What is design thinking ?
Design thinking is a human centered approach to problem solving that focuses on understanding people, defining real problems, exploring ideas, testing solutions and learning through iteration. It is commonly structured around five elements empathy, problem definition, ideation, prototyping and testing. Rather than starting with solutions, it starts with people and context.
For me, design thinking is not just a method used in workshops. It is a mindset that has gradually shaped how I approach challenges and decisions. Over time, it has strongly influenced the way I work as an seo and geo specialist, not by changing my tools, but by changing how I think.
Search is a human behavior
Behind every search query, there is a person trying to understand something, solve a problem or make a decision. Design thinking helped me move away from seeing search as a technical mechanism and start seeing it as a human action.
When someone searches on search engines like Google, they are not just typing words. They are expressing uncertainty, curiosity or urgency. By adopting a design thinking mindset, I focus less on the query itself and more on the situation that led to it.
This perspective naturally leads to more useful content and clearer experiences.
Empathy improves relevance
Relevance does not come from optimization alone. It comes from understanding.
Design thinking puts empathy at the center of every decision. It encourages me to imagine what the user already knows, what might confuse them and what would genuinely help them move forward.
When content is built with empathy, it feels easier to read, easier to trust and easier to use. This kind of relevance is not forced. It is earned.
From keywords to meaning
One of the most valuable lessons design thinking taught me is to spend more time defining the problem than rushing to solve it.
In search, it is easy to focus on keywords, formats and execution. Design thinking forces a pause. It asks what the real question is behind the words.
Very often, the true intent is not obvious. Understanding that deeper layer allows content to answer more than what is asked. It answers what is needed.
Designing for understanding
Visibility has little value if understanding is missing.
Design thinking pushes me to think about clarity, structure and flow. I ask myself whether the message is easy to grasp, whether the information is logically ordered and whether the reader can quickly find what matters to them.
This focus on understanding benefits both users and the systems that interpret content, especially in a context where language and meaning matter more than ever.
Iteration over perfection
Search environments change constantly. Design thinking accepts this reality instead of fighting it.
By encouraging testing and learning, it removes the pressure of getting everything right from the start. Improvement becomes continuous rather than final.
This approach makes my work more resilient and adaptable, which is essential in a field shaped by constant evolution.
Design thinking as a bridge between SEO and GEO
As generative systems increasingly influence how information is presented, design thinking becomes even more relevant.
Clear problem framing, coherent narratives and natural language are essential when content is interpreted and summarized by machines. Design thinking helps ensure that content is not only visible, but also understandable and trustworthy.
It shifts the focus from competition to contribution.
Collaboration changes outcomes
Design thinking values multiple perspectives. This has influenced the way I collaborate with writers, designers and developers.
Instead of working in silos, we align around the user. This shared focus creates more coherent experiences and stronger results.
Search performance improves not because of isolated efforts, but because everything works together.
A more responsible approach to search
Design thinking encourages respect. Respect for people, their questions and their time.
Rather than trying to manipulate systems, the goal becomes to serve users honestly and clearly. Over time, this approach builds trust and credibility.
Final thought
I love design thinking because it humanizes my daily tasks .
It reminds me that behind every search, there is a person looking for clarity. By combining analytical thinking with empathy and curiosity, design thinking allows me to practice SEO and GEO in a way that feels useful, responsible and aligned with the future of search. Want to know more about design thinking ? Learn more about David Kelley, one of the founding father of design thinking.
Yannick Dangoumba | SEO, GEO Specialist
