define Search Funnel

Definition:

Movement or path of searchers, who tend to do several searches before reaching a buy decision, that works from broad, general keyword search terms to narrower, specific keywords. Advertisers use the search funnel to anticipate customer intent and develop keywords targeted to different stages. Also refers to potential for switches at stages in the funnel when, for example, searchers start with keywords for a desired brand, but switch to other brands after gathering information on the category.