While you perhaps understand search engine optimization and value the role it can play in growing your brand and audience, you might not be familiar with search experience optimization. With that in mind, the following will explore what search experience optimization is, what you can do to employ it and how it can benefit your brand and audience-building efforts.
Expectations Are Changing
Before diving in, it’s important to acknowledge the ever-changing form of the internet. While the internet is still a wild-west-style abyss where all of humanity’s secret thoughts (the good, the bad, and the ugly) mingle and compete for attention, a lot has changed. In particular, people’s expectations about their online experience have changed. Standards have been set, and the standards are a fluid user experience that is easy to navigate and understand.
People want to be able to find the things they want quickly and without wasted steps. They want to avoid aspects of the internet they consider problematic, whether that be religious commentaries, political perspectives, or cultural movements that don’t appeal to them.
No matter how up-to-date you are on the internet, every few months, you’re going to have to brush up on the latest developments and make any appropriate changes to reflect those developments. Keeping yourself humble, open-minded, and ready to learn is going to be one of the most effective approaches to online longevity.
Search Experience Optimization
Search experience optimization (SXO) is a combination of two big elements of digital presence: search engine optimization and user experience. The focus is to use the basic tenants of search engine optimization to draw in organic, targeted audience members that are ideal for your product, service, or content and then keep people on your page or website longer by employing user experience techniques.
Search experience optimization is something all website owners or digital businesses can take advantage of. This being said, in particular, people use SXO for:
The User Experience Component
User experience refers to a user’s impression of a site or page. As you might imagine, this involves technological aspects but also an awareness of cognitive science and other disciplines. At https://verseoads.com/sxo-what-is-it/ they emphasize that one important part of user experience is UI (user interface). This refers to the way that someone is able to use your site and so requires a functional and optimal content management system. People need to be able to find what they’re looking for without too much trouble. If they are struggling to access parts of your content, they might quickly return to the search engine and find a site that’s easier to work with.
The aesthetic appearance of your site, particularly the amount of negative space, can help make the user experience more enjoyable. Some studies have found that updating the user experience of your page can produce a 300% increase in conversion rate.
The SEO Component
Search engine optimization refers to the techniques that you use to lead people using search engines to your page. This might include managing your internal links, backlinks, and referring domains by producing original studies or case studies that people feel the urge to link to. It might involve writing testimonials for people you’ve worked with in the past and ensuring that your name or company is a link back to your site. It will involve producing strong, long-form content that is keyword-rich. It will definitely include being super cognizant of your meta descriptions and headlines.
Putting It All Together
When your content and web design strategy involves both search engine optimization and user experience elements, you’re using a search experience optimization approach. When consistently applied, studied, and reapplied, these efforts can produce some powerful results.
It’s important to reiterate that the online world develops much faster than the analog one. You need to be regularly revisiting news and data surrounding search experience optimization and making adjustments when you learn new things. Algorithms and customer expectations are always evolving, so you need to be evolving too.
The above information should have broken down search experience optimization in a way that you can understand and employ. It’s okay if it takes a little bit of time for you to find your SXO stride; the important thing is that you keep trying until you find something that works.