SXO... a new word for you? And yet, it is most certainly the future lever for referencing on the famous search engine, Google.

When we talk about SEO, for a few years now, we have been talking about technique, links and content. But things are changing fast. The behaviour of Internet users in their use of the web has evolved and Google's main objective is toprovide the best experience.

A great customer orientation, well done.

These new ways of navigating the web lead to a new strategy for Google to appreciate your content:enhancing the user experience.

What is SXO? Different from SEO?

SXO is a tasty mix of SEO (search engine optimisation) and UX (user experience). Our definition?

At Digidop we define SXO as the integration of the human experience of browsing your website into Google's search engine optimization algorithms.

The questions to ask yourself are:

• Is the user journey on your site clear? (Funnel marketing, placement of elements)
• Is the navigation pleasant? (Limit animations, pop-ups, etc.)
• Is your offer well displayed? (It is easy to understand your service)

Why have a SXO strategy? (SEO +UX)

For several years there has been talk of a division in SEO between technical, link and content. The UX had a share "on the side" of only 10%. Only habits change and SEO adapts!

And if Google, the web leader, decides to focus on the user... It's a track to follow! (In our opinion 😉)

How to make SXO on your site?

The subject is still young and few long-term analyses can measure the results. However, the analysis of certain statistics allows us to draw up initial lists of optimisations to be implemented on the site. These optimisations have three objectives:

• Reduce your bounce rate
• Increase the time spent by users on your site
• Improve your interaction rate

Here are the details of the optimization experiences advised by Digidop

Google Core Vitals optimised

Google Core Vitals is a group of metrics that should be considered as part of your SEO strategy. These metrics can be examined using Google's free audit tool: Google Lighthouse. The audit tool provides the performance score for 4 key factors on any web page:

1. Performance (loading time)
2. Accessibility
3. Good practice
4. SEO

Optimising your landing pages

Users don't like to search for things. That's why Google focuses on providing the right information in the easiest way for them to find it. So it makes sense to optimise your landing pages by answering questions based on the needs of the people or the target market. This will help you improve your conversion rate and your SEO.

For example, at Digidop we have one landing page per tool migration service:

• Wordpress to Webflow
• Wix to Webflow
• SquaresSpaces to Webflow
• Etc

Therefore, the user easily identifies with this page that meets his need. And Google will propose Digidop on this relevant query in the seo positioning.

Optimising your site for mobile

Important? I would say more like indispensable. More than 50% of the world's traffic is on mobile. Chances are you're even reading this article from your phone! 😅

Learn more about mobile optimization with this article!

Content, well distributed and structured

Your content should be of high quality and have a clear purpose.

• Meeting a need
• Encouraging action
• Informational

Your content should also be placed in "strategic" places. 90% of French websites have the same structure (in terms of UX). Sections, buttons, services, social proof. They are always structured in the same way.

Why?

The user has become used to navigating through content. If you try to innovate and change the location of your call to action element, chances are they won't even notice it!

And yes, this is the reality of the web. The user scrolls mechanically and acts (e.g. makes a purchase) or decides to close the page very quickly.

Conclusion: UX x SEO for your Google ranking

SXO is theintegration of user experience (UX) as a factor in your Google search engine " SEO score". This score has a direct impact on your chances of being in the top positions on search engine results.  

At Digidop, we have identified three ways to improve the user experience of your website (and therefore your SXO):

• Analyse user behaviour on your site (with tools like Hotjar)
• Test your web page designs with others and observe their actions
• Model your web pages on Figma to get an overview of the user journey on your page

At Digidop, we worked with MérieUX, UX and UI designer. His missions vary between the design of customer models and the needs for Digidop. We then use Webflow, to develop the Figma mockups. We chose the Webflow technology, because this no-code CMS allows the creation of fast sites, limiting the bounce rate.