SXO (Search Experience Optimization) is a set of activities aimed at improving the user experience when searching for information and navigating the website. It is a combination of promoting the website in the search engine (SEO), improving the usability of the website and landing pages for the user (UX) and conversion rate optimization (CRO). SEO and UX have a common goal – increasing the company’s conversions thanks to the website. However, the specifics of these two strategies are slightly different.
SEO, or high positions
SEO, or Search Engine Optimization, is a process whose main goal is to achieve the highest positions in Google search results. Properly implemented website positioning activities and systematic work brought an increase in position and traffic on the website as a strategy for many years.
Google, as the most popular search engine in the world, is constantly striving to improve its services. With the aim of adapting to the needs of users as best as possible, the internet giant began to modify the current rules, introducing, among croatia telephone number data others, the Panda and Penguin algorithms , which take care of the quality of content and the natural profile of links. This has prevented, for example, the creation of pages with content that is worthless to the reader, saturated only with keywords.
Google’s algorithms and requirements are constantly being refined and expanded so that the user can find exactly what they are looking for.
SXO, or the user is important
SXO is a modern approach to website promotion, because the most important “factor” here is the user, or more google will find your device! precisely ” user experience (UX) “. The assumption of SXO is to convince the customer to convert, which will have a positive impact on the website owner’s business. To do this, you first need to implement certain steps to make the website user-friendly. It is particularly important to get to know and understand potential customers: their motivations, needs and the issues they are looking for. It is also worth getting to know the target group – their age or social position. Such analysis of website traffic is possible, for example, with a free tool from Google – Google Analytics.
What aspects are important for SXO to be successful?
Understanding user needs – knowing and researching user expectations is key to any website – that’s why it exists. It’s worth asking yourself questions about expectations: why is a user visiting my website? Will they find what they’re looking for easily?
Taking care of substantive content with keywords – keywords are one of the most important elements in SEO, but in SXO content is more important – if the user finds it unhelpful, they will leave the page. You should skillfully weave phrases from the text and select keywords so that they lead the user to the expected information as accurately as possible.
Optimizing page load time – in our times,
every second counts. Everything around us works faster and we expect the same from our devices. Users are used to high page load bahrain leads speeds, so you should take care of it on your site as well. Loading too long can discourage the user, which will cause us to lose a potential customer before they even enter our site.
Page structure and navigation – in addition to the proper construction of the page in technical terms, user experience is important in SXO, i.e. the convenience of navigating the page. Navigation should be intuitive and easy to use – it is worth including elements such as related articles/products,
current promotions, return to the main page and internal linking.
Responsiveness of the website – more and more people use the Internet search engine on smartphones and tablets – they are slowly gaining an advantage over stationary devices. In order to improve the quality of using the Internet on mobile devices , Responsive Web Design was implemented – a method of designing websites, allowing you to build a website that will adapt to the device’s screen resolution. It is also the adaptation of various clickable elements on touch screens.
Marking structured data – precise marking of elements on the page helps in its reception by Google robots.
Title and description – SEO
rules dictate the length of the title of the page in the search engine – around 50-70 characters and the length of the description – 150-170 characters. In SXO, it is worth looking at them from the user’s perspective, placing an intriguing introduction in the description, encouraging to click on the link with a call to action. It is also important to include keywords in it. The title, on the other hand, should clearly inform about the subject of the content, indicating the most important issues.
Functionalities that narrow down the choice
Accelerating the search for selected content can have a positive impact on UX – it is therefore worth adding functionalities such as filtering and sorting results or an internal search engine, especially in an online store.
SXO – evaluation of user behavior on the website
As mentioned earlier, Google evaluates the quality of content and incoming links through algorithms. Another factor taken into account in data analysis is behavioral indicators. They observe user behavior on the site, such as: