Today, optimizing the browsing experience for Internet users is necessary. Basically, by integrating the UX (eXperience User) dimension into site optimization, thus natural referencing, we obtain Search eXperience Optimization (SXO). In fact, this article will provide essential keys to understand why Search eXperience Optimization (SXO) is called “the new SEO”.

What is Search eXperience Optimization?

Definition

Search eXperience Optimization, or SXO, is a discipline that combines SEO (Search Engine Optimization) and UX (User Experience). Actually, its objective is to improve the visibility of its website on the SERPs, while offering an optimal user experience to visitors in order to convert them and build loyalty.

As a matter of fact, SXO consists of implementing an effective SEO strategy to be well positioned on the SERPs and to offer an optimal browsing experience to improve the conversion rate.

Objectives of the SXO

From this definition come 2 objectives:

• Search engine optimization,
• And conversion rate optimization.

What is Search eXperience Optimization for?

According to Forbes, the biggest advantage of SXO is that it meets the requirements of both Internet users and search engines.

By opting for SXO, you can, among other things:

• Benefit from a good positioning on the SERPs,
• Generate more quality traffic,
• Improve the credibility and reputation of your company,
• Optimize the user experience, from search to conversion,
• Increase the average session length,
• Reduce your bounce rate,
• Improve your conversion rate.

To put it simply, you attract visitors through SEO, then you convert and retain them through User Experience (UX). In a way, it is essential to understand the behaviour of Internet users and to meet their expectations and needs in order to convert them easily.

However, it is no longer a question of seducing only the search engines, but also to put people at the heart of your concerns.

How to set up an effective SXO strategy?

In order to implement an effective SXO strategy, improve the experience on your website is needed to speed up the loading time of your web pages (optimized code, few redirects, reduce the weight of images…). Propose a mobile friendly site is also an important key. Moreover, with a SXO strategy you should optimize the meta tags and use structured data. The SXO strategy also involved an optimized, relevant and qualitative content (questions in titles and subtitles, long tail keywords, semantic optimization, integration of videos and images…) to your users.

Easily guide Internet users by correctly building the tree structure of your site and facilitate access to higher level pages by optimizing the breadcrumb trail is important to note.

Then, do not forget to optimize the internal links, integrate call-to-actions and choose the design of your website (colors, fonts…).

In short, to guarantee a successful SXO, 4 optimizations are necessary on:

• The information in the display on the search results,
• The page positioned on the query,
• Its internal mesh,
• And the same for the conversion pages.