The Art of SEO: From Information to Transaction


If there’s one acronym that seems to inspire more headaches than any other, SEO is probably it.

Search engine optimization has evolved significantly over the past decade and The Art of SEO: Mastering Search Engine Optimization aims to reveal that writing for SEO is more than just keywords and repetition–

It’s an art.

Just as a novelist writes for a specific audience, so too does the SEO writer.

Here are a few questions to ask before starting out:

  • How does your target audience think about your product?
  • How do they talk about it?
  • And then, finally, how do they search for it?

If you can clearly answer these questions then you’re well on your way to crafting a focused and effective online presence.

Three Types of Searches

The Art of SEO explains that there are 3 main searches users carry out:

  1. Navigational Queries
  2. Informational Queries
  3. Transactional Queries

Over 80% of searches are informational in nature, and these searches are generally considered to be low in value. While you shouldn’t ignore these searches when developing your SEO strategy, you should be aware that these searches, on a case by case basis, don’t have the same value potential as a transactional query…


Imagine that you’re curious about a new product or trend. What would your first step be? For example, if you were interested in B2B copywriting, you might simply search, well, just that.

This is an example of an informational queryEventually, however, informational queries become transactional queries as users discover what their own needs are. 

Knowing that informational queries lead to transactional queries, you can then begin to craft content that creates a natural sales funnel!

How do you do this?

First, develop content based on informational searches. As The Art of SEO notes, if you can reach your audience when they’re first learning about a topic, you have a chance to shape their future searching–and buying–decisions.

For example, if you’re selling a CRM product, write a short article explaining what CRM is, or what the benefits are of using CRM (other informational sources could be white papers, webinars, FAQS, product reviews–anything that can be looped back to your product).

The various kinds of informational articles that you can write are nearly endless…but the trick is write articles that speak to your specific audience.

Once you can speak to your audience, you can sell to your audience.

This is the first article in a series that investigates the lessons within The Art of SEO: Mastering Search Engine Optimization.



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