Defining Search Experience Optimization (SXO)

What Is Search Experience Optimization (SXO)?

Googling “search experience optimization” won’t give you a clear-cut definition for what others have tried to coin “SXO.”

seoClarity explains that SXO, “recognizes that the user experience – not search engines – ultimately determines SERP position and rank.” This is followed by a methodology that would mirror a general SEO strategy: improving site usability, ensuring content relevance and building topic authority.

Neil Patel influenced an echo chamber effect on the definition of SXO by explaining how it “combines SEO and UX principles to boost conversions.” 

Boiling down two important digital marketing specialties and wrapping them together as one is better in theory than in practice. This likely led to other articles scattered across the web, and search engines, repeating the same definition about boosting user engagement, focusing on the end-user rather than the search engine, and delivering a favorable experience.

I’m not writing this to say these definitions are wrong — it’s time they evolve.

The Modern Definition of SXO

We choose to see SXO as the next iteration of SEO. The goal of SXO is to reach your audience by creating the content they’re seeking and ensuring it's found by searchers, regardless of what search platform they’re using.

While this is a next-gen definition, this idea isn’t new.

In Search Engine Journal’s “SEO Trends 2024” ebook founder of Keyword Insights Andrew Chadwick writes about a shift from traditional Search Engine Optimization to “Search Experience Optimization” as the industry’s response to audiences migrating away from Google and going to their preferred platform for answers to their questions.

What Makes SXO Different Than SEO

For decades the SEO industry has been fixated — and for good reason — on getting sites to rank on Google’s Search Engine Result Pages. SXO pushes beyond Google for opportunity. What makes SXO different is that its mission is to improve your brand's visibility across search platforms whether it's through TikTok, Instagram, marketplaces, forums, and most importantly generative AI tools.

SXO still incorporates the foundational elements of good SEO, but we can’t ignore the other platforms your audience turns to when they need help, inspiration or a solution. That’s why SXO includes Artificial Intelligence Optimization (AIO), Social Search Optimization (SSO), Amazon SEO and more.

Why SXO, and Why Now?

Let’s go back to that echo chamber comment. Doesn’t it feel like the SERP is getting worse?

SEOs have seemingly been socially engineered by Google to create websites in a specific way to meet the requirements asked by its algorithm. There were bad actors along the way, but in the end, helpful content made its way to searchers’ screens.

Meanwhile, through this process, Google built a sense of search loyalty with people seeking information online. Now, they appear to be exploiting that loyalty by inundating them with paid links to a point where “Google’s ads look just like search results.” This was a logical step for the head of Google Search who was once Google’s Head of Ads.

The rush to provide a layer of LLM-based technology to the SERP has yielded Search Generative Experience, or AI Overviews. As expected, the reaction in the SEO community has been mocked to say the least. And for good reason.

It’s only a matter of time before searchers start wondering “is this really the best place to find an answer to my question?”

That’s where SXO comes in. How can you ensure your business is ready for the change in search behavior?    

It all goes back to your intended audience. Where are they turning to alleviate a pain point? What search experience do they prefer? Next, evaluate how your business is appearing on those platforms — if at all. 

If you can answer those two questions, you’re off to a great start. Now it’s time to start creating your Search Experience Optimization strategy.