What is the definition of SXO?
You’ve probably already heard of it if you’ve been paying close attention to webmarketing. SXO can be defined as the marriage between SEO (Search Engine Optimization) and UX (User eXperience).
As a result, this concept combines search engine optimization with strategies designed to improve the user experience. When you adopt the SXO approach, positioning a site’s pages in Google, Bing or Yahoo alone is clearly no longer enough.
Those in charge must be systematically driven by the desire to meet the expectations of visitors to their blog or online store, and do everything in their power to win their loyalty and convert them.
But the fundamentals of SEO remain. The triptych of content – technique – netlinking is still paramount. But it no longer has to be the sole focus of attention for marketers and SEOs.
What actions to take in SXO?
A few years ago, when the competition wasn’t so fierce, a company could reap the rewards of simple content optimization. Relevant titles, H1 tags made up of synonyms of the targeted key phrase, a few links to high Page Rank sites…and that was it! A SXO agency will help you with both SEO and UX.
Nowadays, there’s so much content out there that you have to play hard and fast in SEO to appear on the first page. Then, once you’ve achieved a high ranking, you still have to get visitors to click through to your site. Finally, the UX must be effective to convert. SXO, a true alliance between SEO and user experience, enables you to get from the point where your site is not visible to the point where it converts.
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6 SXO tips to boost your website to position 0
Here are a few tips to give your SEO a boost.
Optimize your CTR
To boost your CTR (click-through rate), it may be worth mentioning the price on the product title, highlighting free shipping, promoting very advantageous lead times or creating personas.
Once the surfer has been lured into the meshes of your net, it would also be profitable to highlight complementary content likely to interest them. For example, a media outlet that compares top-of-the-range smartphones may want to encourage them to discover mid-range devices that could also be just what they’re looking for. A retailer, on the other hand, might highlight compatible accessories alongside a phone they’re offering for sale.
Optimize your site the traditional way
All the steps we’ve outlined should not overshadow the importance of technical optimization and link building. It’s the combination of all these often time-consuming tasks that enables a site to attract more Internet users, provide them with relevant answers and win their loyalty.
Optimize your positioning with SEA
Secondly, Google Shopping presents opportunities for merchants, and the image search engine enables any site to bring in more visitors.
Many sites can attract the attention of Internet users with illustrations.
Why optimize your local search engine optimization?
Merchants, especially those who focus on their local area, would be wrong to ignore Google My Business. This service highlights numerous establishments on a large number of queries. Hotels and restaurants that don’t benefit from or don’t want to appear on intermediary platforms (Booking and La Fourchette to name but a few) can attract Internet users if they use the tool correctly. Find out more about local SEO.
How do I optimize my landing pages?
Each page must be part of your overall SEO and user experience strategy. Develop your content to enrich the lexical field, and tell your visitors a story. There’s nothing more depressing for a visitor than to come across one manufacturer’s description sheet after another, reproduced as they are by retailers.
Optimize your conversion rate
In addition, two SXO techniques can help you increase your conversion rate. These are Eye Tracking and A/B testing. Eye tracking is useful for determining the order in which elements on a page are viewed, and for pinpointing the areas where the visitor’s gaze lingers most.
A/B testing, which certainly merits a dossier of its own, is like putting two pages presenting the same product or service in competition with each other. The elements (title colors, positioning of body text, images, purchase button or form to be filled in, etc.) that make up the page are arranged differently. The tool records the actions and conversions carried out by Internet users, without them realizing that they are landing on the first or second version of the same page. There are very different levels of performance, depending on the choices made by merchants.