding the hierarchy of the keywor...