From SEO to SXO: this is how you do get higher in Google

What is SXO? 

SXO stands for Search Experience Optimization and combines traditional search engine optimization (SEO) with improving user experience (UX) and conversion optimization (CRO) to provide visitors with an optimal experience.

From the first search until the moment they convert on your website.

A kind of holistic approach that goes beyond traditional SEO. Important, because nowadays it's not just about being found through keywords and backlinks.

It's all about what happens next. About readability, structure, speed and navigation. About the visitor's experience. It has to be good to satisfy those visitors, and turn them into leads or customers.

How SXO contributes to higher rankings 

Quite simple, actually. Google wants to offer its users the best experience. That's what keeps them using the search engine and why Google earns its money.

It is therefore logical that search engines pay more and more attention to signals that a user is satisfied with a search result and adjust their rankings accordingly.

Google has been doing this for a while, by the way. Just think of the introduction of the Core Web Vitals or the Helpful Content update (see also Helpful content: 5 useful tips).

How to go from SEO to SXO 

This way, you go from traditional SEO to the new SXO and you might just get those higher rankings:

1. Make your website technically in order 

The technology of your website has a direct impact on its usability. A page that loads slowly or works poorly on mobile devices drives visitors away.

Pay attention to loading speed, mobile-friendliness and the Core Web Vitals. Optimize images, minimize scripts and use responsive design.

Analyze with one of these 11 technical SEO tools yourself where your website can be improved ...

.. Or do our free SEO scan. We'll check it out for you.

2. Understand the search intent 

Behind every keyword is a search intention. Something people want to know or do. So you want to capitalize on that with your content.

So try to understand what questions, problems and needs your target audience has when they enter a particular keyword. Do they want information? To compare a product? Or to buy something?

Think about which of the customer journey stages they are in to create content that exactly matches the intent.

This way, you make sure that visitors find what they are looking for and that Google sees that your page is relevant.

3. Make your content user-friendly 

You may have technically optimized your website and written content that matches the search intent, but you still lose visitors if your content is difficult to read or if visitors cannot navigate properly to what they want to know.

So make your content scannable and clear.

Use short paragraphs with clear headings, put long lists in bullet points and use clear images, videos and graphics to make your content quickly understandable.

Also consider internal links that provide additional context and help visitors navigate.

4. Organize your pages conversion-oriented 

A conversion-oriented page increases the conversion rate. This is not only good for your business, but it also signals to Google that visitors find your content valuable.

Make sure that every page has a clear call-to-action(CTA) that makes sense given the search intent.

Place clear buttons and simple forms with only the minimum information needed for contacting us or requesting a quote, for example.

5. Analyze and optimize continuously 

SXO is not a one-time thing. It is an ongoing process.

After you have optimized your pages, it is important to monitor how visitors behave and measure which content performs well.

Use tools like Google Analytics, Search Console or Microsoft Clarity to get answers to questions like:

• How long do visitors stay on a page?

• Which sections are they scanning or not?

• Which CTAs work well?

• Which forms are filled in?

• Where do visitors lose interest?

• Do keywords or questions from your target audience change?

To see if your content matches a searcher's wants and needs, you can pay attention to metrics like:

• bounce rate

• Time on page

• CTR (click-through rate)

• scroll behavior

• interactions on page

By analyzing this data regularly, you can improve your pages step by step. Small adjustments sometimes make a big difference in the user experience.

And so in your rankings.

So is traditional SEO completely dead? 

No. Meanwhile, it remains important to optimize your pages in the traditional way.

The right keywords still help Google understand exactly what your content is about. And with comprehensive keyword research, you'll also find long-tail keywords that help you determine search intent.

And backlinks also remain a ranking factor. Among other things, they help you build topical authority and indicate that your website can be seen as a reliable source.

Certainly not unimportant!

Also getting started with SXO? 

Do you still have questions about SXO? Do you want to get higher in Google while getting more results from your visitors? Feel free to get in touch. We'd love to help you optimize the search experience.