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The SXO (Search eXperience Optimization) marks the natural evolution of SEO. More than just an SEO strategy, it includes optimizing theuser experience (UX) to meet the expectations of Google and your visitors.
In this article, discover why SXO has become a must, what are its benefits, and how to set it up to boost visibility of your site and maximize the conversions.
Understanding SXO: Definition and challenges
SXO consists of merging:
- The SEO (Search Engine Optimization), which focuses on visibility in search engines (tags, keywords, backlinks, etc.).
- THE UX (User Experience), which aims to offer the best browsing experience possible (loading speed, ergonomics, design, etc.).
Objective: Satisfy Google's algorithms and make the user experience smooth, in order to increase not only your position in the SERP, but also your conversion rate.
Why is SXO essential for SEO?
The growing importance of SXO for Google
Algorithms now include user experience signals to judge the relevance of a site (Core Web Vitals, bounce rate, time spent on the page, etc.).
- A slow or not very ergonomic site is penalized.
- A site mobile-friendly and fast can win seats more easily.
The impact on the conversion rate
With a intuitive navigation And a relevant content, Internet users find what they are looking for more quickly, stay longer and are more likely to take action (purchase, registration, request a quote). The SXO then becomes a lever for growth fully fledged for your business.
The differences between SEO and SXO
By adopting SXO, you keep the tastier SEO (tags, netlinking, keywords) while improving the navigation quality And the relevancy of the content. It is the winning alliance for sustainable referencing.
The 5 key elements of an effective SXO strategy
1) Search Intent
- Analyze queries via the Google Search Console, SEMrush or Ahrefs to understand what the user is really looking for.
- Adapt your contents for this purpose (tutorial, guide, comparison, etc.).
2) Optimizing the user experience
- Charging speed : a slow site damages SEO and the satisfaction of your visitors.
- Responsive design : essential for mobile and tablet.
- Seamless user journey : clear menus, intuitive navigation, CTAs highlighted.
3) Quality content
The core of a good SXO strategy is based on a quality content which answers precisely to research intentions Internet users. Analyze what your audience is looking for and structure your articles so that they are both informative and engaging.
- Structure your articles with relevant titles (H2, H3), short paragraphs and visuals (images, infographics, videos) that illustrate your points.
- Answer the question quickly of the Internet user, especially in the introduction or the first part. The user (and Google) must identify the added value of your content in a few seconds.
- Avoid “keyword stuffing” : choose a lexical field rich and natural rather than repeating the same keyword over and over again.
- Incorporate numbers, case studies, or concrete examples to demonstrate your expertise and nurture E-E-A-T (Expertise, Experience, Authority, Trust).
Reach Position 0 (Featured Snippets)
One well-optimized content can allow you to reach the Position 0 on Google (featured snippet), i.e. a box highlighted in front of the classic organic results. To increase your chances:
- Structure your answers in the form of lists, tables or concise definitions.
- Place a clear summary of the answer to the user's question in the first few paragraphs.
- Use semantic tags (H2, H3) to help Google understand the hierarchy of your information.
When your page is chosen for position 0, you get a qualified traffic And a Click-through rate higher, because your result is displayed very prominently in the SERP.
4) The conversion (CRO)
- Use Calls to action (CTA) clear and visible (e.g., “Book a discovery call”/“Ask for a quote”).
- Simplify making contact (short forms, coherent landing pages).
- Highlight social proofs (customer reviews, testimonies).
5) Technical SEO optimization
- Check your meta tags (title, description), your Hn tags.
- Take care of your Internal netlinking : replace old links with fresher new pages and relevant if necessary.
- Acquire Backlinks high quality (partnerships, guest articles).
Maximize the conversion rate thanks to SXO
One conversion rate high is based on:
- Of CTA hard-hitting.
- One user journey simplified and convincing.
- One clear offer that answers the real problems of the Internet user.
Example of KPI to follow : CTR, bounce rate, average time on page, number of conversions, etc.
By testing different versions (A/B Testing) and measuring their performance, you can find the optimal formula for your audience.
Optimizing loading speed: an essential KPI
A fast site is a site appreciated by Google and your visitors:
- Let's compress the images, let's avoid superfluous scripts.
- Let's measure regularly with PageSpeed Insights or Lighthouse.
- Let's aim for a Green score (ideally 90+ on mobile) to offer frictionless navigation.
La speed acts directly on the bounce rate And the user satisfaction.
SXO approach: How to optimize your site for Search Experience Optimization?
For a solid SXO strategy, it is important to combine technical optimization, quality content and taking the user into account every step of the way. Here are some areas to be studied in greater detail:
Analyzing user needs
- Surveys and direct feedback : Ask your visitors by email, via an online chat or on social networks to understand their expectations and their possible bottlenecks.
