A Guide From Semalt To SXO 

Why SXO is the new SEO and how to improve it

Table of Contents

  1. Introduction 
  2. SEO Vs SXO
  3. Elements of SXO
  4. How to Measure SXO
  5. How to Improve your SXO
  6. Conclusion


There is a big chance you already know what SEO is. But for those that might not be familiar, it is a term that has been in use for over 10 years and counting. It began with the introduction of simple keywords into a chunk of text. Now, it has moved to a sophisticated science of producing high-ranking content based on Google's constantly changing search requests and requirements. 

In the same way, UX (user experience design) is another concept familiar to the search engine field. It involves the creation of different programs including applications and websites for user satisfaction. The idea is majorly to serve the desire and needs of a customer. The tools that are involved in UX include design, analytics, research, and a combination of the three. 

But why do SEO and UX matter? SXO (Search Experience Optimization) is a blend of the two foundational ideas. Where web developers, designers, and software creators make use of SEO, content writers, website creators, and marketers use UX. 

Learn more about SXO, its elements, benefits, and how to effectively improve the SXO of your website for quick results. 


When it comes to SXO, it is more than simply optimizing content for search engines, it is also about the Experience (the 'X').  In essence, when the topic of SEO and SXO is put together, the topic should describe how Google and other search engine algorithms find and rank different web pages. This rank is to be based on the desire of the users and the need for search engine algorithms. The reason is that Google and other search engines have long been committed to giving users what they want (but that is what SEO is about). The second goal of Google and other search engines is that these answers need to be provided in the best way possible - one that is easy to find by users and also easy to understand.
SEO and SXO exist so that Search Engine Result Pages (SERPs) will not be crammed with irrelevant websites or web pages that merely contain information that is hard for users to understand. SXO ensures that the results don't just match with the searched query but also fulfill the desires of the user. Say a user searches for the best shoes for runners. SEO results provide results that have the most relevant (and highest) keywords, the standard word count, and quality links. But SXO results will ensure that the content truly answers the question irrespective of the keywords, links, and word count. 

SXO includes the following:

In summary, SEO ensures that your website will rank high among other sites, but SXO ensures that you get results in the form of views, traffic, conversion, sales, and so on. SEO understands search engines and their requests, and SXO understands both users and search engine requests.


Elements of SXO

According to SXO, users should not exert much effort to access the material they desire online. Normally, engagement with content should be seamless and easy. To make this happen, SXO makes use of three crucial elements.

1. Accessibility:

Traditional User Experience Programs (UX) are highly important here as users must be able to access your content and web page - but mostly the answers to their inquiries, effortlessly. It should be easy to find on desktops, mobile devices, tablets, and several other platforms. When a website is optimized for SXO, it would be easy to explore the website since noise, irrelevancy, and complexity would have been eradicated and simplified.

2. Credibility:

This equates to being trustworthy. Trustworthiness is a little difficult to measure and evaluate. But some parameters can be used to quantify how credible a website is. For instance, a website that is repeatedly shared among many users, or referenced can be said to be credible. A site with a continuous increase in the number of views can also be evaluated as credible. Therefore, while creating content that is supposed to be optimized for SXO, the facts would be checked to ensure that they are valid and accurate. Quality and credible links will also be added for increased value. In essence, SEO might take over from here from accessibility.

3. Satisfaction:

Also referred to as utility, content that is backed by SXO must satisfy the needs of the targeted user. The answers can either be precise (like a step-by-step guide), descriptive (like a how-to-guide), conversational (like an explanatory discussion), or affirmative (which usually comes with backings from studies and conducted research). Where some pieces of content might include a lot of images to best explain the answer, others might be packed with links. Here, both SEO and UX have a role to play in delivering the right answer in the best way.

How to Measure SXO

Several crucial measures evaluate or quantify SXO. The sections below would help you discover what actions can help indicate the state of your content regarding its optimization for SXO.

1. Keep an eye on your bounce rate:

This indicator pertains to users that arrive on your site and don't take any action whatsoever. That is, they might have clicked on your URL, but these people did not click to subscribe, scroll, sign in, or place an order. When there are numerous steps before the completion of an order, they could stand as significant deterrents for prospective clients to turn to the exit tab immediately. But this is just one of the many reasons for a high bounce rate. By paying attention to the level of your website's bounce rate, you might be able to ascertain your need for SXO.

2. Calculate your CTR:

CTR stands for Click-Through Rate. This is the rate by which users clicked on your URL from Search Engine Result Pages (SERPs). This might indicate a change in your meta-title, description, adverts, or content aging. To find out how many visitors clicked on your URL for SERPs. To do this, the Google Search Console can give you a great head start.

3. Determine your conversion rate:

The rate at which your content is converting visitors into customers can be a great indicator of whether or not your page is optimized for SXO. You would also be able to detect if your efforts to attract traffic are successful. If you can increase conversion rate, and grow your clientele, and sales, then your website is well optimized for SXO. 

4. Calculate users' dwell time:

This indicates the typical length of time users spend on your web page or site. Say your website has high-quality and interesting material, visitors will stay longer and check out more of your blog posts. When your content can engage readers, and satisfy their demands, your dwell time will increase. This makes 'dwell time' a prevalent metric for measurement. 

5. Analyze your organic traffic:

Finally, you need to evaluate the outcome of the previous four metrics mentioned above. Check that your post is connecting with your audiences because the final result of a search experience optimized page is results - that is, organic traffic turned to customers. 

How to Improve Your SXO?


There are several ideas on how to improve your SXO. Some of them include making use of chat boxes, increasing the speed of your website's load time, creating better content, optimizing for mobile usage, and adding meta tags. Nonetheless, SXO cannot be complete until there is a merge of great SEO and improved UX. This means that all the factors of SEO and UX have to be met. Parts of SEO that you should work on include on-page SEO, off-page SEO, technical SEO, and mobile SEO. UX should include responsive web design, interactive pages, website structure and appeal, image optimization, FAQs, NLP (natural language processing), and so on.

While this can sound easy on paper, it is a complex and comprehensive work. That is why it is best to dedicate different departments to these categories - one department to handle your website's SEO and another to focus on UX. Also, don't be in a hurry to see results. True SXO is a journey and results occur gradually but are sure to be long-term. 


SXO includes the joint effort of SEO and UX. While SEO attends to the needs and requests of search engine algorithms, UX attends to the needs and requests of the users. It ensures that the answer on a website is not just valid and accurate but also engaging and easy to understand. The major difference between SEO and SXO is that SEO makes sure that your website ranks high above your competitors while SXO ascertains that you get clicked on repeatedly until you land continuous sales. While certain metrics like dwell time, bounce rate, CTR, and so on can measure SXO, the only way to improve your website's SXO is to have a reputable and professional expert like Semalt who would handle your company's SEO and UX.