SXO or  Search eXperience Optimization is the combination of user experience (UX) and natural referencing (SEO). This “user-centric” vision aims to optimize the user’s navigation throughout the purchase journey, from research to conversion.

“SEO makes brands visible when SXO makes them perform”

Today, the challenge of brands is no longer the quest for the first position, but the quest for the best experience. SXO is a criterion of differentiation in the face of an increasingly connected and competitive market. Through this article, find out why and how optimizing the search experience can affect your e-business.


Google is now positioned as a “response engine” and no longer as a “search engine”. Over the years, the giant has continued to assert this approach by accompanying changes in use and behaviour by regularly updating its algorithm. Hummingbird in 2013, Rank Brain in 2015 and the zeros position in 2016 are the main consequences of the emergence of this new optimization technique called: SXO.

In addition, voice search with the contribution of voice assistants is also a new trend that has profoundly changed the approach of search engines. Aiming to make the queries of users ever more relevant and precise, it is necessary to rethink the semantics of your site in order to be visible on the search engines. So we go from a logic “Search engine optimization” to logic ” Answer Engine Optimization”.


Even if the 3 pillars of SEO are and will probably remain the technique, content, and semantics, it is necessary to integrate the UX dimension into your strategy when redesigning or designing your new website.

Previously, search engines rated the relevance of a site simply through its content, keywords, and backlinks. Today, it is necessary or even essential to go beyond. The user’s understanding and analysis of his behaviour guarantee a unique and memorable user experience. By focusing on design, prioritization of information, usability, and functionality of your website that you will gain seats in the SERP’s. SXO is both meeting the requirements of search engines, but also the expectations of users.

The SEO and UX are not competing technologies, on the contrary, they are complementary. At present, SXO must be considered as a global strategy in the creation or redesign of the website. The goal: optimize and streamline the customer journey, from navigation to conversion.


As you can see, an SXO strategy requires the technical aspect of SEO and the graphical aspect of UX. Therefore, in order to increase your traffic and your conversion rate, you must bet on:

The ergonomics of your site: offer a clear and fluid tree. The visitor must find the information they are looking for in less than 3 clicks.

Keywords: Understand the queries of Internet users and target keywords providing traffic. To help you define your keywords, we recommend: Answer the Public

Content: Propose rich, accurate and quality content that meets your target’s expectations. The creation of landing pages is a way to capture the user and convert quickly. The key to success: Inbound marketing

A responsive site: Adapt your website on mobile and tablet, you will respond to changes in the use of Internet users.

Data structure: Tagging your data will allow you to gain visibility and respond accurately to requests from users. (knowledge graph, rich snippets, rich cards, Featured Snippets)

Call-to-Action: Integrate CTAs on dedicated pages and develop your conversion rate.

Loading time: According to Google Analytics, 53% of Internet users abandon a website if the loading time is greater than 3 seconds. So, to test your site we advise you: Page speed insights


The SXO is the winning combination of SEO and UX, with a common goal: to meet the user’s expectations and needs.
To summarize: Search experience Optimization is a marketing technique to attract visitors through SEO and convert and retain them by optimizing the user experience on your website.