Search engine optimization has been a buzzword in the marketing industry for many years now. The word can mean many different things depending on who you ask. For Inbound marketers, there has been a call to change the name entirely, from SEO to SXO (or Search Experience Optimization). The latter being far more accurate if you ask me.
As I'm sure you know, Google changes its webmaster guidelines and algorithms very often and the common denominator in many of these updates is to expose content that people can actually use and share with confidence. Ultimately this makes the internet a more useful space for everyone.
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This new take on SEO is making heads spin in every company around the world and for good reason. Changing methodology is always a test of patience but can pay huge dividends in the end.
I recently sat down with our resident SEO expert, Brett Robinson, in an attempt to get to the bottom of the SXO way of thinking.
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What is SXO and how does it differ from SEO?
Brett: SXO, or search experience optimization, is a term that more accurately describes how we should be optimizing our websites and content for the user. SEO is the old way of thinking, where websites were optimized to appease the search engine gods. SXO focuses on creating exceptional content that is relevant and timely, then making it easy for users to find.
What is the first step in optimizing for experience?
Brett: The first step is always creating exceptional content that is useful to our users. Create something that adds value to the internet and helps users understand the subject they are searching for.
Are traditional on-page SEO tactics still relevant?
Brett: If there is still a correlation between on-page SEO and ranking factors, than traditional factors still matters. There is currently still a correlation, so yes they matter. The difference now is the focus on quality content first, on-page optimization second.
What’s the biggest change to SEO in the past year?
Brett: The biggest change to SEO in the past year has by far been Google Authorship. We now see countless articles with author’s pictures next to them on the Search Engine Results Pages (or SERPs). The algorithm change pushed way too many irrelevant, poorly written articles to the top of the SERPs. Luckily for inbound marketers, Google is working to lessen the impact of Authorship and bring us better/more relevant results.
Where is the best place on the web to find SEO resources?
Brett: HubSpot has some really great SEO resources that I frequent regularly. I also find great information on Search Engine Land and Search Engine Journal.
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Have more questions about SXO? Head to the comment section and ask away!