Why is Search Experience Optimization (SXO) Important?
Search experience optimization is extremely important to the success of a website
, for a number of reasons. Some of the SEO (search engine optimization) and CRO (conversion rate optimization) efforts we utilize on our pages will not be perceptible to the user, so any effect they may have on the quality of the search experience is subtle and indirect.
Most, however, are perceptible, even if somewhat subtly so, and if not done properly, can have detrimental effects, not only to the user, but also to the quality of the SERPs (search engine results pages) and to the website.
The fact that poorly executed optimization efforts can adversely affect all three, should be an attention-getter. So too, should the fact that well orchestrated efforts will have beneficial effects on all three. That indicates that we have reached a milestone indeed, we're on the cusp of an entirely different sort of relationship between users, search engines and SEOs.
For the first time ever, SEOs and search engines actually share a common goal, and a common motivation the quality of the user's experience. Much lip service has been paid to the concept, but when all was said and done, most SEOs were after only one thing rankings. They'd seek higher rankings at the expense of the SERP quality, at the expense of the user, and at the expense of the site owner.
That is now changing.
Recent developments of new techniques of indexing and retrieving data indicate that we are getting closer to a truly semantic web. Microformats and RDFa technology now make it relatively simple to provide a wealth of site information to the search engines, that can aid not only in serving up the most relevant results for each query, but also in showing the user sufficient information to facilitate their search process.
This, coupled with the refinements of the search engines' ability to index and analyze pages at an increasingly semantic level, has dramatically improved the quality of search query responses.
The visitors arriving at sites will now be more targeted to the site's niche, which provides the site with a more convertible audience. If an effective conversion strategy is employed, the site will reap the benefits, by lower costs hence, improved profit margin.
Finally, the user, the search engine and the site owner are united in a common purpose to provide the user with the best possible search experience, from beginning to end.
Search experience optimization encompasses the entire process, from entering a search query, through selection of the most relevant resource, navigation of the page to the desired goal, and finalizing the transition from searcher to customer.
Why is Search Experience Optimization (SXO) Important?
By: John S. Britsios
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