The meaning behind this acronym is simple: it combines SEO practices with strategies that create a strong user experience (UX). SEO focuses on optimizing websites for search engines and positioning the site in search results for specific queries. UX (User Experience) is the set of experiences users have when interacting with a website, and it largely influences whether a customer will convert.
SXO merges these two approaches and aims to configure a website or service to be as friendly as possible for both users and indexing bots.
How users perceive a website significantly affects their behavior and conversion rates. The user experience on a website is not something that happens by chance—it’s the result of a design process. Proper placement and hierarchy of elements, well-thought-out and simplified paths (such as flight check-in, online shopping, registration, etc.), contrast, font readability, and intuitive navigation are all meticulously planned.
Technical aspects, especially time, also play a major role. Page load speed and response time to clicks are key factors. For instance, if a website is unresponsive (does not react to user actions) until all content is loaded—such as images and scripts—it negatively affects user experience. However, if the site allows users to interact with elements before everything is loaded, even if it takes longer, the experience is much better. This is another key element of SXO.
Responsive design is also crucial—it adapts the website to the screen size of the user’s device.
A website must be optimized for mobile devices, which now account for 54.18% of global web traffic. [1]
Google already promotes websites that meet design standards and are mobile-friendly by ranking them higher in search results than others. After the June update, this trend will accelerate, making it essential to review your website and implement the necessary adjustments as soon as possible.
Well-planned UX significantly affects user behavior on a website and the achievement of goals—both the ones users arrive with and the ones the website is designed to meet. Well-designed paths, clear CTAs (calls to action), simple and specific messages, and non-intrusive visuals all contribute to the efficiency and speed of user actions. Eliminating problematic areas, ambiguous choices, or low-contrast zones leads to better user actions and improves overall experience quality.
This approach generates greater engagement and increases the chances of conversion. Conversions can be defined individually, such as adding a product to a cart, signing up for a newsletter, or submitting an inquiry. Websites highly rated by the new indexing algorithm will gain a competitive advantage in search results, enhancing their potential to achieve business goals.
An SXO audit is a two-pronged analysis that concludes with a set of findings and recommendations to ensure that the website is optimized for both user needs and SEO performance. The audit helps identify at what stage users abandon a process and determines the cause. Is it a content issue, a design flaw, or a technical problem beneath the visual layer? Finding the answer is crucial for planning improvements and optimizing conversions.
During the audit, we evaluate various UX and SEO aspects, including:
The main benefit of proper website optimization is increased traffic from organic search results. These are valuable, converting users who land on the site while searching for a specific phrase, meaning they are focused on finding solutions the website offers. Therefore, a well-designed and responsive website will be better received by users, helping them complete their tasks more easily.
However, conducting the audit, developing it, and implementing its findings can be challenging if the company lacks the necessary expertise. In such cases, it’s worth seeking external help from an agency experienced in conversion optimization. This allows for faster, more thorough SXO analysis and the application of precise and effective solutions, as well as ongoing monitoring and optimization.
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