SXO with Verseo

Unlike other SXO agencies that have created a marketing slogan out of the hybridization of SEO and UX, our core methodology still treats SEO and UX as separate aspects. Both require highly specialized professionals, and if you want a top-tier service, SEO should not be limited to text and links, and UX should not be reduced to choosing colors for CTAs.

SXO agencies often offer to integrate UX into SEO, but upon closer analysis, it becomes clear that these are classic SEO offers or audits, where some already well-known terms are rebranded and claimed to have a deep connection with website “usability” – for example, page loading speed. In most cases, the offerings and actions of SXO agencies will be no different from traditional SEO services. Evidence of this can also be seen in the pricing of agencies offering SXO, which does not differ from standard SEO offerings.

If you want an SXO agency to handle both SEO and UX, be prepared to invest more than 2,000–3,000 PLN per month.

SXO Definition

SXO is an abbreviation that stands for Search Experience Optimization. 

Firstly, it includes Search Engine Optimization (SEO), which refers to actions aimed at attracting as many people as possible who are searching for and reviewing the information they need on Google. Naturally, it doesn’t aim to reach everyone but focuses on those who could potentially become your customers, which is achieved by selecting the right keywords.

Secondly, SXO also involves User Experience (UX), which relates to optimizing the “user experience.” These are efforts that help a website capture the audience’s attention for longer and guide them smoothly toward conversion. It includes all solutions that make it easier for users to navigate the website and find the information they need quickly – in other words, its usability and eliminating barriers or “obstacles” on the way to making a purchase.

The combination of SEO and conversion path optimization within UX fits into modern and effective digital marketing strategies.

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

• Attracts potential clients to your website – those with a high conversion potential.
• Makes them more likely to explore your offer and feel “comfortable” navigating through different pages.
• Facilitates conversion for users – this will happen in an intuitive manner.

As a result, you will support communication with clients from the upper levels of the sales funnel (those who are just “getting acquainted” with the topic) as well as those in the middle and lower levels, who are close to making a purchase.

What exactly is SXO? Although this term may seem complex, in practice, it combines well-known tools and principles into one cohesive strategy. Learn more about what SEO and UX are, and how they connect.

SEO and UX – Definition

SEO and UX are the foundations of modern website promotion. Their combination introduces a human element to SEO and allows for a customer-centric view of online marketing. This is what both your audience and Google’s algorithms expect! Here’s a breakdown of the SXO components.

What is SEO?

SEO, or Search Engine Optimization, refers to all actions aimed at ensuring that potential customers can find your business website through Google search results.

SEO involves many elements, including both on-site (changes and work directly on the site) and off-site (e.g., publications on industry websites related to your brand) activities.

Key factors influencing good SEO include:

• A fast, smooth, and error-free website operation.
• The absence of barriers that prevent Google bots (and users) from accessing website content.
• Well-optimized content, headings, and meta descriptions – rich with appropriate keywords (industry-specific phrases) and a thoughtful, clear structure.
• Well-planned internal and external linking.

The better the site is optimized for these requirements, the higher its position in Google search results for relevant industry keywords.

What is UX?

UX, or User Experience, is just as important when designing websites. In the case of UX, the focus is on usability and intuitive website navigation, paying attention to user behavior. It is strictly about understanding how users interact with the site.

The goal is to create a site where users immediately find what they came for. Why is this important? Your potential customers don’t want to waste time looking for things like a contact form or details about the offer. They should be able to immediately identify where and how to find the information they need, and how to complete a conversion, such as making a purchase or reaching out for an inquiry.

Also, from a design perspective, barriers and elements causing confusion among users should be eliminated. This is done not based on pre-established rules but through constant user behavior testing and A/B testing.

Key components of good UX that lead to higher conversions include:

• A clear interface.
• A simple, clean website layout.
• A well-designed site map that guides users through different pages in a logical flow (e.g., from general information to product descriptions and technical details, leading to a page where they can submit an inquiry or make an order).
• Understandable content that can be easily “scanned” to find necessary information.
• Ensuring good contrast between text and graphic elements and optimizing them.
• Ensuring fast page load speed and compatibility with different devices.

How Do SEO and UX Relate to SXO?

As shown in the breakdown above, SEO and UX are interconnected. Therefore, they can no longer be treated as separate strategies. This is why SXO combines both elements – ensuring that the website is user-friendly from the start and, as a result, also search engine-friendly.

The Importance of Balancing SEO and UX

Finding the right balance between implementing SEO actions and optimizing UX is key to success. It’s important to ensure that the site is neither rigidly focused on “stuffing” keywords (which today is more of a “self-inflicted wound” than an effective solution in online marketing) nor overly simplified and minimalist.

