The days of formulaic SEO (Search Engine Optimization) are long gone. While before SEO was rooted in meeting guidelines set by the bots Google uses to crawl through sites, now it is more about pleasing users. The latest S.E.O guidelines take into account user experience through different statistics. Using machine learning, Google knows the quality of the mobile experience, bounce rates, loading speeds, and more.
Welcome to SXO.
Having successful SEO now requires looking at the site as a whole. That means having good design for optimal UX, accessibility, and more.
Optimization with SXO
Since it’s come down to pleasing users, the future of marketing is SXO (search experience optimization). Finding out how to do that lies in research. That means gathering information, by asking questions and getting answers. This means thinking from the point of view of users, and not bots when optimizing for SXO. Thankfully there are a number of tools that serve this purpose.
Examples include but are not limited to:
- SemRush Keyword Research
- Google Autocomplete
- Answer the Public
People will look for and find your website through searches in most cases. That’s why its important to know what exactly they type in. Depending on the business and the products, people will search specific terms. The way it used to be, people would type a generic phrase and scroll through results. Nowadays, people type in full on questions, and find what they are looking for at the top.
With this, the approach becomes thinking like a customer, and actually valuing their questions, instead of just plugging in keywords everywhere. Companies that successfully manage to answer customer questions become trusted names in lifelong customer-business relationships.
Focusing on Mobile
Data Backed SXO
Factors that will help determine what needs to be improved include
- Bounce Rate
- Conversions
- Average clicks and time spent
This is just a basic outline, for obvious reasons there are many more statistics that are important to look out for. While the data is in essence just numbers, it can give you a seriously beneficial glimpse into what users are thinking as they browse through your site. Through this figure out which pages and aspects are problematic, and make changes as needed.
Wrapping things up
Now that you’ve become aware of these new search engine standards and the magic behind SXO, it is time to make changes. Focus efforts on user experience and forget about solely appeasing bots who cling onto nonsensical metrics when it comes to daily browsing. Optimizing isn’t that difficult when all it demands is understanding which questions are being asked, and how to ideally find your own website through search engines.