Search Experience Optimization (SXO)

Instead of just building search engine rankings, we change visitor behavior to benefit your business. People who land on your website are much more likely to become customers.

The website is as fast and easy to use as possible
Any technical errors blocking users are eliminated
Content is perfectly aligned with the intentions of your potential buyers
Navigation smoothly guides the user to purchase
Every element of the website supports the purchasing decision process

From click to profit - consistent digital that generates orders.

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Search Experience Optimization (SXO) - photo no. 13

We are the fastest-growing SEO agency in Poland. Website positioning with Verseo increases the average profitability of our clients' businesses by 24% annually. Our UX initiatives, on average, pay for themselves within seven days of implementing our recommendations.

97% of companies renew their SEO contracts with us. Our service is transparent and based on a mutually agreed-upon work plan. Our relationships with clients are based on partnership and are characterized by honesty, with full reporting of activities and results.

Customer opinions about working with Verseo

We feel safe with Verseo

"The action plan is tailored to our capabilities, and that's the most important thing; we feel comfortable with it. We are laymen, so we can expect different things, but people who are professionals in what they do and whom we trust give us guidance, and then we feel safe."

Paulina Branecka-Giec
Owner of the Galea brand

Case Study: Rugito & Verseo

"Thanks to the reports we receive on a regular basis, we feel like we have our finger on the pulse. We know exactly where our money is going and how that translates into sales. What we value most about working with Verseo is the contact we have at any time of day or night, on virtually any matter."

Radosław Bartosik
Co-owner of Rugito.pl

We generate profits for our customers!

"We were looking for a trusted partner who would propose ready-made solutions, implement them, and monitor the results on an ongoing basis. Verseo experts analyzed the situation and returned with a ready-made solution. In 2022, we increased sales by 40% year-on-year. Verseo's estimates are consistent with the actual situation."

Michał Tobiasz
CEO & Co-owner Fotoforma

Giacomo Conti's tailor-made offer

The efforts of Verseo experts ensure a steady increase in the brand's visibility in the virtual space and increased sales in the online store. "I value Verseo for its partnership approach, communication skills, and work ethic, which results in higher sales."

Mateusz Stasiak
Head of Marketing and E-commerce Giacomo Conti

We combine empathy with hard data

"We decide everything together and don't have to check, ask questions, or wonder. We know what needs to be done and it's delivered on time. Good communication, a climate of conversation, mutual trust. It's also important to us that there's a person on the other end. This human, empathetic face of business."

Paulina Malicka
E-commerce Manager Costway

About communication that increases visibility, traffic and... sales!

We were looking for someone reliable, and those reviews led us to Verseo. I'd never worked with anyone like this before. The results are beyond satisfying. And we're hungry for more!

Paulina Michnikowska
Marketing Director at e-okularnicy.pl

Challenges? No problem!

"An important sales channel for us is online. Last year, we noticed a decline in sales in our online store. We turned to Verseo for help and together developed a recovery plan. For us, Verseo is a trustworthy partner we can commit to for many years."

Sławomir Bielenia
COO At MasterSport

97 %

SEO clients extend
contracts with us

24 %

this is how much we increase the average profitability of companies year on year

SEO experts

150+

internet marketing experts

What does the SXO agency do?

Unlike other SXO agencies, which have made the hybridization of SEO and UX into a marketing slogan, our core methodology still considers SEO and UX separately. Both require distinct, highly skilled specialists, and if you want top-tier service, you shouldn't reduce SEO to copy and links, or UX to the colors chosen for CTAs.

SXO agencies often offer to incorporate UX into SEO, but a closer look reveals that these are classic SEO offers or audits, with some of the familiar terms reimagined and deemed to have a profound connection to website usability – page load speed being no exception. In most cases, therefore, SXO offers and activities will be no different from classic SEO offers. This is also evidenced by the pricing of agencies offering SXO, which are no different from SEO offers.

If you want SXO to handle both SEO and UX, then it would be a good idea to be prepared for a larger investment than PLN 2-3.000 per month.

SXO definition

SXO is an English acronym that stands for Search Experience Optimization. In Polish, it can be translated as "search experience optimization." However, in practice, SXO consists of more than one element.

First of all, it is Search Engine Optimization, or SEO activities. Website positioning aims to attract as many people as possible to your website who search and check the information they need in the Google search engine. Not everyone, of course, but those who could potentially become your customers, and this is achieved through the appropriate selection of keywords.
Secondly, there are activities in the UX area., or "user experience." These are the processes by which a website captures the user's attention for longer and leads them "in a thread of a ball" towards conversion. These include all the solutions that facilitate navigation through the website and the rapid discovery of the necessary information – in other words, its usability and the possible elimination of barriers and "obstacles" on the way to making a purchase.

