Deal with SXO or Search eXperience Optimization

SEO (Search Engine Optimization) is now inseparable from the user experience. Here the term SXO takes on its full meaning. Here’s everything you need to know.

Definition: What is SXO or Search eXperience Optimization?

SXO, acronym for Search Experience Optimization, can be defined as a marriage between SEO and UX (User eXperience). The technique consists of integrating UX problems into the SEO strategy. In other words, user experience is more taken into account in search engine optimization actions. It is even an element of the staircase.

SXO emerged in response to the evolution of natural referencing criteria to improve a website. If before page performance was mostly measured by keyword density in content, today search engine algorithms target primarily the interest of Internet users.. The entire website is evaluated, so it is necessary to optimize the user path and ensure customer satisfaction. The approach improves the company’s brand image and increases the conversion rate. According to the Pandaseo site, 1 second of load time leads to 7% less conversion. In addition, 68% of internet users would leave the site due to a poor user experience according to Youand infographics; numbers that make you think.

What elements should be worked on in the SXO approach?

Just like SEO, SXO requires long-term operation and regular updates on changing trends. In particular, it is necessary to ensure that technical optimizations are carried out:

  • Reduce page load time as much as possible;
  • Set up a “responsive” page, that is, accessible from any terminal;
  • Offer a secure site (in “https”), guaranteeing quality;
  • Structure data and optimize meta tags.

It is also necessary to take care of optimizing the content in the SXO approach by improving their performance, their relevance as well as readability. For example, it is important to integrate chapôs at the top of the page to introduce content, to properly label texts (H2, H2, H3…), possibly add a summary, questions… Finally, navigation must be ergonomic, fluid and intuitive to facilitate the journey of the user. The internal network must also be designed to encourage extended site visits. An interesting addition is the “call to action” (CTA) buttons. Various benefits will result from this SXO strategy, such as increasing click-through rates and therefore potentially improving search engine rankings, increasing time spent on a website, the number of conversions, or even reducing rejection rates.

SEO and SXO: two inseparable concepts?

If SXO is relatively new compared to SEO, these two terms seem inseparable today. Indeed, more than ever, the user experience has become essential for the Google giant and is one of the main reference criteria. Loading speed, interactivity, visual stability, mobile adaptability and secure browsing will continue to be a concern. SEO experts know this and are increasingly being trained in practice. It is certain that SXO stakes will continue to escalate in the future. To be continued…

(Photo credit: iStock)

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