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SXO the Search Experience Optimization

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In the search engine optimization process , very often experts only focus on getting better positions for keywords. However, one should not forget the ultimate goal of the actions, namely to win customers.

SXO definition

SXO can be defined as the marriage between SEO (Search Engine Optimization) and UX (User eXperience) . When the SXO approach is adopted, the simple positioning of the pages of a site in search engines such as Google, Bing or Yahoo is clearly no longer sufficient. The objective of the SXO is positioning, but also conversion.

The SXO the marriage of SEO and UX

What is SEO?

Natural referencing (SEO) , or search engine optimization , consists of improving the visibility of a website in search engines . The higher a website ranks, the more likely people are to find it. SEO involves optimizing a website's content, structure, and homepage elements, such as titles, metatags, and anchor text. It's also about developing off-page SEO tactics like link building and social media engagement.

What is UX?

User experience (UX) is the process of building customer satisfaction and loyalty by improving the usability, ease of use, and enjoyment of the interaction between the user and the product. In other words, UX is about ensuring that the user has an exceptional experience when using a product, whether it is a website, an application or any other product. .

Why care about SXO?

There are many reasons why SXO should interest you, as a web marketer. First of all, SXO represents the future of SEO. With search engines becoming more and more sophisticated, it is essential to use strategies that improve the user experience in order to achieve better conversion rates .

Another reason to be interested in SXO is the growing importance of social media. Visitors are increasingly turning to social media to find information about products and services. If your website provides a poor user experience, they'll likely go elsewhere .

Finally, the SXO is essential for businesses that depend on online sales. A good SXO strategy will help you rank higher on search engine results pages, which will translate to more traffic and more money .

How to optimize your site for the SXO?

There are a number of criteria for optimizing SXO, but some are more important:

Work on the responsive design for the mobile part

The importance of responsive design cannot be overemphasized as more and more people access the web via mobile devices. In order to deliver the best user experience across all devices , it is imperative that websites are designed in a responsive manner. Working on responsive design can be a challenge, but the effort is worth it in the end.

Add Q&As with Featured Snippets

The Featured Snippet is a rich result type that appears above search results . It includes a text snippet and a link to the website where the answer came from.

The purpose of the Featured Snippet is to provide an answer to the user's question, without the user having to click on a link . This can be useful for visitors looking for a quick answer, without having to read multiple websites.

Use CDNs

When you use content delivery networks, users can download your page much faster . This is due to the fact that the information is not stored locally, but on a server placed near them. These are servers that are used by dozens of different websites at the same time. The Google search engine has recognized this strategy and facilitates it by allocating points in its algorithm for this purpose.

Enable browser caching

This technique involves sending a signal to the user's browser to store static data on their hard drive. The next time it calls that page, it loads faster , because the information is already stored locally. This strategy also allows you to avoid HTTP requests, which is another point that can benefit your website in terms of search engine optimization.

Work on navigation

If the navigation of your website is difficult to use, it could be the cause of a bad experience for the Internet user. Today's internet users want quick access so they can find what they're looking for without hassle, which means site owners need to structure their site to provide the best answers ! There is no universal solution, each project varies according to its nature.

Work on the quality and relevance of content

When working on quality content , it's important to keep your target audience's wants and needs in mind. By producing relevant, interesting, and useful content for your audience, you can improve user experience and achieve better conversion rates .

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