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Each online business is distinguished by its individual needs and special features. That is why SXO (Search Experience Optimization) is personalized in such a way that it can bring the best results. This is an industry-specific strategy that requires a lot of UX and SEO knowledge. When developing it, the target group, business goals and the current state of the website are taken into account.
What is the SXO strategy?
The SXO strategy is a synergy of SEO (positioning) and UX (user experience) activities. The goal of this technique is to build organic visibility in the search engine, gain traffic and its evaluation to lead to conversion. Contrary to appearances, the SXO strategy can be used not only in e-commerce. This solution works equally well on company websites or specialized industry portals with a specific topic.
The SXO model is a response to how modern SEO strategies are developing. Although positioning still brings significant results, increasing visibility does not always mean a better conversion. Search Experience Optimization combines SEO and UX, thanks to which the obtained traffic can be evaluated. The user will be intelligently encouraged to take specific action important to the company’s business goals. In e-commerce, the most common conversion is sales, but this concept can also include signing up to the contact form, spending a lot of time on the website, leaving a comment or using live chat.
If you run your own online business and you are interested in positioning along with increasing sales, the SXO strategy will be the right proposition. Agencies, whose staff consists of a wide group of SEO and UX specialists, are responsible for its preparation and implementation. Thanks to this, the website can be optimized from A to Z, which will positively affect sales results, conversion, traffic and visibility on the web.
Why should different industries have a different SXO strategy?
Each individual online industry has its own peculiarities. Therefore, the SXO strategy must be adapted to the specific needs of a given website. There is no one unique recipe for success in marketing. Developing a comprehensive action plan is an in-depth analysis of the site, its functionality and past performance. The key in the SXO strategy is not only search engine positioning, but also adjusting the website to the users’ needs. Thanks to this, the obtained traffic can be evaluated (the session will end with a conversion).
Using the same Search Experience Optimization strategy can be compared to copying the marketing techniques of your competition. It just doesn’t work, or only works on a small scale. Therefore, an individual SXO strategy is required. Without knowledge about SEO and UX, you will not do it yourself – the website requires the care of an experienced specialist who has experience in the internet marketing industry. The essence of Search Experience Optimization is also the ongoing verification of the website’s situation, for which the eye of an experienced analyst is useful.
How to create an SXO strategy?
Preparing a comprehensive SXO strategy for a store or website requires the analysis of the entire website. How does it look in practice? The whole process is completed in a few steps.
Identifying your business needs
Before developing a strategy, you should clearly define your website’s needs. It will surely be better visibility and a higher conversion rate. However, Search Experience Optimization is also focused on the company’s business goals, for example, selling more products in an online store. That is why SXO is more and more often chosen by innovative entrepreneurs compared to SEO strategies.
The next step is to conduct an SXO audit. It is an analysis of all elements of the website. Then, any imperfections in terms of SEO and UX are detected. These are weaknesses in online business that must absolutely be strengthened. On the basis of the performed SXO audit, a number of optimization activities are planned. So it is the basic and probably the most important element in creating a strategy.
Selection of optimization techniques
Once you know exactly what elements of your website should focus on, you need to choose the right optimization techniques. To perform many activities, it will be necessary to invest in specialized tools such as Senuto, SEMrush, UXPressia or Surfer SEO. Without them, you will not be able to perform an audit, let alone implement changes as part of the implementation of the prepared SXO strategy.
Implementation of changes – implementation of the strategy
Preparing an SXO audit allows you to clearly define what changes should be made to achieve better results in terms of conversion and visibility on the web. Once you choose the right optimization techniques, you can start working. As in the case of SEO strategies, SXO is also a multi-step method, not a one-time service. So you have to be patient, but believe – it’s really worth it.
After making changes, you will certainly wait for the results. An important part of SXO is web analytics. You can use two basic (and free) tools to run it. It’s Google Analytics and Google Search Console. What to pay special attention to?
Conversion rate – the higher the better. This ratio determines what percentage of users has achieved the target set by you.
Bounce rate – the lower the better. This value indicates what percentage of visitors to your site end their session without any interaction.
Organic traffic – Indicates how many users came to your website through organic search results in a given period. Internet users from Google Ads ads, external blogs, social networks and direct inputs are not included in this group.
Organic visibility – determines how many Internet users viewed your website in Google search engine in a given period. While high visibility does not lead to direct business goals, it usually goes hand in hand with higher traffic. If not, your domain is likely to have a low CTR. Appropriate steps should be taken to change this, for example by using an interesting meta description using the Call To Action technique.
What page elements should be included in the SXO strategy?
You already know that SXO is based on the synergy of two techniques – SEO and UX. What exactly are the components of this strategy? What to expect from cooperation with an agency?
SEO strategy elements in Search Experience Optimization:
- Technical optimization of the website;
- Removing errors on subpages;
- Building quality content;
- Link building.
- Elements of the UX strategy in Search Experience Optimization:
- Optimization of graphics in terms of website functionality;
- Customizing contact forms and login panel;
- Striving to improve the procedures that are used to achieve conversion (purchasing process, registration, filling out the contact form);
- Editing and improving the website structure;
- Marketing automation.
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Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).
SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.
Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.
SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
errors in the website code or server operation such as secure your site with HTTPS.
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