SXO (Search Experience Optimisation)

SXO (Search Experience Optimisation) is the evolution of traditional SEO that combines search engine optimisation (SEO) with user experience (UX) optimisation. The main objective of SXO is not only to attract traffic to a website, but to ensure that users have a positive experience that leads them to convert (make a purchase, register, download a resource, etc.).

Examples of how to apply SXO to improve user experience and conversion

El SXO (Search Experience Optimisation) has changed the way we optimise websites, combining traditional SEO with an optimised user experience (UX) to improve conversion. Implementing SXO effectively can make the difference between a site that only attracts traffic and one that actually converts visitors into customers. Below, we explore some practical examples of how to apply SXO on a website.

1. Core Web Vitals Optimisation

Los Core Web Vitals are key metrics that Google uses to measure the speed, visual stability and responsiveness of a page. To improve these aspects, it is essential to:

• Reduce the Largest Contentful Paint (LCP) optimising images and improving loading speed.
• Minimise the Cumulative Layout Shift (CLS) avoiding sudden changes in the elements of the page.
• Improve the First Input Delay (FID) ensuring that interactive elements respond quickly.

Example: An e-commerce store improves its score in Core Web Vitals by implementing images in WebP format, optimising its JavaScript code and using a faster hosting service. As a result, your conversion rate increases by 15%.

2. Intuitive design and navigability

A well-structured design helps users find the information they need effortlessly. To achieve this:

• Implement clear and accessible menus.
• Use an effective visual hierarchy to highlight relevant information.
• Optimise browsing with breadcumbs and search filters.

Example: A news site redesigns its navigation menu, grouping categories more intuitively and adding a predictive search function. As a result, page time increases by 30%.

3. Content aligned with search intent

Nowadays, content must respond directly to the user's intent, not just include keywords. To optimise it:

• Crea clear and concise answers to common questions.
• Utilise content structures with captions, lists and bold letters to improve readability.
• Implement Frequently Asked Questions (FAQs) based on real searches.

Example: A health blog improves its organic traffic by including a “Frequently Asked Questions” section in each article, capturing more clicks from Google when it appears in “People Also Ask”.

4. Effective Calls to Action (CTAs)

Las Well-designed CTAs can guide the user to the conversion. To improve its effectiveness:

• Make sure they are visible and persuasive.
• Usa clear and direct messages (Example: “Download now”, “Request a quote”).
• Try different colours and locations to optimise the conversion rate.

Example: An online course platform performs A/B tests with different versions of its “Enroll Now” button. By changing it to a contrasting color and adding urgency (“Limited Time Offer”), registrations increase by 20%.

5. Mobile-first optimisation

With more than 60% of traffic comes from mobile devices, it's essential that your site is optimised for mobile-first. Some key improvements include:

• Use of responsive designs.
• Buttons and touch elements with the right size.
• Fast charging on slow mobile networks.

Example: An online store detects that its customers abandon the cart on mobile devices due to a payment form that is difficult to complete. By redesigning it with fewer steps and larger buttons, you reduce your abandonment rate by 25%.

6. Interactive experience

Users expect interaction and personalisation. To improve the experience on your site:

• Add Chatbots for immediate attention.
• Usa explanatory videos instead of just text.
• Implement custom configurators depending on the user's preferences.

Example: An online furniture site incorporates a 3D configurator where customers can view their sofas in different colors and materials. This increases the time spent on the web and improves the conversion rate by 18%.

SXO Metrics

Google has prioritised user experience (UX) in their search algorithms, and the most relevant metrics today include:

Core Web Vitals (Web Performance Metrics)

• LCP (Largest Contentful Paint): measures the time when the main content loads completely (ideally less than 2.5 seconds).
• FID (First Input Delay): measures the response time when the user interacts with the page (it must be less than 100 ms).
• CLS (Cumulative Layout Shift): measures the visual stability of the site, avoiding sudden changes in the design (it must be less than 0.1).

Bounce Rate and Dwell Time

• Bounce Rate: percentage of users who enter and leave without interacting.
• Dwell Time: how long a user stays on the page before returning to search results.

Click-Through Rate (CTR) in SERPs

• Google measures the click through rate in search results. A high CTR indicates attractive titles and descriptions.

