SXO... a new term for you? Yet, it's undoubtedly the future lever of SEO on the popular search engine, Google.
When we talk about SEO, in recent years, we've discussed techniques, links, and content. But things are evolving quickly. The behavior of internet users has changed significantly in their web usage, and Google's main objective is to deliver the best experience.
A great customer orientation, well done.
These new ways of navigating the web lead to a new strategy for Google to appreciate your content: the enhancement of user experience.
What is SXO? Different from SEO?
SXO is a delightful blend of SEO (search engine optimization) and UX (user experience). Our definition?
At Digidop, we define SXO as the integration of the human browsing experience on your website into Google’s ranking algorithms.
The questions you should ask yourself are:
- Is the user journey on your site clear? (Marketing funnel, placement of elements)
- Is the navigation pleasant? (Limit animations, pop-ups, etc.)
- Is your offer well presented? (Is it easy to understand your service?)
Why have an SXO strategy? (SEO + UX)
For several years, there has been a split in SEO between techniques, links, and content. UX previously accounted for only 10% of the focus. But habits are changing, and SEO is adapting!
What if Google, the web leader, decides to concentrate on the user... That’s definitely a trend to follow!
How to implement SXO on your site?
The topic is still young, and few long-term analyses are available to measure its results. However, examining certain statistics allows us to create initial optimization lists to implement on your site. These optimizations have three main goals:
- Reduce your bounce rate
- Increase the time users spend on your site
- Enhance your interaction rate
Here are the details of the optimization experiences recommended by Digidop.
Optimized Google Core Vitals
Google Core Vitals is a set of metrics that should be considered within your SEO strategy. These metrics can be examined using Google’s free auditing tool: Google Lighthouse. The audit tool provides performance scores for 4 key factors on any web page:
- Performance (loading time)
- Accessibility
- Best practices
- SEO
Optimizing Landing Pages
Users dislike having to search for things. That’s why Google focuses on providing the right information in the easiest way for them to find. It makes sense to optimize your landing pages by answering questions based on people's needs or the target market. This will help improve your conversion rate and SEO.
For instance, at Digidop, we have a landing page for each of our migration service tools:
- WordPress to Webflow
- Wix to Webflow
- Squarespace to Webflow
- Etc.
Thus, users can easily identify with these pages that meet their needs. And Google is likely to recommend Digidop for these relevant queries in the SEO rankings.
Optimizing Your Mobile Site
Important? I would say essential. Over 50% of global traffic occurs on mobile devices. There's even a chance you’re reading this article on your phone!
Learn more about mobile optimization in this article!
Well-Distributed and Structured Content
Your content must be high-quality and have specific objectives.
- Address a need
- Encourage action
- Informational
Your content should also be strategically placed. 90% of French websites have the same structure (in terms of UX): sections, buttons, services, and social proof. They are always arranged in the same way.
Why?
Users have become accustomed to navigating through content. If you try to innovate and change the position of your call-to-action element, there’s a high chance that they won’t even notice it!
And yes, this is the reality of the web. Users scroll mechanically and act (for example, making a purchase) or decide to close the page very quickly.
Conclusion: UX x SEO for your Google SEO
SXO is the integration of user experience (UX) as a factor in your "SEO score" on Google’s search engine. This score has a direct impact on the likelihood of appearing in the top positions in search engine results.
At Digidop, we have identified three ways to improve the user experience on your website (and thus your SXO):
- Analyze user behavior on your site (using tools like Hotjar)
- Test the designs of your web pages with your surroundings and observe their actions
- Create mockups on Figma of your web pages to get an overview of the user journey on your page
At Digidop, we work with MérieUX, UX and UI designer. Their tasks range from designing client mockups to the needs of Digidop. We then use Webflow to develop the Figma mockups. We chose Webflow technology because this no-code CMS allows the creation of fast websites, reducing the bounce rate.