- Behavioral data : Use Google Analytics, Hotjar, or any other tool to identify the most visited pages, the time spent on the site, and the bounce rate.
- Qualitative approach : Pay particular attention to spontaneous feedback (e.g. messages in a contact form) which often reveal more specific needs or obstacles to conversion.
Improve content
- Logical structure : Use H2, H3 tags, bulleted lists, and short paragraphs for easy reading.
- Relevant keywords : Target queries related to the search intent of your users, without over-optimizing. Think “semantic” rather than simply repeating keywords.
- Depth and added value : Present numerical data, case studies or concrete tutorials. Thus, the user quickly understands why your content stands out from that of competitors.
Optimize performance
- Charging speed : Compress your images, use efficient hosting and clean up your scripts to reduce display time.
- Mobile compatibility : Regularly check that your site is displayed perfectly on smartphones and tablets. A responsive design improves user satisfaction and SEO.
- Visual stability : Avoid untimely movement of items when the page loads (Core Web Vitals). A good visual experience helps to reduce the bounce rate.
Focus on conversion
- Effective CTAs (Call-To-Action) : Highlight buttons or incentive links, placed in strategic places (end of article, sidebar, after a key section, etc.).
- Simplified forms : Limit the number of fields to fill in and facilitate submission (no overly intrusive captchas, for example).
- Social proofs : Display testimonials, reviews and customer feedback to reassure your prospects. If possible, illustrate your successes with numbers or partner logos.
Evolve continuously
- Follow-up and measurement : Continuously analyze your KPIs (bounce rate, conversions, time spent on the page) via Google Analytics or other dedicated tools.
- A/B Testing : Experiment with different titles, CTA locations, and content formats to find out what works best for your audience.
- Constant adaptation : Algorithms, like the behavior of Internet users, evolve over time. Adjust your SXO practices to stay relevant and maintain a great level of user experience.
By adopting these best practices, you will not only improve your posturing in search engines, but you will also offer your visitors a smooth and engaging journey. That's the whole spirit of SXO: combining the principles of SEO and UX to stimulate both your visibility And your conversions.
SXO: How Noqode optimizes its site to combine SEO and UX
Chez Noqode, we apply these principles to create or redesign Webflow sites :
- Keyword research focused on the intention: “Webflow agency”, “ergonomic site redesign”, “SXO strategy”...
- Webflow design : efficient and 100% responsive, to offer a smooth experience on all devices.
- Conversion-oriented content : visible CTAs, clean forms, customer testimonials.
- Regular monitoring of KPIs : bounce rate, time on page, speed, conversions.
- Relevant internal networking : we replace/remove old links to favor more recent and more targeted pages (case studies, new articles, etc.).
The result: growth Organic Louder, one conversion rate rising and better satisfaction of users.
Conclusion: referencing based on experience and performance
The SXO marks a new era in SEO, where the user satisfaction is becoming as important as the standings on Google. By integrating solid SEO practices, a ergonomic design, a quality content And CTA effective, you maximize your chances of succeeding online.
Want to take action?
Contact Noqode to find out how we can help you create a fast, beautiful and profitable Webflow site, thanks to an SXO approach designed for your audience and search engines.
Answers to common questions about SXO
1. What is the difference between SEO and SXO?
The SEO (Search Engine Optimization) focuses on optimizing factors like keywords, the Backlinks And the substructure of the site to improve visibility in search engines.
The SXO (Search eXperience Optimization), on the other hand, combines these SEO methods withoptimizing the user experience (UX). The objective: not only to obtain a good ranking, but also to offer a smooth navigation to convert more visitors.
2. Why is SXO important for my website?
The SXO aims to optimize both standings in search engines that theexperiment experienced by your visitors. By better meeting the expectations of Internet users, you increase their satisfaction, reduce bounce rate and improve conversions (purchase, registration, etc.). It is therefore a key lever to boost your visibility and your business results.
3. How do you optimize content for SXO?
- Analyze search intent : Use tools like Google Search Console to understand your users' queries.
- Structure your articles with clear tags (H1, H2, H3) and short paragraphs for easy reading.
- Insert relevant keywords, without falling into over-optimization.
- Focus on ergonomics and readability : catchy titles, illustrative images, airy layout.
By adopting these best practices, you make your content clearer for the user... and for Google.
4. Can SXO improve conversion rates?
Yes, it is even one of its main objectives. SXO is not limited to seo : it integrates the UX quality to guide your visitors to the desired action (fill out a form, place an order, etc.). En making navigation more fluid and by offering content adjusted to the real needs of the user, you increase engagement and, therefore, the probability of conversion.
5. Can I change my internal links to make them more relevant?
Absolutely. Update or supersede old links by new pages more recent and adapted to the needs of your audience reinforces the coherence of the internal network. It is positive for user experience (which finds the right information more quickly) and for google, which values an updated and relevant site.
