SXO – What are the benefits of combining SEO and User Experience (UX)?

SXO (Search Experience Optimization)

Search engines’ algorithms are continuously updating to provide searchers with the best and most relevant information. As a result, the role of user experience (UX) is also becoming more significant in helping improve a website’s rank on SERP. UX is a critical ranking factor and essential for Search Engine Optimization (SEO). UX indicates a visitor’s overall experience when interacting with a website. Search Experience Optimization, or SXO, combines the technicalities of SEO with a focus on UX. It focuses on optimizing a website for search engines and visitors. An SEO Agency in Ontario that also offers web development services can help you.

How does User Experience (UX) Affect SEO?

Let’s discuss the factors of UX and SEO that contribute to increased organic SERP ranking and provide an excellent user experience.

Site Speed

Website speed is one of the critical UX factors for SEO. A higher number of web visitors leave a website if it takes too much time to load. This increased bounce rate of a website can affect its SERP ranking. Improving your site’s speed is effective in encouraging your visitors to spend more time on your website, which might help boost conversion rates. The following tips can help increase your website’s speed.

  • Optimize images
  • Use a content delivery network (CDN) to distribute pages across multiple servers
  • Minify codes to use less memory when loading

Google’s PageSpeed Insights tool also provides specific suggestions to improve your website speed.


According to Google, the mobile-friendliness of a website is one of the ranking factors. As most searches are done through mobile devices, you need to make your website mobile-friendly to allow them to access your site easily. The following tips can help you in this regard.

  • Use a responsive design to adjust the layout of your site to fit any screen size
  • Use separate mobile URLs specifically designed for mobile devices

Google’s Mobile-Friendly Test tool can provide specific tips on improving your site’s mobile-friendliness.

Visual Stability

Visual stability is an essential aspect of website design. The purpose is to maintain a consistent look and feel of a website. It is critical for branding and marketing materials, where consistent visual presence is essential for building brand recognition.

User-friendly Permalink Structure

Permalinks are a critical aspect of SEO as they help search engines understand the context of a page. Ensure your permalink is short, descriptive, and contains relevant keywords. You can take the help of Google Search Console to submit your sitemap and help Google index your pages faster.

Menus and Headers

Your Menus and Headers play a significant role in your visitors’ effortless navigation of your website. If your users cannot understand the menus and headers, they will likely get disappointed and leave your website. Such actions can increase your bounce rate. It will indicate to search engines that your website is not relevant to search intent. As a result, it can negatively impact your organic SERP rankings.

Benefits of Search Experience Optimization (SXO)

Implementation of SXO strategies on your website offers the following benefits.

  • User retention – A better user experience will encourage site visitors to spend more time on your website exploring other pages. It will further help reduce bounce rates, indirectly leading to improved search rankings.
  • Increased conversion – A user-friendly website design will help create a positive brand impression in the audience’s mind, thereby contributing to improved conversion.
  • Earn trust – A seamless website experience, including navigation, can help audiences trust your brand more. It can eventually lead to improved search rankings and better conversion.
  • Improved brand reputation – Improve user experience adds to brand credibility and earns the trust of your audiences, leading to repeat visits. As a result, even if your potential customers didn’t purchase from you the first time, they might eventually do so after repeat visits.
  • Improved search ranking – As search engines prioritize user experience, implementing SXO strategies can help improve your website’s organic rankings for relevant searches.
  • Better engagement rate – With better user experience leading to positive brand impressions, visitors will likely feel encouraged to engage with your website and brand.
  • Reduce customer queries – Providing clear information on your site is essential to user experience. If your visitors find all the information they are looking for on your site, it would help reduce the need for customer support.
  • Improved user loyalty – As SXO strategies can help earn your audience’s trust and improve brand impression, they can even earn your audience’s loyalty in the long run.
  • Competitive edge – Prioritizing SXO might help your website stand out.

SXO is critical for your website as it understands the significance of UX as a crucial aspect of SEO. As the market is getting competitive, you must focus on more than just improving your website’s organic ranking and traffic. You need to ensure that every web visitor has a pleasant website experience to earn their trust, create a positive brand impression, and eventually convert.

Google is updating their search algorithms to provide relevant search results to audiences based on their queries. They even roll out Core Web Vitals, a metric to measure critical aspects of user experience. These aspects signify how critical UX is for SEO. As a business owner, you don’t want your marketing efforts to go to waste if they succeed in improving search rankings and traffic but suffer because users don’t have a great website experience.

HireH Consulting is a web development company that also offers SEO services in Ontario. We can help design your website while keeping SXO principles in mind to ensure both UX and SEO aspects work well in improving search ranking, driving traffic, and offering a great website experience to visitors.