SEO and UX conversion path optimization are a combination that fits into modern and effective Marketing 5.0 strategies.

How does SXO agency work?

The SXO strategy is the future of internet marketing and web development . Its effectiveness will not only help your website rank higher in Google search results, but also ensure that users stay on your site longer and take the desired action. This approach:

will attract potential customers to your website – those who have high conversion potential;
will make them more willing to explore your offer and they will feel "comfortable" as they move through the subsequent tabs;
make it easier for recipients to convert – this will be done in an intuitive way.

As a result, you will support communication with customers from the upper levels of the sales funnel (those who are just getting to know the topic) as well as those from the middle and bottom, i.e. those close to making a purchase.

Understanding the Basics of SXO

What is SXO? While this term may seem complicated, it actually combines well-known tools and principles into a single, cohesive strategy. Learn exactly what SEO and UX are and how they interconnect.

SEO and UX – definition

SEO and UX are the foundations of modern website promotion. Their combination introduces a human element to positioning and allows you to view online marketing from the customer's perspective. This is what both your audience and Google's algorithms expect! Learn more about the components of SXO.

What is SEO?

SEO, or Search Engine Optimization, also known as website positioning, encompasses all activities aimed at ensuring that potential customers can reach your company website through your position in Google search results.

Website positioning consists of many elements, including areas defined as on-site (changes and work directly on the website) and off-site (e.g. publications on an industry website thematically related to your brand).

Good SEO is influenced by, among others:

fast, smooth and error-free operation of the website;
no barriers that make it difficult for Google robots (and users) to read the content of the website;
well-optimized content, headings and meta descriptions – saturated with relevant keywords (industry phrases) and with a well-thought-out, clear structure;
thoughtful internal and external linking.

The better a website meets the requirements, the higher its position in the Google search engine for phrases related to a given industry.

What is UX?

UX, or User Experience, is equally important when designing websites. In the case of UX, the focus is on the usability and intuitiveness of the website, as well as user behavior. Therefore, it is strictly related to user behavior on the website.

The goal is to create a website where the user immediately gets what they came for . Why is this important? Your potential customers don't want to waste time, for example, searching for a contact form or offer details. They need to know almost immediately where and how to find the information they need. They also need to know how they will convert if, for example, they decide to make a purchase or contact you about an offer. Of course, the graphical layer should also systematically remove barriers and elements that cause confusion. However, this isn't achieved based on predetermined rules, but through continuous testing of user behavior on the site and A/B testing.

Good UX that results in higher conversions includes:

clear interface;
simple, clear appearance of websites;
a well-designed site map – one that leads through subsequent tabs in a logical order (e.g. from general information, through product descriptions, to technical details and a subpage allowing for sending a request for quotation/placing an order);
understandable content that can be easily "scanned" to find the information you need.
ensuring good contrast of text and graphic elements and their optimization;
ensuring page loading speed and adaptation to various types of devices.

How do SEO and UX relate to SXO?

As the distinction above demonstrates, SEO and UX are intertwined. Therefore, they can no longer be treated as separate strategies. That's why SXO combines both elements – ensuring a website is user-friendly from the start, and ultimately, search engine-friendly as well.

The Importance of Finding a Balance Between SEO and UX

Striking a balance between implementing SEO activities and UX optimization is key to success. Therefore, it's important to ensure that your website isn't rigidly focused on keyword stuffing (which is more of a "shot in the foot" than an effective solution in online marketing these days), nor is it overly simplistic and minimalistic.

Experts know how to find the balance that guarantees a high conversion rate.

SXO – why is it worth implementing an SXO strategy?

SXO is the foundation for your business development . If you want to gradually strengthen your position and maintain high search engine visibility for the long term, there's no other path. Only when SEO activities are combined with a focus on the customer and their purchasing journey can they reach their target audience and translate into real sales.

Choosing SXO combines everything you need. See what makes it effective!

You are combining two important marketing strategies

SXO doesn't just ensure your website ranks high in search results. It also attracts customers to your site and makes them more likely to place an e-commerce order or submit a quote request faster and more willingly.

Combining SEO and UX into a single strategy also saves time and money . Both are essential, so why implement them separately and pay much more while making numerous mistakes?

You gain valuable traffic

The SXO strategy is focused on generating traffic to your website, which is crucial in online marketing. The goal isn't to have thousands of random visitors. It's important to ensure that those who are most likely to be convinced by your offer reach your site . This reduces the cost of acquiring a single customer, saving you money!