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

SXO is the foundation for the growth of your business. If you want to gradually strengthen your position and maintain long-term visibility in search engines, there’s no better path to follow. Only when SEO actions are combined with a customer-centric approach and the customer’s journey are you able to reach your target audience and transform this into real sales.

Opting for SXO combines everything you need. Here’s what contributes to its effectiveness:

Combining Two Key Marketing Strategies

SXO is not just about making your website visible high in search results. It’s about attracting customers to your site and making them more likely to make a purchase (in e-commerce) or submit an inquiry.

Combining SEO with UX under one strategy also saves time and money. Both elements are essential, so why implement them separately and spend more, while also making mistakes?

You Attract Valuable Traffic

SXO is focused on attracting meaningful traffic to your website. It’s not about attracting thousands of random visitors, but ensuring that the people who visit your site are those you can likely convince to make a purchase or engage with your offer. This reduces your customer acquisition costs and ensures you’re not wasting money.

Position Yourself as an Industry Expert

SXO delivers high-quality content that answers real questions your customers are asking, in a way they can understand. Both Google and users love this kind of content. This approach helps you gain the trust of both current and future customers.

Long-Term Results

SXO is a long-term solution. A well-planned and implemented strategy helps your site climb the search results, and you’ll see this reflected in the number of orders or inquiries. This provides better cash flow and allows you to plan business growth more confidently.

Stand Out from the Competition

While awareness of SXO is growing, by adopting this strategy now, you’re one of the early adopters. Customers will quickly notice that you put them at the center of attention and deliver valuable content in a thoughtful way. This will bring benefits faster than you think!

Increase Conversions and Their Value

SXO has a clear impact on conversion rates. It increases the number of people who engage with your brand, while also lowering the cost of acquiring them. This allows you to receive more conversions and focus on actions that will help you grow even faster.

Eliminate Errors and Shortcomings on the Website

SXO places a greater emphasis on ensuring everything on your website works properly. The process starts with an SXO audit of your website, which helps identify its potential and any flaws or issues that might be driving customers away.

Sometimes, small changes can make a HUGE difference!

Build Trust and Loyalty Among Users

A company website designed with customers in mind, focusing on their convenience rather than just stuffing pages with keywords, has a significantly lower bounce rate. Customers trust you more and see you as a reliable partner – one they’re more likely to purchase from.

Gain New Insights About Your Users

SXO also involves advanced analytics, primarily using Google Analytics, but also other tools. Observing user behavior on your site makes it easier to draw conclusions and make informed changes, allowing customers to better navigate your offer and ultimately engage with it.

By implementing SXO, you’re not just improving your search engine visibility but also ensuring a better, more user-friendly experience that leads to higher conversion rates, better customer loyalty, and ultimately, sustained business growth.

SXO (Search Experience Optimization) is a comprehensive strategy that combines elements of SEO, UX (User Experience), analytics, content marketing, and web development. Unlike SEO, which primarily focuses on optimizing for search engines, SXO places a stronger emphasis on the needs of the “live” customer – the actual user visiting your website. By prioritizing user experience alongside traditional SEO, SXO ensures that visitors not only land on your site but also find what they are looking for and engage with your content. This holistic approach is what makes it effective.

Pogo Sticking – How Google Fights for UX in SEO

“Pogo sticking” refers to a phenomenon where users click on a search result, land on a webpage, and quickly leave (or “bounce” back) because they don’t find the information they were looking for. This is detrimental to a site’s ranking because Google interprets pogo sticking as a sign that the page didn’t meet the user’s needs. If this happens frequently, Google lowers the site’s position in the search results. This is often due to SEO optimization without taking UX into account. To resolve this, optimizing UX and understanding user funnels is crucial for retaining visitors and improving conversions.

Common Mistakes When Implementing SXO

Here are some common mistakes to avoid when implementing SXO:

1. Overemphasis on SEO and Neglecting UX
   While keywords are important, focusing too heavily on them can be detrimental. Google’s algorithms are increasingly powered by AI, which prioritizes natural, meaningful content over keyword-stuffed pages. A page designed purely with SEO in mind may rank well initially but will struggle to retain visitors if it doesn’t offer a positive user experience.
2. Overuse of Keywords
   Keyword stuffing (excessively using keywords in unnatural ways) is harmful to SEO. It can lead to a poor user experience, where content feels robotic and forced. Striking a balance between SEO and writing for human readers is essential. Content should be natural, informative, and engaging to ensure that visitors stay on your page.
3. Ignoring Mobile Optimization
   More and more users access websites via mobile devices. Failing to optimize your site for mobile viewing can lead to frustration and a high bounce rate. Make sure your website is responsive and works well on all screen sizes.
4. Lack of Measurement and Analysis
   SXO requires ongoing analysis of user behavior on your site. This includes tracking metrics like heat maps, user flows, and conversion rates. By understanding how users interact with your site, you can refine your content and design to better meet their needs. Without regular analysis, you may miss opportunities to improve and could see your performance decline over time.

