Anyone who wants to implement powerful search engine optimization will need extensive knowledge from a wide range of disciplines in the future and should try to optimize less for the search engine and instead focus on the search experience. For Google, optimally fulfilling user intent is becoming increasingly important, and this includes ensuring that it is optimally satisfied from the search result to the first visit to the website to the conversion. If you want your website to be successful in the future, you should understand SEO as search experience optimization.
Image source: Mobile First to AI First
What was SEO again?
Search engine optimization (SEO) aims to ensure that relevant pages appear in good positions in relevant search engines for relevant search terms. In addition to Google, these search engines can also include Bing or Yandex, as well as specialized search engines such as Amazon (product search), Indeed (job search), or YouTube (videos). In classic search engine optimization, the most important goal was to maximize traffic via these search systems and less about what happened with this traffic.
What you should know about classic SEO:
- SEO is a process: Selective optimizations are of little use
- SEO takes time: Some changes only take effect after 6 to 12 months.
- SEO is constantly changing: new criteria, new technologies, new competitive environment
- SEO requires experience: experience with projects, exchange within the industry
"It's the user - stupid!" (Jakob Nielsen, web guru)
SEO is sustainable when users can efficiently complete their tasks on the website. SEO should not aim to generate traffic, but rather to measure the success of a page based on user signals and conversions, which is also determined by the appropriate online strategy.
From search engine to search experience optimization
Search has evolved due to the increasing importance of self-optimizing algorithms and AI speech recognition. Search engines' prioritization of user experience means a user-centered approach to optimization. Factors such as links or on-page optimization still form the basis of successful optimization, but are increasingly becoming a hygiene factor for fulfilling user intent. Search Experience Optimization (SXO) recognizes that user experience ultimately determines SERP position and ranking. This SEO approach focuses efforts on potential customers to ensure that you meet the needs of searchers. In particular, it focuses on making your website the perfect destination for every question or need the customer has throughout the customer journey. Successful SXO starts with the online strategy, goes beyond classic SEO to continuous usability optimization. With the right SXO strategy, you will not always get more traffic in the long term, but above all, you will get more qualified traffic that reaches exactly those users who also have the potential to become customers.
That's why SXO with Paseo
At Paseo , we advise, accompany, and pave the way into the infinite vastness of the online world. We are a team of three. Paseo is an innovation agency, management consultancy, and craft business all in one.
We implement the ideas and concepts we develop ourselves. Practicality guaranteed. And we have been doing so for more than a decade. Questioning, optimizing, designing, creating, acting—that's how we work internally, and that's how we work with customers.
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