You create the image of an expert in the industry

SXO is high-quality content . It answers real questions your customers have in a way they understand. Google and users alike love it. This helps you gain the trust of current and future customers.

You get long-lasting effects

SXO is a long-term solution. A well-planned and implemented strategy will help your website soar in search results, and you'll see this translate into more orders/requests for quotes. This means you gain improved financial liquidity and can confidently plan your business growth.

You stand out from the competition

While awareness of SXO is slowly growing, by choosing this strategy now, you're one of the first. Customers will quickly recognize that you're putting them first and delivering valuable content thoughtfully . This will pay off faster than you think!

You increase the number and value of conversions

SXO clearly impacts your conversion rate—it increases the number of people you engage with your brand while simultaneously helping to lower the cost of acquiring them. This means you receive a significant return and can focus more on activities that will help you grow faster.

You eliminate errors and shortcomings on the website

SXO prioritizes ensuring your website is working properly more than SEO. The initial step in implementing this strategy is an SXO website audit. This allows us to assess your website's potential and pinpoint any flaws and omissions that may be discouraging customers.

Sometimes small changes can make a HUGE difference!

You gain the trust and loyalty of your users

A company website created with customers in mind, with their convenience in mind, rather than simply filling tabs with keywords, has a significantly lower bounce rate. Customers trust you more and begin to treat you as a reliable partner—one worth finalizing the purchasing process with.

You gain new knowledge about your users

SXO also offers advanced analytics—primarily using Google Analytics, but also many other tools. Observing user behavior on your website makes it easier to draw conclusions and make informed changes. This way, customers can better understand your offerings and ultimately benefit from them.

SXO Activities – What exactly does SXO mean and how does it differ from SEO?

SXO is a combination of SEO, UX, analytics, content marketing, and web development. It differs from SEO in that it emphasizes the needs of a "live" customer from your target audience and the real user of your website. And it works!

Pogo sticking, or how Google fights for UX in SEO

Pogo sticking is a phenomenon where a user clicks on the first result displayed by Google in response to a query and "bounces" from the opened page like a boomerang. This happens when they don't get the information they came for "right then and there." As a result, the search engine lowers the ranking of such a website, which falls to the bottom of the search results list. The reason for this is simple: it's a website optimized for SEO, not SXO. In this case, UX optimization and an understanding of the sales funnels of a given business are necessary.

The most common mistakes when using SXO

What mistakes can be made when implementing SXO? There are many. See if any of them have appeared on your website.

Focusing too much on SEO and neglecting UX

While keywords are important, over-emphasis on them can do more harm than good. Google's algorithms are based on artificial intelligence. Therefore, today, they primarily "look" for natural, substantive content, not robotically inserted phrases.

Excessive use of keywords and SXO

Keyword stuffing can also expose you to serious SEO problems. When creating content, it's important to maintain a healthy balance and "write for people, not search engines." "Whipping water" on your page will quickly cause the reader to close the tab, and you'll lose more than you gain.

Ignoring mobile optimization

Internet users open the websites they find interesting on various devices, increasingly on smartphones. Failing to adapt your website to smaller screens is a big mistake. Make sure it's responsive!

Lack of measurement and analysis of results

SXO is a continuous analysis of what's happening on your website. It involves observing customer behavior, creating heat maps, and understanding and designing user flows on your website. All of this helps you better design your website's information architecture to meet your audience's expectations. If you don't do this, you'll start to lose ground over time.

SXO vs CRO – learn the differences

SXO is often equated with CRO, or Conversion Rate Optimization. However, Search Experience Optimization is much more than that! SXO's efforts aren't focused solely on the "bottom of the sales funnel," but rather on customers at all stages of the purchasing process. This is important because the more people with a low willingness to buy that are attracted, the higher the final conversion rate.

Search Experience Optimization vs. SEO with UX elements

SXO is also more than just SEO with UX elements. The latter allows for a greater emphasis on user experience, overlooking the importance of keywords. However, both of these elements are crucial in digital marketing today.

Keyword Research in SXO

SXO evaluates keywords based on their "intent" and what interests customers in your target audience. Specific phrases are selected that truly address the topics your audience is searching for.

Content Optimization vs Search Experience Optimization

What distinguishes SXO from SEO is the way content is optimized. Here, it's not just about filling the content with keywords that matters. What matters is a "pro-customer" attitude. What does that mean?

Creating content for a specific audience

Both the substantive value of the content and the language adapted to a specific group of readers are important.

Headline Rank

Headings are intended to facilitate website navigation and allow customers to quickly find the information they need, and should also support SEO.