While SXO (Search Experience Optimization) and CRO (Conversion Rate Optimization) are often seen as similar concepts, SXO is much more comprehensive. CRO focuses specifically on optimizing the conversion rate at the “bottom of the funnel,” meaning the final steps of the purchasing or lead generation process. SXO, on the other hand, is concerned with the entire customer journey, from discovery to conversion. This broader focus helps attract a larger audience, including those who may not be immediately ready to buy, which in turn can ultimately improve conversion rates.

SXO goes beyond SEO with UX elements. SEO with a focus on UX places emphasis primarily on improving the user experience on the site but might overlook the importance of keyword strategy. In contrast, SXO integrates both SEO and UX strategies to ensure content is optimized for both search engines and users, which is crucial in modern digital marketing.

Keyword Research in SXO

In SXO, keyword research goes beyond just targeting high-volume keywords. The focus is on user intent—understanding what potential customers are searching for and crafting content that specifically answers their needs. This ensures that the content resonates with your target audience and aligns with what they’re looking for.

Content Optimization vs. Search Experience Optimization

The difference between SEO and SXO when it comes to content optimization is significant:

1. Creating Content for Specific Audiences: SXO emphasizes high-quality, valuable content tailored to a specific target group. The language used should resonate with the audience, addressing their needs in a relatable way.
2. Header Structure: In SXO, header tags (like H1, H2) not only aid SEO but also improve navigation. They should help users find the information they need quickly while also supporting search rankings.
3. Multimedia Use: Including videos and other interactive content can greatly enhance the user experience by making complex information easier to understand. It also boosts engagement, which is a key focus of SXO.
4. Internal Linking: SXO encourages logical, user-friendly internal linking to guide users seamlessly through your site. It also helps search engine bots crawl the content effectively, establishing a hierarchy of information.

User Experience Considerations in SXO

1. Page Speed: One of the most important aspects of SXO is ensuring your website loads quickly. Users expect fast-loading pages, and delays can lead to higher bounce rates and lost conversions.
2. Mobile Optimization: With increasing numbers of people browsing on mobile devices, ensuring that your site is responsive is critical. A mobile-friendly site is essential for SXO as it directly impacts the user experience and SEO rankings.
3. Navigation and Structure: A user-friendly, intuitive structure is key in SXO. The website should be easy to navigate, with clear paths for users to follow and find what they need quickly.
4. CTA (Call-to-Action): Clear and engaging CTAs are essential in SXO. These buttons guide users to the next steps in the conversion process, whether it’s making a purchase, signing up, or requesting more information.

Analytics and Tracking in SXO

1. Using Analytics to Improve SXO: SXO relies heavily on analytics tools to track user behavior and measure the effectiveness of the website’s performance. Heat maps, user flows, and page visits provide valuable insights into how users interact with the site.
2. Behavioral Analysis: In SXO, it’s not just about which pages users visit but also why they visit them. By analyzing intent, the most-read content, and conversion paths, you can optimize the site to better meet user needs and expectations.
3. Measuring Success in SXO: The success of SXO is measured by conversions, which could be sales, leads, or other desired actions like requests for quotes. These conversions indicate how well the site meets user needs and encourages them to take action.
4. Data-Driven Decision Making: The ongoing analysis helps make informed decisions for further optimization. Understanding user behavior allows you to refine content, layout, and strategies to improve both SEO and user experience.

Measuring the effectiveness of SXO is supported by tools such as Google Search Console and other tools used by experts, such as Google Analytics, HotJar, SmartLook, or CRM systems. Reputable agencies know how to track results and draw conclusions from the obtained data.

Want to start working on SXO? Do it with us! Start with an SXO audit. This is a comprehensive assessment that will serve as the foundation for further steps.

Why is it Worth Conducting an SXO Audit?

An SXO audit will help determine:

• How well your website is currently adapted to SXO, in terms of content, layout, and user experience.
• What changes need to be made to start achieving desired SEO results and increase conversion rates.
• How to expand or restructure your website.
  The audit is also a great starting point for planning your budget and reconsidering your business strategy.

Focus primarily on the agency’s experience in modern internet marketing for companies of various sizes. Check the qualifications of experts and the reviews of the SXO agency you are interested in. This is the first step in finding an experienced partner.

Investing in SXO is a way to stand out in your industry and optimize your investment in online marketing. Combine all key promotional activities into a single strategy. This way, you will gain more than ever – not only in terms of reach but, most importantly, in conversions.

The cost of SXO activities depends on many factors. These include the scale of your business, the industry, and how many changes your website needs. Want to know what budget you need? The first step is to fill out the contact form. Let’s talk and determine the details together!