Research is often treated as a simple acquisition channel. In reality, it permeates the entire sales funnel.
By 2026, understanding where research really stands — and what role it plays at each stage — becomes a major strategic advantage for aligning marketing, sales, and profitability.
Simple definition: research is not a channel
Search is not a marketing channel, it's a behavior.
The same individual can use research to understand a problem, compare options, or validate a decision. The role of research changes according to the prospect's level of understanding, not according to the tool used.
Research goes through the funnel, it is not limited to it.
Why the majority of SEO and GEO strategies fail
An overly simplistic interpretation of the intention
Many companies associate research with an intention to buy immediately. This view is simplistic and creates unrealistic expectations.
A confusion between volume and value
Attracting a lot of traffic does not mean attracting the right people, at the right time, for the right business objectives.
A disconnect with profitability
When research is not linked to LTV and CAC, it becomes a cost center rather than a strategic asset.
Top-of-the-funnel (TOFU) research
Who are we really targeting?
At TOFU, the goal is not to sell. We are targeting a qualified persona , but one that is not yet in the market.
These individuals:
- feel a problem or friction
- seek to understand, not to buy
- suppliers are not yet comparing
The role of research in TOFU
The research is used to:
- structuring the understanding of the problem
- influencing the mindset of the future buyer
- prepare for more profitable future decisions
At TOFU, research reduces the future CAC.
Middle-of-funnel (MOFU) research
The intention becomes active
At MOFU, the prospect is aware of their problem and begins to explore options.
- comparison of approaches
- evaluation of compromises
- search for credibility
The role of research at MOFU
The research is used to:
- to capture a real intention
- filter out misaligned prospects
- improve the conversion rate
At MOFU, research improves commercial efficiency.
Bottom-of-the-funnel (BOFU) research
The brand becomes central
Contrary to popular belief, research is still present at BOFU, but its role is changing.
It is used for:
- validate a decision
- reduce perceived risk
- confirm the brand's credibility
Why the brand dominates at BOFU
At this stage, the prospect is rarely looking for "the best supplier." They are looking to reassure themselves about their choice.
At BOFU, research protects and increases LTV.
Linking research to business objectives
TOFU: long-term investment
- reduction of the future CAC
- increase in the quality of demand
MOFU: short and medium term efficiency
- best conversion rate
- best qualification
BOFU: Maximizing Customer Value
- LTV increase
- friction reduction
A successful research strategy aligns each step with a specific business objective.
What research is not
- it's not just a traffic generator
- This is not a lever exclusively for BOFU.
- This is not a promise of immediate sales.
Common mistakes to avoid
Measure all research using the same KPIs
Each level of the funnel has different objectives.
Optimize for volume rather than for value
Volume rarely attracts the best customers.
Ignoring the role of the brand
Without a strong brand, BOFU research becomes fragile.
Key points to remember
The research goes through the business funnel.
Its role changes depending on the prospect's maturity.
It must be aligned with the LTV and the CAC.
Conclusion: Research as a strategic asset
By 2026, high-performing companies no longer see research as a channel, but as a strategic asset that prepares, filters, and secures growth.
Understanding where search is in the funnel is the basis of a truly profitable SEO and GEO strategy.
