The traditional techniques of SEO are already well known (Search Engine Optimization), but lately have come new acronyms that are so well known by all, the SXO (optimization of the search experience), is a series of techniques that take into account from the initial question of the users in the search, to the conversions that they could perform during your visit on the website.
For simplicity, we can say that the SXO is a combination of SEO and conversion rate optimization (CRO). SEO (search engine optimization) techniques try to increase the visibility of the site and improve search engine rank. For its part, the CRO has the goal of making a visit to a page on a client.
You could say that the traditional SEO techniques can be divided into two groups. One is the optimization actions carried out on the website itself, calls actions SEO On-site, which are aimed to make more understandable the website to search engines and to have the opportunity to be crawled and indexed by search robots. The other group of traditional stocks are called SEO activities outsite such as link building, link baiting or actions related to social networks. This second group of actions are aimed at increasing the relevance and authority of a website. Say thanks to the combination of these two traditional techniques, any website could increase your chances of getting the best positions searches on your target audience.
Well, what about the user experience? That is to say. Do you think that the quality of information offered by a web site has some way to consolidate or improve their position? The answer is yes. Meanwhile, the search engines you are interested in offering them the best possible response to questions from its users, it is at this point that the importance of SXO.
Having overcome the on-site and Out-Site actions related to traditional Greek SEO techniques, our goal should be “to kill Search” our target users. An example: Imagine that a user does a search, and having considered the options that Google has provided access to websites that appear in the top positions. The behavior of this user can be varied, but let’s simplify and say that, having examined the various options offered, you can take two paths. You could leave all those surveyed sites and perform a new search in Google, or could interact in any of these websites, making such a record, sending a contact form, has made a purchase, adding a comment, developing social interaction , etc.
Say that when the user interacts with the web site, or completely eliminates the need for a second search, is “killing search”. The most suitable is the information provided, the greater positioning capability. If the content of your website is able to “kill search” will certainly have greater visibility in search engines, provide greater quantity or quality of traffic, and of course, better opportunities to generate business.
In this sense, techniques SXO are based on control of a number of metrics, some well-known by all as the bounce rate, average time spent, objective measurement, and other lesser-known batches and are more related with Google’s own algorithms. One could also say that SEO works today is closely related to the target audience segmentation, content marketing and social media management.