The Art Of Search Engine Optimisation

Mastering User Intent for Better Rankings and Engagement

When you think about Search engine optimisation (SEO) do you think about a technical, data-driven process driven by analytics and statistics or do you think of dark arts at play? A mystical world where only those with exclusive knowledge can perform their alchemy?

Over the years, SEO has gained a bad rap for being the home of scam artists and shysters who take your money and head off to the beach. How can you prove what work has been done? It’s a bit like taking your car to the garage—you have to trust the final bill and hope that genuine parts have been used to replace the failing ones rather than cheap Aliexpress knock-offs.

Gaining Google reviews is essential because building trust with your audience is such an integral part of online business. I discuss how to do that in this blog post.

People’s search patterns are influenced by their emotions, context, and personal needs, which makes discovering user intent challenging and rewarding.

Deciphering user intent requires creativity and empathy and is your key to unlocking more search engine traffic.

What’s more, the process and progress can be easily documented from start to finish using a combination of Google Sheets and Google Search Console, so there is no need for expensive SEO software to pay for. (Though if you prefer done-for-you solutions, check out my SEO management services).

The SEO process can be broken down into:

• Keyword research

• Identify target keywords that people are searching for

• On-Page SEO - Where you optimise your website content, structure, and technical elements to help search engines better understand and rank your pages.

• Off-Page SEO - The process of earning links from other reputable websites to signal authority and trust to search engines.

• Technical SEO

• Make sure your website is crawlable and has no roadblocks that stop the search engine from finding your website.

I like to call this overall process the art of search engine optimisation because that is what it is, an art. It’s the art of deciphering your user’s intentions and creating the perfect page for them at the exact moment they need it.

The Searcher’s Journey: Understanding User Intent

Picture this scenario: Sarah, a marketing manager for a boutique coffee roastery, sits at her desk on a Monday morning. She’s been tasked with improving the company’s online visibility, and she knows SEO is important, but she’s not sure where to start. Her search journey might look something like this:

Monday morning: “What is SEO?” (Informational) Monday afternoon: “SEO strategies for small businesses” (Informational/Commercial) Tuesday: “Best SEO tools comparison” (Commercial Investigation) Wednesday: “Buy Semrush subscription UK” (Transactional)

Each search reflects a different intent, and understanding this evolution is crucial for creating content that meets users exactly where they are in their journey.

1. Informational Intent

These searchers are in learning mode. They’re asking questions, seeking definitions, or trying to understand concepts. Keywords often include:

• “What is…”

• “How to…”

• “Why does…”

• “Guide to…”

Real-world example: When someone searches “how to brew perfect espresso,” they’re not ready to buy an espresso machine. They want knowledge. A coffee equipment retailer who creates a comprehensive brewing guide (with subtle product mentions) captures this traffic and begins building trust.

2. Navigational Intent

Users know exactly where they want to go; they’re just using Google as a shortcut. Examples include:

• “Facebook login”

• “Amazon UK”

• “BBC News”

• Brand names + specific services

Pro tip: Even if you’re not Amazon, ensure your brand appears for “[Your Company Name] + [Your Services]” searches. You’d be surprised how many businesses lose traffic because competitors rank for their brand terms.

3. Commercial Investigation

This is where things get interesting. Users are comparing options, reading reviews, and evaluating solutions. They search for:

• “Best [product] 2024”

• “[Product A] vs [Product B]”

• “[Service] reviews”

• “Top 10 [solutions]”

Opportunity alert: This is your chance to create comparison content that honestly evaluates options while highlighting your unique strengths.

4. Transactional Intent

The credit card is out. These users are ready to buy:

• “Buy [product] online”

• “[Service] pricing”

• “[Product] free shipping”

• “Discount code [brand]“

The Art of Intent Matching

Here’s where SEO becomes an art form. It’s not enough to identify intent; you must craft content that perfectly matches it. Case Study: The Plumbing Company That Got It Right

A local plumbing company was struggling to compete with national chains. Instead of targeting “plumber near me” (highly competitive, transactional), they created content for “why is my boiler making strange noises?” (informational, less competitive).

