The Human Side of Search: How SXO is Changing the Game

💭 SXO is about understanding the human element behind every search query.

It moves beyond the technical aspects of SEO to consider the motivations, emotions, and needs of the searcher. This holistic approach focuses on creating websites that are not only easily found by search engines but are also enjoyable and valuable for users.

Beyond Google: The Modern Search Journey

Search behavior has evolved beyond simply typing a query into Google. Modern search journeys are non-linear and often span multiple platforms:

• Search engines (Google, Bing, etc.)
• Social media (YouTube, TikTok, Facebook, Instagram, etc.)
• Marketplaces (Amazon, Etsy, industry-specific platforms)
• Forums and discussion threads (Reddit, Quora)
• Generative AI and chatbots (ChatGPT, Gemini, NotebookLM, etc.)

SXO recognizes that, to be truly successful, brands need to be present and provide value across all these touchpoints. This involves mapping out common search journeys to understand how people are seeking information and identifying potential content gaps. For example, someone planning a bathroom renovation might start by looking for inspiration on Pinterest, then move to TikTok to discover cool gadgets, learn techniques on YouTube, and finally use Google to compare prices and purchase.

Make Your Content Fit: Adapt to Each Platform

SXO advocates for a diverse content strategy that goes beyond simply publishing long-form blog posts. To truly optimize the search experience, content needs to be tailored to each platform and format:

• Content Types: Videos, social media posts, blog posts, landing pages, interactive tools (quizzes, calculators), etc.
• Content Formats: How-to guides, listicles, answers to questions, product reviews, thought leadership pieces, etc.
• Content Angles: Opinion pieces, data-driven insights, personal stories, behind-the-scenes glimpses, etc.

Brands like Ahrefs successfully implement multi-format content strategies, using blog posts, YouTube videos, and social media posts to cover different angles of the same topic (e.g., link building) and cater to diverse audience preferences.

Use AI: Make It Work for People and Technology

The rise of generative AI tools like ChatGPT and Gemini is transforming how people search and consume information. Rather than viewing AI as a threat, SXO recognizes its opportunity. These tools rely heavily on existing online content to generate responses. By optimizing for diverse platforms and providing high-quality content, brands can indirectly improve their visibility within AI-powered tools and chatbots.

Build Your Brand: Stand Out in the Zero-Click World

As search engines increasingly provide answers directly on the results page, driving traffic to websites becomes more challenging. SXO emphasizes the importance of brand building to stand out in this zero-click world. A strong brand presence:

• Increases trust and credibility
• Improves click-through rates
• Offers protection against algorithm changes
• Encourages user engagement and loyalty

Brands can build their presence through influencer collaborations, providing exceptional customer experiences, and consistently delivering valuable content across platforms.

Measure Success: Focus on the Human Experience

Measuring the success of SXO efforts requires going beyond traditional SEO metrics like rankings and traffic. While these are still important, SXO also prioritizes user-centric metrics:

• Engagement: Bounce rate, time on page, pages per session, heatmaps, scroll depth, on-page interactions
• Conversions: Goal completions, conversion rates, form submissions, sales, leads generated
• User Feedback: Surveys, polls, customer reviews, social media comments

By monitoring these metrics, brands can gain insights into how users are experiencing their website and identify areas for improvement.

Make SXO Part of Your Strategy Today

Search Experience Optimization is the future of search because it focuses on people first. To succeed, integrate SXO into your strategy: optimize for user needs, create valuable content, and ensure a great experience at every step. This is how you build trust, connect deeply with your audience, and see real, long-lasting results.