SXO: Search Experience Optimisation

The approach of Search Experience Optimisation heavily borrows from SEO, particularly in terms of its technical aspects. Therefore, in an SXO strategy, the following points will be given priority attention.

Optimising web pages: On-page optimisation is one of the most important aspects of SEO. This involves filling in HTML tags (such as title, meta description, Hn titles, alt attribute for images) with strategic keywords that inform both crawlers and users. Schema.org markup can also be used to create structured data.

Page load time: The speed at which a page loads is a user experience criterion, but it is also a ranking factor that search engines consider. When a page loads too slowly, users tend to leave without waiting, resulting in a higher bounce rate. Therefore, optimising the technical aspects of pages contributes to keeping users on the site.

Site security: Internet users want to know that their data is protected, so they tend to be wary of insufficiently secured sites. Switching to HTTPS is therefore an essential part of SEO since browsers indicate which sites are protected or not (e.g. with the small padlock icon in the search bar).

Mobile display: Mobile devices account for 64% of all internet traffic. Therefore, a website cannot ignore the importance of mobile compatibility, and its page design must be adapted to different screen formats. This is especially crucial since Google prioritises mobile versions of sites in the SERP.

The core of the user experience lies in two key aspects: smooth navigation and usability. SXO draws heavily on UX in these areas, aiming to provide users with an optimal experience throughout their journey, from information search to conversion. Here are the major levers:

Site architecture: The structural organisation of a website plays a crucial role in how it is perceived by users. To ensure intuitive navigation, a certain level of consistency should be guaranteed in the site's hierarchy, with page depth limited so that each piece of content is ideally accessible in less than four clicks.

Main menu: On a website, the menu is the most important reference point. It should always remain visible, regardless of the page being viewed, and offer a limited number of choices to avoid overloading the user. The integration of a breadcrumb trail (an indicator of the path taken, page by page) is a plus in terms of user experience.

Internal linking: The presence of internal links connecting pages together enhances navigation and discovery. Users are encouraged to explore new content, thus spending more time on the website – which sends positive signals to search engines. In addition, the longer a user spends on the site, the more likely they are to convert.

CTA buttons: u0022Call-to-actionu0022 buttons are designed to prompt the user to take action with the goal of converting them. Their strategic placement on the site, as well as their visual appeal, are key factors in SXO because these buttons pave the way to conversion. They are typically associated with landing pages.

We'll wrap up this overview of SXO levers by discussing content. Content plays a critical role in optimising the search experience because it intervenes at every stage of the user's journey. It's the content that, by appearing in the search engine results pages (SERPs), makes users want to click on specific links. It's the content that provides visitors with the information they came for, as well as the answers to their problems. Finally, it's the content that promotes conversion through subtle mechanisms, such as combining a CTA with a landing page or form, or transitioning from a regular article to a product page that encourages filling a shopping basket. This content must therefore be optimised for SEO, but it should also add value to users.