SEO is one of those acronyms that sounds like a flavor of rocket fuel – something that belongs in the hands of technoids with html street credibility. With every new iteration of Google algorithms though, we are learning that SEO should really stand for Search Experience Optimization … or SXO.
More than anything else, SXO is about the overall experience for a searcher, and that experience starts the moment they enter a search query. The better their experience with you – from your search page result listing (SERP), to the quality and relevancy of the content on your site, to the ease with which they can move through your site – the better your site will rank. And “better” doesn’t necessarily mean “higher”.
Triggered to learn more? First look at this image… and don’t forget to read on.
The 4 drivers of Search Experience Optimization
Back in 2012, Ben Potter – contributor to the online marketing community forum Econsultancy – wrote:
“For me, the term search engine optimisation (SEO) has always been fatally flawed. It suggests that we optimise solely for search engines. However, search engines don’t buy products, people do.”
While I think Ben Potter’s definition of SXO is a good one – a cross between technical SEO and conversion optimization – I think explicitly addressing user experience is also important. SXO encompasses all aspects of the search experience, from beginning to end:
- How your content performs – beyond keywords: Does your content do a good job of meeting the expectations of searchers? Are you targeting not only single, high search volume keywords but really provide the most targeted information for your visitors? If so, your content will rank for more than just a few keywords but also long-tail, phrases and related search terms or even related topics.
- The experience your visitors have while on your site: How quickly does your site load? How easy is your site to navigate? How does it display on various devices?
- How your content meets the needs of its audience: Is your content high quality, and is it written in a way that addresses the specific needs of its target market?
- The optimization of your content: Do your on-page SEO elements accurately convey your topic? Or are visitors disappointed when they reach your site from the SERP’s? Does Google know what your content is about?
Want to learn more about how SXO can improve your site’s search engine profile while still providing a rich user experience?
In the next coming weeks, I will zoom in further on below 4 topics, so follow my blog.
- How to know what your visitors are looking for? And how Google knows.
- How to make meta descriptions and keywords really work?
- How to improve user behavior and your site and make your content organically rise to the top of search results?
- How to make the best of local search results?
Can’t wait? Contact us now to get started!