Use of multimedia

Videos and other interactive forms often make complex issues easier to understand. If you can show them instead of write them down, it's worth doing so because you're also engaging the site user in other activities.

Internal linking

Internal linking should build logical connections between different parts of the page, so that the reader sees logic when moving from one tab to another. This also helps Google robots understand the importance of the page's content.

User experience

The UX side is equally important, so what exactly?

Page speed

Page load time is crucial. Nobody has the patience to wait forever for a website to be ready for browsing.

Mobile version optimization

Adapting a website or online store to smartphones or tablets (so-called responsiveness) is even more important than loading time.

Navigation and site structure

The website must be designed in such a way that you can "find your way around" it in a split second, and you should also remember about the balanced contrast of graphics, texts and other elements.

CTA – Incentive to Action

Buttons that encourage users to take specific actions guide them through the tabs. They answer the question "what's next?"

Analysis and tracking

Another element of SXO is analytics. What matters?

How to use analytics to improve SXO?

Tracking the results achieved by the website, observing so-called heat maps or the popularity of individual tabs helps to implement "best practices" and eliminate elements that do not attract or distract the attention of recipients.

User behavior analysis – Search Experience Optimization

The analysis not only looks at which tabs users visited, but also considers, for example, their intention in accessing them and which sections were read most frequently. Conversion rates are also important.

Measuring Success at SXO

Success in SXO is measured on the basis of conversions, i.e. purchases on the online store website or sent contact/quote requests, and this is important for sales and funnel design.

Data-driven decision-making

Analytics allows you to consciously make changes to your website to optimize SEO costs even more effectively.

How to measure SXO effectiveness?

SXO's effectiveness is measured using tools such as Google Search Console and other tools used by experts, such as Google Analytics, HotJar, SmartLook, and CRM systems. Good agencies know how to track results and draw conclusions from the data they receive.

SXO Audit of a Verseo Website

Want to get started in the SXO space? Do it with us! Start with an SXO audit. This comprehensive assessment will be the starting point for further steps.

Why is it worth conducting an SXO audit?

An SXO audit will determine:

how your website is currently adapted to SXO, both in terms of content, layout and user experience;
what needs to change to start achieving the desired SEO results and increase conversions;
how to expand or rebuild a website.

An audit is also a great starting point when planning your budget and thinking about your business strategy.

How to choose the best SXO agency?

Above all, consider SXO's experience in modern online marketing for companies of all sizes. Check the experts' qualifications and the online reviews of the SXO agency you're interested in. This is the first step to finding an experienced partner.

Is it worth investing in SXO?

Investing in SXO is a way to stand out in the industry and optimize your online marketing investment. Combine all your key promotional activities into a single strategy. This way, you'll gain more than ever before—not only in reach, but above all, in conversions.

How much does SXO cost?

The price of SXO services depends on many factors. The scale of your business, your industry, and the number of changes your website requires are all important factors. Want to know what your budget is? The first step is to fill out the contact form. Let's talk and discuss the details together!

Search Experience Optimization – FAQ

What is the difference between SEO and SXO?

SXO focuses not only on building reach and visibility in search engines, but also, and above all, on how these translate into conversions and sales. This strategy places the customer at the center of its focus.

Is SXO only important for large companies?

No. This strategy is suitable for companies of all sizes – every website deserves this type of optimization.

How long does it take to see the effects of SXO?

It depends on many factors. However, it usually takes several months to see the first visible results.

Can SXO be outsourced?

It can, and even should. Actions in this area will only be effective if they are led by experts.

Is stuffing content with keywords still an effective SXO tactic?

No. Keywords should be chosen carefully, and content shouldn't be strictly subordinated to them. What matters is its quality, clarity, and substance.

How to conduct an SXO audit?

Contact Verseo. We'll take care of it and provide a free quote and methodology.

What tools should I use for keyword analysis?

For example, Google Keyword Planner or Google Search Console can be helpful.

How to evaluate the quality of content on a website?

It should be viewed in terms of transparency, relevance to user needs, informativeness, and content. These are also the most important elements for Google.

You are now reading:

Search Experience Optimization (SXO)

What does the SXO agency do?
How does SXO agency work?
Understanding the Basics of SXO
SXO – why is it worth implementing an SXO strategy?
SXO Activities – What exactly does SXO mean and how does it differ from SEO?
SXO vs CRO – learn the differences
Search Experience Optimization vs. SEO with UX elements
How to measure SXO effectiveness?
SXO Audit of a Verseo Website
How to choose the best SXO agency?
Is it worth investing in SXO?
How much does SXO cost?

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