SXO essentials
- The concept: The marriage of SEO (being seen) and UX (being appreciated)
- The goal: Don't just attract traffic: make sure visitors find what they're looking for and take action
- Analogy: SEO brings the customer into your store, SXO makes sure the store is tidy and the customer buys
- Profit : A better conversion rate and increased loyalty
For years, the Holy Grail of digital marketing was to be in first position on Google (the SEO). But what's the point of being first if 80% of people leave your site after two seconds because it's unreadable or too slow? This is where SXO comes into play.
SXO is the logical evolution of SEO. It's no longer just about robots and keywords, it's about people and satisfaction.
SXO = SEO + UX: the winning duo
SEO (Visibility)
- Pleasing algorithms
- Strategic keywords
- Quality backlinks
- Optimized content
UX (Experience)
- Pleasing visitors
- Fast, fluid site
- Intuitive navigation
- Pleasant design
Google itself now favors sites that offer an excellent experience (loading time, security, ease of reading on mobile). Simply put: if your customers like your site, Google will like it too.
The 3 pillars of a successful SXO strategy
- Answering the research question : Web surfers aren't there by chance. If they're looking for "home insulation advice", they want information first, not an immediate quote. Give the right content at the right time
- Impeccable technique: A site that takes more than 3 seconds to load or displays poorly on a smartphone loses money. Speed, security and responsive design are mandatory
- A barrier-free customer journey: Once on your page, visitors need to know what to do. Clear menus, visible buttons, obvious calls to action
Advice : Test your site on your own smartphone. If you have to search for the contact button or wait for the page to load, your customers will do the same... and leave.