If you’ve been involved in SEO or digital marketing communities lately, then there’s a good chance you’ve heard the new “buzzword” making the rounds: SXO. But what is SXO and what does Search Experience Optimisation stand for? At first glance, it’s simply going to sound like the latest hype, the next wave of rebranding, marketing jargon or go-to abbreviation. But once you understand the meaning behind SXO, you realise it’s actually an evolution of thought in the search engine optimisation and web experience process, potentially a long overdue one at that.
The Transition to SXO
Traditional SEO (Search Engine Optimisation) has always had one clear goal, making pages rank higher in search results. Keyword optimisation, link building strategies, page speed optimisation, mobile friendliness, have built up the core of SEO techniques over the years. And amazingly, for decades, that was enough. Businesses could optimise sites solely for what the search engines needed, pretty much not caring too much about what people ultimately found after following through from the search engine to their website itself.
But search engines, especially Google, have become smarter. Algorithms revolve more and more around the needs of the user rather than just the pleasing of data points. It no longer suffices to get someone to your site; you must now keep them there, keep them active, and ideally, convert them. That is where SXO comes into the picture.
In May 2024, there was a huge leak of Google’s internal documents that provided insights into how the company’s search ranking algorithms work. These documents, certified as authentic by Google, revealed several factors that influenced search rankings, some of which were not previously known until then. In particular, relating to SXO, it was noted that:
User Engagement Metrics Influence Rankings:
The leaked documents highlighted that Google considers various user engagement metrics, such as click-through rates and dwell time, in its ranking algorithms. Metrics like “goodClicks,” “badClicks,” “lastLongestClicks,” and “unsquashedClicks” were mentioned, indicating that how users interact with search results can impact a page’s ranking.
Chrome Browser Data Usage:
Contrary to previous statements, the documents suggested that Google utilises data from its Chrome browser to assess page quality and user engagement, influencing search rankings.
Demotion Factors for Poor User Experience:
Certain factors, such as “anchor mismatch,” were identified as potential demotion signals, penalising pages that provide a subpar user experience or misleading content.
This information has since driven the pairing of SEO and SXO techniques for digital marketers focusing efforts on understanding a deep wealth of knowledge around user intent, user experience (UX) and optimising user journeys. Its about creating a fluid, enjoyable journey from query search through to action, whether the action is a sale, a signup, or just to find the right piece of information.
Key SXO Elements
SXO involves a few interrelated pieces:
Search Intent Alignment:
This might sound insignificant, but it’s usually neglected. Search intent refers to the reason for a search. Somebody searching for “best running shoes for flat feet” isn’t looking for a list of every running shoe; they’re seeking suggestions, in particular for flat feet, in this case. SXO involves seeing that subtlety and delivering exactly what the user wants. A separate ad with defined text relating to the search, clear messaging talking directly to that specific audience.
On-Page Experience:
Once someone clicks through to your site, what happens? Is the page easy to use? Does it load quickly? Is the content laid out in a logical way? In an SXO frame of mind, you think about your site as a living room: is it inviting, clear, and not cluttered, Would you like to spend in here?
Content Quality and Relevance:
Content is king, but only if it is actually useful. You can fill a page with 2,000 words, but if they’re filled with fluff and don’t give the the answer they require, they’ll bounce. In todays world, this is more important than ever, with reduced engagement and focus levels, capturing a users attention quickly is key. SXO encourages brief, focused, actually helpful content.
Conversion Optimisation:
Ultimately, you want to make people do something, buy, book a consultation, sign up for a newsletter. SXO ensures calls-to-actions are prominent, compelling, and organically part of the user experience.
Feedback Loops and Ongoing Improvement:
SXO is not a do-it-once project. It’s an ongoing process. You must monitor behaviour (using tools like heatmaps, analytics, and user testing), make conclusions, and continuously make adjustments. Tracking data is important to understanding your customers and how to connect with them,
Why SXO Is More Crucial Than Ever
You could argue that SXO isn’t new at all, good digital marketers have always cared about user experience. That’s true, to an extent. But what’s changed is how much it now matters.
First, expectations from the user have skyrocketed. People are used to apps and pages that are really pretty, super-fast, and breathtakingly simple to navigate. If your page is anything less than, well…. incredible, users will leave in the flash of an eye.
Second, search engines are incorporating engagement metrics into their algorithms, this is a fact! If people bounce rapidly or don’t interact with a page, it tells Google that perhaps the result isn’t a good match for their search term. Over time, that can damage your rankings, regardless of how well optimised your meta tags, header tags are and how many backlinks you have.
And last but not least, competition has never been stronger. In practically every niche, users have dozens (sometimes hundreds) of options. SXO sets your site apart, not only by getting you noticed, but by delivering a better experience in general. In turn, this will create a deeper connected feeling between your user and your brand, ultimately creating a returning and on-going customer base.
Getting Started with SXO
If you have no idea where to start, the good news is that you don’t have to leave all the knowledge you’ve built up on SEO. Instead, think of SXO as an extension, SEO plus UX, with a solid understanding of the “why”. Combining SEO and SXO skills, sets your business up with a clear customer acquisition strategy for the long-term.
Here are a few practical next steps:
– Review your existing content for relevance to user intent. Ask yourself: Does this page actually answer the questions that brought users here?
– Improve site speed and mobile responsiveness. These are no-longer “nice to have”.
– Simplify navigation so that users can access what they’re searching for in as few clicks as possible.
– Use clear, compelling calls-to-actions, and make sure they occur naturally within the page flow.
– Collect feedback, whether in the form of surveys, user testing, screen recording or heatmaps. By prepared to make data driven decisions that drive change.
The Bottom Line
Search Experience Optimisation isn’t a trend. It’s a sign of where the overall web experience is going. Search engines are trying to mirror what real users want, and businesses that understand this, in its simplest form, will be the winners.
In the end, SXO is all about respect, respecting your audience’s needs, intelligence, and time. If you respect them in that way, the conversions, the rankings, and the loyalty will take care of themselves.
If you are looking for help, advice and guidance on your SEO or SXO journey, contact us for more information on how we might be able to work together.
