SEO has a great potential, but it is worth being aware that refining the website in terms of technical aspects, keywords or link building is not everything. This improves the visibility of the site in the search engine, but it does not ensure that the company will generate more profit. The SXO concept is the answer to this type of problem. How can it make the most of SEO power?
SEO still plays a very important role
SEO is one of the main elements of SXO, i.e. Search Experience Optimization. Thanks to it, the website can rank well in the search results. Thus, it becomes visible to users looking for a specific, valuable answer to their query.
Many different SEO activities are undertaken in the SEO process of websites, both on-site and off-site. The basic works performed on the site are:
– preparation of a well-thought-out structure and code refinement,
– analysis and selection of the best keywords,
– refining the content, also in terms of headings and its structure,
– internal linking,
– optimization in terms of loading speed.
Off-site activities mainly boil down to acquiring valuable external links that will lead to your website. It is important to pay attention to their quality. Links are not created equal, some have greater, others less authority for Google and other search engines. All this allows you to adjust the website primarily to the requirements of indexing robots.
The SXO strategy focuses heavily on the issue of search engine visibility, but not only that. Its appearance was to emphasize that the position in the ranking is important, but in order to bring the expected effect (i.e. greater profit for the company), something else is needed – taking care of the users’ experience.
UX as a way to keep users on the site
Making it easier for users to find your site is the first step in your SXO strategy. The second is to get them to stay longer and take an action that will benefit the company. This confirms that SEO alone may turn out to be insufficient. It must be consistent with the UX area. It is not possible to focus solely on the high position in the search results. Organic traffic itself usually does not allow the achievement of the business goals that the company has set for itself. It is impossible, in particular, when the website positions itself on keywords which are only slightly (or even not at all) adjusted to the offer. Then, visiting the website most often ends with sending an inquiry.
Sometimes the problem is also neglecting the site in terms of aesthetics, stability and easy navigation. When potential customers have a problem, e.g. with finding the right product, they leave the website and look for another one that has been better adapted to their needs and requirements. Disregarding the issue of website usability is a basic mistake which means that the optimization potential is not fully used. Then it is not important how much time specialists spent on improving the visibility of the site. The effect of the work is only partial – recipients see a given address as a response to their inquiry, but they cannot or do not want to use the solution offered to them because they think it is not appropriate.
SXO as an effective help for business
The Search Experience Optimization strategy makes it easy to take advantage of all the opportunities offered by organic traffic. Natural results in the form of free links to pages are very valuable for any website – online store, service company, etc. Using SXO when optimizing your site increases the chances of success in the market. On the one hand, the concept makes it possible to bring the website to a high position in the search engine, even up to TOP10. On the other hand, it allows you to take care of issues that are irrelevant for robots, but extremely important for users ensuring conversion. It is the people who use the Internet and look for information on it, who are potential customers, so they must not be forgotten in the process of creating and refining the site.
Caring only for SEO does not guarantee that the website will facilitate the sale of products or services offered. Nor will the increased number of visits alone ensure this. Nowadays, many experts believe that optimizing the user experience is almost a must. The explanation is simple – the first place on the list of search results is certainly a great success, but it does not provide directly tangible benefits. Of course, a well-visible website in its own way creates a positive image of the brand and builds its awareness. Nevertheless, it may not be enough for potential customers to willingly shop or contact us in order to order a specific service.
Recognition and the image of an expert in a specific field should go hand in hand with visible effects, i.e. conversion. Let us remind you that the standard sale is the sale of products or services, but sometimes it is also:
– setting up a customer account,
– download a file, e.g. an e-book,
– watching a shared movie,
– filling in the form and providing contact details,
– subscribing to the newsletter,
– clicking on an advertising banner.
High traffic on the site will translate into conversion when the site is adapted to the expectations and needs of potential customers. There are also specific calls to action, or CTA, here. Users should be precisely guided through the entire sales process, and at the same time they must feel that they are making a fully informed decision and are not forced to do anything. So a comprehensive approach is important. The implementation of the SXO strategy is a good solution in many situations (even when creating a website from scratch). It is worth paying attention to in particular when:
– the site generates a lot of traffic, but this does not translate into conversion,
– there was a sudden drop in conversion,
– the website does not generate traffic or conversion,
– the site generates a lot of traffic, but comes with a high bounce rate.
How to use the SEO potential of SXO?
If you want to use the full potential of SEO thanks to the SXO concept, you should first make sure that users can immediately see what the site is about. Actions to improve the position must be consistent with what is on the page. Its SEO on key phrases that deviate from your business profile does not make much sense. Potential customers disappointed with the fact that they will not find what they need will quickly leave the site, which in the long run will also have a negative impact on visibility in the search engine. Besides, they will not perform the desired action, and it all comes down to that first of all. The selection of key phrases or the creation of metadata should therefore be adjusted not only to the requirements of robots. You also need to look at these issues from the users’ perspective and give them tips on what to expect after clicking on a given link.
It is also necessary to take care of the visual aspects. Your website needs to be presentable and attractive as aesthetic considerations are also relevant to potential customers. For many, a website that is underdeveloped in this respect is often less reliable and effectively discourages from taking any action.
There are also other elements that are intended to keep the user on the page for longer, once he finds it in the search engine. Belong to them:
Website loading time – the shorter the better. If a site takes a long time to load all of its content, many people will choose to exit before that happens. This issue is relevant both from the perspective of desktops and mobile devices.
Transparency and easy navigation – the entire structure of the website should be clear. The user must have no problem finding the desired information. This makes it easier to achieve the purpose of visiting the website, e.g. purchasing a product.
Adaptation to mobile devices (responsiveness) – when creating or optimizing a website, one cannot ignore the issue of adapting it to smartphones and tablets. This applies not only to the loading time, but most of all to the way it is displayed.
Valuable content – the page cannot be overloaded with content, but it should not be too little. In addition to adjusting to SEO rules, you should ensure that the texts are substantive and useful.
These actions should be combined with conversion optimization. In order to encourage users to make purchases or perform any other desired action, you should pay attention to even small details. The lack of the possibility to edit the basket, place an order without the need to create an account or view the detailed data and photo of the product (without having to go to the subpage describing it) may be discouraging. Be aware that any small change can significantly affect your conversion rate. Optimization may concern, for example, a contact form, graphics, CTA buttons or the layout of elements placed on the page.
Well planned and carried out SXO activities are a great support for SEO and marketing. Admittedly, it takes more time and work to adapt your website to this concept, but the results are sure to be satisfactory. Search Experience Optimization shows that a good position in Google and the resulting high organic traffic can translate into higher profits. It is a strategy with a broader perspective than classic SEO, where users and their feelings have an important place.