Their comprehensive troubleshooting guide included:

• Common boiler sounds and their meanings

• Which sounds indicate urgent problems

• Simple fixes homeowners could try

• Clear indicators of when to call a professional

Result? They became the go-to resource for boiler problems in their area. When readers needed professional help, guess who they called?

Context: the Hidden Layer of Intent

User intent isn’t just about keywords—it’s about context. Consider these factors:

Device Context

Mobile searchers often want quick answers or local results.”Pizza” searched on mobile at 8 PM probably means “pizza delivery near me now,” not “pizza dough recipe.”

Seasonal Context

“Gym membership” in January carries different intent than in July. Smart marketers adjust their content and offers accordingly. Geographic Context

“Football” means something entirely different in Manchester than in Miami. Understanding your audience’s location shapes everything from vocabulary to examples.

Emotions: the Unspoken Driver

Behind every search is a human with feelings, fears, and desires. Understanding emotional triggers transforms good SEO into great SEO. Fear-driven searches:

• “Is this mole cancerous?”

• “Signs my partner is cheating”

• “Will I lose my job to AI?”

Aspiration-driven searches:

• “How to start a successful business”

• “Get fit in 30 days”

• “Learn Spanish fast”

Problem-solving searches:

• “Fix iPhone black screen”

• “Remove red wine stain”

• “Stop dog barking at night”

Each emotional state requires a different approach. Fear needs reassurance, aspiration needs inspiration, and problems need clear solutions.

Creating Content That Resonates

Now that you understand intent, context, and emotion, here’s how to create content that truly connects:

1. Map Keywords to Intent Stages

Create a spreadsheet mapping your target keywords to intent types. This becomes your content roadmap:

• Informational: Blog posts, guides, FAQs

• Commercial: Comparison pages, case studies, demos

• Transactional: Product pages, pricing, special offers

2. Write for Humans, Optimise for Machines

Yes, include your keywords. But more importantly, answer the question behind the search. Google’s algorithms are increasingly sophisticated at recognising content that truly serves user needs.

3. Use the Right Format

• Informational searches often prefer detailed guides, videos, or infographics

• Commercial searches respond to comparison tables, pros/cons lists, and reviews

• Transactional searches need clear CTAs, trust signals, and easy navigation

4. Test and Refine

Use Google Search Console to see which queries bring traffic to your pages. Are they matching your intended keywords? If not, adjust your content to better serve the actual searches.

The Future of Search Intent

As AI becomes more prevalent in search, understanding human intent becomes even more critical. Voice search, visual search, and AI-powered assistants all rely on understanding not just what users say, but what they mean. Emerging trends to watch:

• Zero-click searches: Featured snippets satisfy intent without clicks

• Voice search nuances: “Hey Google, where can I buy…” vs typed searches

• Visual intent: Image searches revealing different intent patterns

• AI-predicted intent: Search engines anticipating needs before they’re expressed

Your SEO Homework

1. Audit your existing content: Does each page clearly serve a specific intent?

2. Research your audience: Survey customers about their search habits and pain points

3. Create an intent map: Plot your customer journey and identify content gaps

4. Test emotional angles: Try different emotional approaches and measure engagement

5. Monitor and adapt: Use analytics to refine your understanding continuously

The Bottom Line

SEO isn’t about gaming the system—it’s about serving your audience better than anyone else. When you truly understand what your users want, need, and feel, you create content that search engines can’t help but reward.

Remember Sarah from our earlier example? A month after her search journey began, her coffee roastery’s organic traffic had increased by 150%. Not through tricks or hacks, but by understanding and serving her audience’s true intent.

That’s the art of search engine optimisation: part science, part empathy, and completely focused on connecting the right content with the right person at the right moment.## Ready to Master SEO for Your Business?

Understanding search intent is just the beginning. Whether you need help with:

• Professional SEO Campaign Management - Let me handle your entire SEO strategy

• SEO Copywriting Services - Content that ranks and converts

• Business Growth Packages - Complete digital marketing solutions including SEO

I’ve been mastering the art of SEO since 1998. Let’s discuss how to get your business found by the right customers. Call Tony on 01952 407599 for a no-jargon chat about your SEO goals.

Now it’s your turn. What intent will you serve today?