How Canva Optimizes SEO at Every Funnel Stage

Introduction

Canva’s SEO success is built on a smart sales funnel targeting different demographics, from students to teachers. By creating content for every phase—ToFu, MoFu, and BoFu—Canva drives traffic and converts visitors into users.

Canva’s Funnel Mechanism

Canva’s content marketing is built on one of the most well-put-together sales funnels we’ve seen. They target a specific audience for most of their content, and eventually create content for every phase of ‘Purchasing Consciousness’.

Let’s see a couple of examples to clarify this-
As a DIY design tool, Canva caters to a wide range of target audience demographics. The list includes teachers, students, job seekers, authors/publishers, etc.

For each of these demographics, Canva’s created a mix of blog posts, templates, create pages, events, and tutorials to touch all of the three funnels- ToFu(top of the funnel), MoFu(middle of the funnel), and BoFu(bottom of the funnel.

Let’s pick up the ‘Students’ as the first demographics and look at the Funnel distribution-

Top of the Funnel

-30 Inspiring Quotes for Students ; URL: https://www.canva.com/learn/30-inspiring-quotes-students/ ; Total Keywords: 27,245; Total Traffic: 113,888; Total Backlinks: 1,610
-10 Techniques to Help You Win the Student Council Election; URL: https://www.canva.com/learn/10-techniques-to-help-you-win-the-student-council-election/ ; Total Keywords: 1,548; Total Traffic: 1,063; Total Backlinks: 86
-10 Ways to Market Your Student Club on Campus ; URL: https://www.canva.com/learn/10-ways-to-market-your-student-club-on-campus/ ; Total Keywords: 231; Total Traffic: 84; Total Backlinks: 104
-How to Raise Money for Your Student Project ; URL: https://www.canva.com/learn/how-to-raise-money-for-your-student-project/ ; Total Keywords: 45; Total Traffic: 5; Total Backlinks: 3
-17 Study Tips to Help You Stay Focused ; URL: https://www.canva.com/learn/17-study-tips-to-help-you-stay-focused/ ; Total Keywords: 1,056; Total Traffic: 1,961; Total Backlinks: 249
-Foster Student Collaboration with Canva for Education ; URL: https://www.canva.com/events/foster-student-collaboration-with-canva-for-education/ ; Total Keywords: 0; Total Traffic: 0; Total Backlinks: 0

Middle of the Funnel

-How to Make Your Assignments Look More Professional ; URL: https://www.canva.com/learn/how-to-make-your-assignments-look-more-professional/ ; Total Keywords: 80; Total Traffic: 90; Total Backlinks: 14
-20 Eye-Catching Ideas for Study Notes ; URL: https://www.canva.com/learn/20-eye-catching-ideas-study-notes/ ; Total Keywords: 670; Total Traffic: 1,740; Total Backlinks: 159
-Students ; URL: https://www.canva.com/learn/students/ ; Total Keywords: 494; Total Traffic: 10,113; Total Backlinks: 368
Average ; Total Keywords: 415; Total Traffic: 3,981; Total Backlinks: 180

Bottom of the Funnel

-Student Certificates Templates ; URL: https://www.canva.com/certificates/templates/student/ ; Total Keywords: 374; Total Traffic: 3,134; Total Backlinks: 241
-Student Business Cards Templates ; URL: https://www.canva.com/business-cards/templates/student/ ; Total Keywords: 69; Total Traffic: 302; Total Backlinks: 15
-Student Portfolio Templates ; URL: https://www.canva.com/student-portfolio/templates/ ; Total Keywords: 80; Total Traffic: 656; Total Backlinks: 0
-Student Templates ; URL: https://www.canva.com/templates/s/student/ ; Total Keywords: 23; Total Traffic: 475; Total Backlinks: 0
-Student Planners Templates ; URL: https://www.canva.com/planners/templates/student/ ; Total Keywords: 162; Total Traffic: 492; Total Backlinks: 0
-Study Templates ; URL: https://www.canva.com/templates/s/study/ ; Total Keywords: 152; Total Traffic: 978; Total Backlinks: 12
Average ; URL: N/A ; Total Keywords: 143; Total Traffic: 1,037; Total Backlinks: 45

See Funnel Distributions For Teachers, Job Seekers, Authors/Publishers: https://docs.google.com/spreadsheets/d/1Z0ggH_ax659RgLpyhDU51nNzszpXf0H5r_vaKF-c6JE/edit?usp=sharing

Which Funnel Is Most Successful for Canva in SEO?

Usually, we know that ToFu content gets the most visitors from SEO. But with Canva, they’ve got an advantage of the HUGE SEARCH audience who searches for ready-made design templates.

By all means, this is the single best leverage they’ve got in SEO.
And that’s why, across all of their demographics, they’re fetching more SEO traffic with BoFu content (mostly).

Here is a glimpse-

For Teachers-
Top SEO Contents Across All Funnels-
ToFu: https://www.canva.com/learn/30-inspiring-quotes-for-teachers/
SEO Traffic: 26k/mo
MoFu: https://www.canva.com/designschool/tutorials/canva-for-teachers/
SEO Traffic: 5k/mo
BoFu: https://www.canva.com/create/class-schedules/
SEO Traffic: 50k/mo

For Job Seekers-
Top SEO Contents Across All Funnels-
ToFu: https://www.canva.com/learn/cover-letter-examples/
SEO Traffic: 3.8k/mo
MoFu: https://www.canva.com/learn/resume-fonts/
SEO Traffic: 6.2k/mo
BoFu: https://www.canva.com/resumes/templates/
SEO Traffic: 111k/mo

For Publisher/Creators-
Top SEO Contents Across All Funnels-
ToFu: https://www.canva.com/learn/canva-book-creator-partnership/
SEO Traffic: 230/mo
MoFu: https://www.canva.com/learn/book-cover-ideas/
SEO Traffic: 3.2k/mo
BoFu: https://www.canva.com/create/book-covers/
SEO Traffic: 36.3k/mo

Among 4 demographics we looked at, the only exception was found with the students, where the order of most SEO traffic goes from ToFu to MoFu to BoFu-

For Students-
Top SEO Contents Across All Funnels-
ToFu: https://www.canva.com/learn/30-inspiring-quotes-students/
SEO Traffic: 113k/mo
MoFu: https://www.canva.com/learn/20-eye-catching-ideas-study-notes/
SEO Traffic: 1.7kk/mo
BoFu: https://www.canva.com/certificates/templates/student/
SEO Traffic: 3.1k/mo

Conclusion

By focusing on every stage of the buyer's journey, Canva dominates SEO, especially through BoFu content. Their funnel-based strategy offers a valuable blueprint for those looking to enhance organic reach and conversions.
This short article is a part of our main blog post which you can find here: https://rankwizards.co/canva-seo-content-strategy/