FORGET SEO; SXO IS THE FUTURE OF DIGITAL MARKETING
Death OF SEO! Long live SEO! Both statements are repeated in all corners of the Internet, in the mouth of digital marketing gurus. Actually, both are correct. How? SEO is not dead, but, as a living thing, it is constantly evolving. Thus, SEO, as we knew it, yes, it is dead. And in the midst of this contradictory mess, the SXO has just landed.
The first cousin of search engine optimization is nothing more than an evolution of SEO. A twist on the way we position our content on the Internet. Do not miss the following article, the SXO is the future, or even the present, of digital marketing.
The keys to SXO
“The important thing is not that you come; it is that you come back.” This phrase, collected in online marketing, perfectly sums up the evolution of SEO in recent years. We want visits on our website, yes, but at what cost? The important thing is that the user or potential client has a good experience and wants to repeat it with us.
Thus, user experience, or simply UX, is the first major key to the SXO. This new way of understanding content marketing requires a change in mindset. The positioning of keywords and the number of external and internal links will lose weight in how search engines position articles or web pages.
“Content is king” is another of the great phrases of digital marketing. What to do, super optimized content for search engines, or create beautiful and creative content? Do we bet, better, on utility?
“It doesn’t matter how well the content is written . If it is not in sync with the user’s expectations, it may not be worth anything”. The “good content” that we have been talking about means that we have evolved, leaving SEO behind, and gradually moving towards optimizing the search experience.
This is, in short, the SXO: the Search Experience Optimization. The important thing is to know (with data, not intuitions) what the user wants. And give it to them as part of the best possible experience.
How does Google measure the SXO?
This optimization of the search experience is not a trend anymore. It is THE trend that search engines are evolving towards. It is clear that there will still be those who can position the content by repeating a keyword or having a URL with the keyword, but these factors will lose importance in the future.
This is how Google already measures your SXO good practices.
- The bounce rate. This metric, also known as the bounce rate, has long been singled out for its importance. Basically, it means how long it takes for the user to leave your page and return to the Google results. If they come back quickly, it means that they did not like what they saw. If they stay, it means that their experience is good and, therefore, your website deserves to be awarded.
- The search changed. If the user leaves your website and performs another quick search on Google, your page is far from having satisfied their needs.
- The click-through rate. Also known as CTR, it measures how many clicks our website receives based on the number of impressions (the number of times we appear as a result). If the number is low, you are failing the first step of a good search experience: an attractive and valuable web description.
This is how SXO is practiced
Google is already making changes to its search algorithm to reward SXO. According to some experts, it also prepares a significant revolution to give even more weight to the search experience. There are no absolute truths in these fields, but this is how the digital marketing experts summarize the changes that you can begin to implement in your digital marketing strategy.
- Generate responses. Most searches are questions. Thus, the work as a content creator must provide answers as to its ultimate goal. In fact, for 20% of searches, Google itself already gives a direct answer. If it’s yours, all the better.
- Research keywords in depth. The keywords are still there, although more as a starting point than as a final goal. Good research on keywords (especially long-tail calls) and related concepts can give you a complete idea of what the users who come to your page want.
- Finish the search. This is becoming the great goal of SXO. The goal is for the user to be so happy with your website that they return to it without going through Google. Or at least it doesn’t bounce back to Google and does another search. Although it may seem counterproductive, Google would increasingly reward this behavior. After all, as a search engine, the goal is to highlight the most relevant information for the user.
So SEO is not dead; it is just in perpetual flux. Search Experience Optimization may be the future, but it will not be an immutable truth either. It will also change in the unstoppable race to meet user needs.
If you too wish to improve your Search Experience Optimization- SXO, contact us at Infosty technologies. Or visit our website to check our digital marketing services.
