What is SXO?

The acronym SXO stands for Search Experience Optimization, so it combines the features of SEO and UX. What is SXO?

SEO (Search Engine Optimization) should be understood as a series of actions that ensure a given platform is properly optimized and its position in search results is higher. UX (User Experience) on the other hand is the whole experience of a user while using a particular website. It combines both aesthetic experiences and those related to the comfort of navigating the platform.

SXO strategy still involves SEO optimization, but it does not omit such important issues as building positive user experience. The path from SEO to SXO seems natural and necessary - the recent changes in Google's algorithms make it clear that without a change in approach we will not achieve satisfactory results.

The goal of implementing SXO strategy is to boost organic search engine visibility and gain valuable traffic that will eventually lead to conversions.

The rapid growth of the eCommerce industry in 2020 and 2021 is certain to leave many long lasting changes. It appears that it is eCommerce that has assimilated the assumptions of SXO the quickest. With this approach, eCommerce stores gain in both the short and long term. The benefits of SXO for business include:

• increase positive user experience,
• shorter page load time,
• more intuitive site search,
• easier product search,
• higher conversion rate,
• increase in number of transactions,
• increase in shopping cart value,
• boost newsletter sign-ups,
• building brand image and increasing the number of regular customers.

SXO implementation strategy in the first steps involves an audit and optimization for UX and SEO. It is important to improve the page loading speed and all elements improving the eCommerce user experience, including the introduction of visible CTAs, as well as improving the website visibility in organic results. After verifying and correcting key errors, a content audit is necessary. It is the content - its visibility, usability and attractiveness for the user that is crucial for both SEO and UX.

Next steps include marketing and remarketing activities, as well as ongoing monitoring and analysis of implemented strategy results.

In summary, among the most important indicators of a good SXO strategy for eCommerce are:

• substantive and well-optimized content,
• intuitive navigation of the platform,
• improvement of page speed rate,
• security of personal data, payment info and file data.