Why Search Experience Optimization is the Next Iteration of Your SEO Strategy
What Is Search Experience Optimization (SXO)?
When you Google “search experience optimization,” you won't find a clear-cut definition for what some have tried to call “SXO.” It's a relatively new concept in digital marketing that's still evolving.
The Concept of SXO
According to seoClarity, SXO “recognizes that the user experience – not search engines – ultimately determines SERP position and rank.” This approach closely mirrors general SEO strategies, focusing on improving site usability, ensuring content relevance, and building topic authority.
Neil Patel describes SXO as a blend of SEO and UX principles aimed at boosting conversions. This combination of two critical digital marketing specialties, while sound in theory, has proven challenging in practice. Consequently, many articles online have echoed this definition, emphasizing boosting user engagement, focusing on the end-user rather than the search engine, and delivering a favorable experience.
While these definitions aren't wrong, they need to evolve to keep pace with changing digital landscapes.
The Modern Definition of SXO
We view SXO as the next evolution of SEO. The goal of SXO is to reach your audience by creating the content they seek and ensuring it's discoverable on any search platform they use.
This idea isn’t entirely new. In the “SEO Trends 2024” ebook by Search Engine Journal, Andrew Chadwick, founder of Keyword Insights, discusses a shift from traditional SEO to “Search Experience Optimization” as the industry adapts to audiences moving away from Google to their preferred platforms for answers.
What Makes SXO Different Than SEO
For decades, the SEO industry has focused on getting sites to rank on Google’s Search Engine Result Pages. SXO, however, pushes beyond Google for opportunities. The key difference is that SXO aims to improve your brand's visibility across all search platforms, whether it's TikTok, Instagram, marketplaces, forums, or generative AI tools.
SXO still incorporates the foundational elements of good SEO, but it also considers the other platforms your audience uses when they need help, inspiration, or solutions. This includes Artificial Intelligence Optimization (AIO), Social Search Optimization (SSO), Amazon SEO, and more.
Why SXO, and Why Now?
Returning to the echo chamber comment, it seems like the SERP is getting worse. SEOs have been conditioned by Google to create websites in specific ways to meet its algorithm's requirements. Despite some bad actors, helpful content has generally reached searchers’ screens.
However, Google has built search loyalty, which they seem to be exploiting by inundating users with paid links that look like search results. This was a predictable move for the head of Google Search, who was previously Google's Head of Ads.
The rush to integrate LLM-based technology into the SERP has led to the Search Generative Experience, or AI Overviews. The SEO community's reaction has been skeptical, to say the least. And for good reason.
It's only a matter of time before searchers start questioning whether Google is still the best place to find answers.
Preparing for the Shift with SXO
How can you ensure your business is ready for this change in search behavior? It all goes back to your intended audience. Where do they turn to solve their problems? What search experience do they prefer? Evaluate how your business appears on those platforms—if at all.
Answering these questions is a great start. Now it's time to develop your Search Experience Optimization strategy.
How to Create an SXO Strategy
1. Identify Your Audience’s Preferred Platforms
Understand where your audience goes for answers. This could be social media, marketplaces, forums, or AI tools.
2. Assess Your Current Presence
Evaluate how your business is currently performing on these platforms. Are you visible? Are you providing value?
3. Improve Usability Across Platforms
Ensure your content is user-friendly and accessible, no matter the platform. This might involve optimizing for mobile, improving site speed, or enhancing navigation.
4. Focus on Content Relevance
Create content that meets your audience's needs and answers their questions. This means thorough keyword research and staying updated on trending topics within your niche.
5. Build Authority and Trust
Establish your brand as an authority in your industry. This involves creating high-quality content, earning backlinks, and maintaining a strong social media presence.
6. Optimize for AI and Social Search
With the rise of AI tools and social search, ensure your content is optimized for these new search methods. This might involve using structured data, focusing on conversational keywords, and engaging with users on social platforms.
7. Monitor and Adjust
Continuously monitor your performance across all platforms. Use analytics tools to understand what's working and what's not. Be ready to adjust your strategy as needed.
Search Experience Optimization is the next step in the evolution of SEO, adapting to the changing ways people seek information. By focusing on the user experience and ensuring your content is discoverable on various platforms, you can stay ahead in the digital marketing game.
SXO Frequently Asked Questions
1. What is the main difference between SEO and SXO?
While SEO focuses primarily on optimizing content for search engines like Google, SXO emphasizes improving user experience and ensuring content is discoverable across various search platforms, including social media and AI tools.
2. Why is SXO important now?
As users shift away from traditional search engines to other platforms for answers, SXO helps businesses maintain visibility and relevance by optimizing for these new search behaviors.
3. How does SXO incorporate AI optimization?
SXO includes optimizing content for AI tools by using structured data, focusing on conversational keywords, and engaging with AI-generated search platforms.
4. What platforms should I consider for SXO?
Besides Google, consider optimizing for platforms like TikTok, Instagram, Amazon, forums, and generative AI tools, depending on where your audience spends their time.
5. How can I get started with SXO?
Start by understanding your audience's preferred search platforms, assess your current presence, and develop a strategy that improves usability, content relevance, and authority across those platforms.
