Service Spotlight: SEO to SXO

Date: Tuesday, 23rd February 2016 | Category: , , , , , ,

Just getting to grips with the new changes to SEO? Now it’s time to start thinking about your SXO…

Google’s mobile-friendly update on 21 April of last year saw them boosting the rankings of mobile-friendly websites (and subsequently dropping the ranking of non-mobile-friendly pages) for mobile search results.

Google updates

This is just one of the latest in search engine updates; the exact criteria that Google now measure a website on to determine its site’s ranking is a closely guarded secret, but is known to include features such as site speed, structure, content and many others that when combined give a desired algorithm for what search engine users are looking for.

To put it simply, for companies, marketers and website owners, we are now leaving the time of Search Engine Optimisation (SEO) and entering the time of Search Experience Optimisation (SXO). In basic form, SXO focuses on optimising success metrics, for example increasing page views or clicks or collecting more email addresses.

Search engines have changed to help the customer, and us as businesses need to accommodate these changes in order to succeed.

What shall I do?

We all know we should be thinking about our website visitors throughout each stage of the design, development and marketing process, but it is easy to let this slip. Schedule in questions and audits at different stages of the process to keep you on track.

Make sure you know how customers have changed- for example the terminology they now use to search. Evidence shows search habits have become more semantic, with people asking questions rather than typing in general terms. Previously someone may have searched ‘weight loss product’, however now the search would be more like ‘what are the best weight loss products to get rid of a pooch belly?’.

If you are answering the questions you’ll be winning in the search engine rankings. So stop worrying yourself about repeatedly mentioning key words in the content and start making sure you are answering the questions your customers have.

Need some help? Get in touch and let’s talk about how we can increase your business’ success.