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SXO: The evolution of SEO that transforms website visits into specific actions

31 oct 2024
3 min

In today’s digital landscape, attracting visitors to a website is not enough; now the challenge is to convert their browsing activity into specific actions. This is where SXO (Search eXperience Optimisation) comes in, combining SEO, CRO and UX to create a web experience that connects with users at every stage of their journey, making every interaction meaningful and effective. In this article, we will explore how SXO redefines the optimisation approach and why its implementation is essential for any business wanting to grow in the digital environment. 

1. What is SXO?

Search eXperience Optimisation is a strategy that combines key elements of traditional SEO, Conversion Rate Optimisation (CRO) and User Experience (UX) to ensure a website ranks well in search engines while delivering a positive user experience.

In SEO, the goal is to technically optimise content to attract organic traffic. By contrast, SXO focuses on improving the entire user journey, from the initial search through to conversion.

This means that in SXO, we prioritise how users find the website, what they find and how they interact with the platform.

2. Why is SXO essential to your digital strategy?

  • Satisfying user needs: an SXO-optimised website helps users quickly and easily find exactly what they need. It does this by anticipating their questions, providing relevant content and organising the site in a clear, user-friendly way.
  • Higher conversion per visit: SXO uses CRO and UX techniques to create a website that effectively guides users toward taking actions like purchases, subscriptions or contact form submissions, increasing the chances of conversion with each visit.
  • Positive impact on traditional SEO: a site that is well optimised for user experience is more likely to rank higher in search engines. Search engines value factors such as loading speed, usability and content quality, which are fundamental aspects of SXO.

3. How to implement SXO on your website

If you want to implement an SXO optimisation strategy, you should take into account several key elements:

  • Relevant and structured content

Content must respond to the specific needs of the user at each stage of their journey, from discovery to final action. Creating informative and structured content helps to keep the user engaged.

  • Technical optimisation and user experience

Optimising load time, intuitive design and a clear navigation structure are some of the key factors that improve both search engine ranking and user experience. Every technical aspect must be aligned to facilitate smooth navigation.

  • Clear conversion points

Ensuring that the user can easily and directly access conversion points is essential. Eye-catching call to action buttons, intuitive forms and quick access to services or products are elements that help transform the website visit into a specific action.

SXO represents the natural evolution of SEO in a digital environment focused on user experience. This strategy not only attracts organic traffic, but it also maximises the impact of each visit, guiding users towards substantial actions. In today’s competitive digital landscape, SXO has become a key tool to transform website visits into specific results.