Mobile-First Indexing

• Google indexes and evaluates the mobile version of the site before the desktop version.
• Optimisation for mobile devices is essential.

Safety and Safe Browsing

• Use of HTTPS instead of HTTP.
• Avoid malware, phishing, or misleading content.

Page Experience

• Avoid intrusive interstitials (annoying pop-ups).
• Clear structure and navigation to improve usability.

The impact of AI on search engine optimisation (SEO) and user experience (UX)

La artificial intelligence (AI) is transforming search engine optimisation and the user experience in multiple aspects, improving both the relevance of results and interaction on websites.

1. AI-powered SEO

Semantic Search and User Intent

• Algorithms such as BERT and MUM Google interprets the context and intent behind the queries, improving the accuracy of the results.
• AI allows Google to better understand Conversational Questions and complex searches.

Automated Optimisation

• AI tools such as ChatGPT, Jasper AI and Surfer SEO they help generate optimised content based on data analysis and keywords.
• The automation of technical SEO improves aspects such as indexing and metadata optimisation.

RankBrain and User Experience (UX)

• Google uses RankBrain to analyse user behaviour and adjust rankings based on engagement.
• Factors such as time on page, bounce rate and CTR they impact positioning.

Generative Search and SGE (Search Generative Experience)

• Google is integrating AI-generated responses into search results, changing the way users find information.
• SEO should adapt to content that is more conversational and focused on direct questions.

2. Improved User Experience (UX) with AI

Content Customisation

• AI algorithms analyse user behaviour to deliver dynamic and relevant content in real time.
• Example: personalised recommendations in e-commerce and blogs.

Customer Care Automation

• Chatbots and virtual assistants they improve interaction on websites, solving questions and guiding the user in their experience.

Optimising Speed and Accessibility

• AI helps to improve Core Web Vitals, detecting loading problems and optimising images and code in the background.
• Tools such as Lighthouse and PageSpeed Insights use AI to suggest technical improvements.

Predictive Analysis and A/B Testing

• AI allows you to test different versions of pages and predict which design or content will convert the best.

The Future of SXO (Search Generative Experience)

The most important trends in SXO (Search Experience Optimisation) in the coming years they will be:

1. User Experience (UX) as a Key Ranking Factor

• Higher weight in Core Web Vitals (LCP, FID, CLS).
• Optimised speed, visual stability and response time.
• More demanding mobile-first experience.

2. AI and Machine Learning in Content Personalisation

• Google will use AI to show hyperpersonalised results based on user behaviour.
• AI-generated content, but with a greater focus on quality and authenticity.
• Predictive search based on user patterns.

3. Search Generative Experience (SGE) and Changes to SERPs

• Google will integrate AI-generated answers directly in the results.
• Reduction of clicks to websites (Zero-Click Searches).
• Importance of data structures and rich fragments to stand out.

4. Conversational SEO and Voice Search

• Optimisation for natural and long queries (long-tail keywords).
• Increased use of questions and answers in a conversational format
• Growth of virtual assistants such as Google Assistant and Alexa.

5. Smarter Indexing and Tracking

• Google will prioritise sites with efficient web architecture.
• Penalty for duplicate content and worthless pages
• Best use of structured data and technical SEO.

6. Interactive and Multimedia Content

• Integration of formats such as videos, infographics and immersive experiences.
• Increased relevance of SEO for YouTube and audiovisual content in the search results.

7. E-Commerce User Experience

• Google will favor online stores with optimised checkout, intuitive navigation and reliable reviews.
• Importance of Local SEO, Google Shopping and Product Listing Optimisation.

8. Security and Privacy

• Focus on secure browsing (HTTPS, malware protection).
• Greater transparency in the collection of user data.
• Importance of Cookie-free SEO and adapted retargeting strategies.

9. High Authority and Enhanced E-E-A-T Content

• Google will give priority to content with Experience, Experience, Authority and Trust (E-E-A-T).
• Use of verified sources, experts and credibility in specific niches.

10. Omnichannel SEO and Social Media Integration

• Increased relevance of TikTok, Instagram and other networks in organic search.
• Optimising content to appear in Google Discover and search trends on social media.
• Synchronisation between SEO, SEM and Content Strategies to improve conversion.