Search engine optimisation is now on everyone’s lips and is carried out by numerous SEO managers in a wide variety of ways. While a few years ago it was common practice to place a so-called SEO text including keyword stuffing just before the footer of the website, search engine optimisation has become much more complex today.
And the magic word is: relevance!
Of course, SEO factors such as text length, keywords, optimisation of the meta title and meta description and the creation of backlinks have not become less important. But what use are good SEO signals if the user leaves the page after just a few seconds without interacting or without reading through the existing text? Unfortunately, this is of little use for the sustainable optimisation of a website.
User signals and the satisfaction of website visitors are becoming increasingly important – user experience is the buzzword here. The interaction between classic search engine optimisation and user experience is becoming increasingly important. SXO – Search Experience Optimisation is the future.
What is Search Experience Optimization & why is it important?
Search experience optimisation is the optimisation of a website taking into account user signals and the user’s intention. In the first step, it is crucial that users are shown the results they are looking for in the search engines. However, in the further process of the user journey, it is very relevant that users can quickly find their way around the website and find and consume exactly the content they want.
SEO + UX = SXO – focus on the user
Search engines do not buy services and products – people do. Nevertheless, classic search engine optimisation is relevant in order to sustainably direct traffic to your own website. The interaction between search engine optimisation and the user experience puts the focus on the user. And that is exactly where they belong, because Google’s aim is to provide users with the content they are actually looking for.
