If there is something that characterizes the positioning in search engines in recent years has been the constant change. The arrival of Panda, the turn caused by Penguin, or the recent departure of Google Colibri, are nothing more than actions aimed at providing a better user experience, increase the time spent on the page and the conversion of each visit. Hence the need to change the focus and bet on new positioning techniques, turning the course towards the user. Hello Search Experience Optimization!
Just a new buzzword? A "whitewashing" of SEO? A simple equation: SEO + UX = SXO? Ok, the original definition is just that: a combination of SEO with techniques for improving the user experience. But Matt Cutts and other Googlers got involved and have a very different definition of the concept. The concept of SXO has given rise to many debates. Beyond the formal aspect and the discussions that it has engendered, the world of SXO can also be considered as an opportunity that the SEO must take into account to open up new fields of activity.
From the point of view of the search engines, the optimization of the user search experience starts from the first contact with the search tool, even before making the request, it extends into the phase of interaction with the engine to obtain a response, it continues with access to the answer, or to a results page, and it ends most often with the discovery of the web page which is the most relevant answer to the user's query, and sometimes a conversion.
The demand to give interest results drove search engines to forsake trigger-happy keyword spammers in favor of pages that contained relevant information. Over time, these algorithms got more sophisticated to include other, more-complex criteria like logical grammar, page load times and whether or not the site uses responsive design. Nowadays, Google and the others have gotten more aggressive towards defining their search results according to the types of things searchers want to see. A search engine seeks to constantly improve its algorithm to return the best possible results. But above all, it seeks to optimize the user's search experience.
Winning organic search traffic is no longer a game of link building and keyword stuffing. That´s why beyond having actual and relevant content, we need to take in consideration a few tips to improve search experience optimization and become adept to this new landscape of SEO.
1. Understand the search intent
It all starts with smart keyword research and creating relevant content. Take some time to understand what questions your target audience is asking and ensure that you are creating relevant pages for those questions. What is the user looking for? Does my website address the user’s question?
2. Optimize your website for mobile
A mobile optimized site is an important factor in delivering a better user experience. Sites that are not optimized for mobile have a disadvantage and the impact will only become greater as more users search on mobile devices. In addition, an important factor to consider when optimizing your site for mobile is to consider the page load speed.
3. Consider search experience metrics
User experience is crucial. After optimizing the website content, your keyword strategy and mobile experience, pay attention to on site user behavior metrics. Focus on metrics that point to positive user interactions, such as time on site, bounce rate, pages per visit, return visitor rates, and conversions. If Google notices that your website continues to have high bounce rate, then Google assumes your website delivers a poor user experience which will impact your search rankings over time.
In short, it is not about increasing the number of visits, but improving the convertibility of the page, reducing the rebound rate, and getting customers interest in our content. If you need help with this new breed of SEO, feel free to contact us, we will more than happy to help you.
About Brian Lamilla
Brian is a Web Developer and SEO / SEM / CMS specialist with more than 5 years of experience positioning Websites for local and global Customers. He is also a QA Specialist with more than 5 years of experience testing Web and Desktop applications for some of the most important Fortune 500 companies.
Nowadays Brian specializes in leading the SEO/ SEM department of TISA, continuously researching about new positioning algorithms to obtain a better performance and rating in a lower time and also works at the QA department of TISA, looking for implementing and working with the latest testing technologies and applications to be used in future projects so quality can be reached in a higher level.
Beyond his technical knowledge and passion for the technology, Brian enjoys playing video games, going to the Gym and watching and playing soccer and tennis.
