seo
SXO & GEO FOR SEO EXPLAINED
Published: 03/10/24 - Updated: 04/10/24
SXO & GEO for SEO Explained
Traditionally, SEO has focused on three core pillars to boost organic visibility – relevancy, authority and technical performance. However, with evolving user behaviour and the rise of generative AI, other approaches like SXO (Search Experience Optimisation) and GEO (Generative Engine Optimisation) have emerged to tackle these new challenges.
Understanding Search Experience Optimisation (SXO)
Search Experience Optimisation (SXO) enhances both user experience and search rankings by combining SEO techniques with UX best practices. Unlike traditional SEO, which focuses on keyword relevance and authority, SXO aims to build on these to improve site design, content, and usability to boost engagement and conversions.
By aligning SEO strategies with user needs, SXO ensures that visitors not only find the site but also interact meaningfully with its content.
This is increasingly important as Google prioritises content that offers a high-quality user experience so as we move towards an increasingly user centric SERP, SXO is essential for improving both rankings and site performance.
Understanding Generative Engine Optimisation (GEO)
Generative Engine Optimisation (GEO) focuses on optimising content for AI-driven search engines (like SearchGPT, Copilot, Gemini) and AI Overviews (AIOs), ensuring it is both relevant and structured correctly for inclusion in AI-generated results. GEO helps improve visibility and engagement by aligning content with user intent and advanced algorithms.
As AIOs become more prevalent, traditional SEO must adapt to a “Zero Click” future where users are more and more likely to be able to get answers directly in the search results pages. AIOs are present on 17% of searches in the UK & US, with data from the AIOs being pulled 99% of the time from top 10 results. To stay relevant SEOs must ensure we’re optimising websites effectively to be pulled into these AIOs, gaining more visibility and share of voice.
SXO Tactics for SEO
- Intuitive Navigation: Design a clear and logical navigation structure that allows users to find information quickly and easily, reducing frustration and encouraging longer visits.
Optimise for Page Speed: Ensure fast loading times across all devices to enhance user experience and reduce bounce rates. - Enhance Mobile Usability: Prioritise responsive design to provide a seamless experience for mobile users, adapting content to fit various screen sizes.
- Create Relevant Content: Focus on understanding user intent and crafting compelling content that includes clear calls to action, encouraging meaningful interactions.
- Engaging & Diverse Media Assets: Integrate high-quality images, videos, and infographics to break up text and engage users, as visual content can enhance understanding and retention of information.
- Ease Content Usability & Scanability: Implement a design that prioritises the user’s needs, including larger buttons, clear fonts, and visually appealing layouts to enhance engagement and reduce cognitive load.
- Optimise for Accessibility: Ensure your website is accessible to all users, including those with disabilities, by following best practices in web accessibility to reach a broader audience. If you’re just starting with Accessibility, using free tools like AccessibilityChecker.org can be a great way to audit your website for compliance in your market.
- Incorporate Trust Signals: Add testimonials, reviews, and security badges to your site to build trust with users, making them more likely to convert – this aligns your site better with Google’s E-E-A-T guidelines.
- Clear Calls to Action: Use prominent and persuasive CTAs that guide users toward desired actions, such as signing up or making a purchase, improving overall conversion rates. Limit intrusive pop-ups that can disrupt the user experience and cause you to fail Google’s CWV test, focusing instead on subtle prompts that enhance engagement without causing frustration.
- A/B Testing for UX Improvements: Regularly conduct A/B tests on different elements of your site (like CTAs, headlines, and layouts) to identify what drives higher conversion rates.
- Regular User Feedback: Actively seek user feedback through surveys or usability testing to identify pain points and areas for improvement, ensuring the site meets user expectations effectively.
GEO Tactics for SEO
- AI-Relevant Content Optimisation: Tailor content to meet the specific requirements of generative AI, ensuring it aligns with common user queries and trends.
- Structured Data Implementation: Use schema markup to help AI understand and categoriSe your content better, increasing the likelihood of appearing in AI-generated search results.
- Content Clarity and Precision: Write clear, concise content that directly addresses user questions, making it easier for AI to extract and present relevant information.
- Focus on User Intent: Conduct thorough keyword research to identify user intents and ensure your content addresses those intents effectively, making it more likely to be featured in AI outputs.
- Utilise Natural Language Processing (NLP): Incorporate natural language and conversational tone in your writing to resonate with AI algorithms that prioritise user-friendly language.
- Frequent Content Updates: Keep your content fresh and updated to maintain relevance in a rapidly changing digital landscape, increasing the chances of being featured in AI-generated responses.
Key Metrics to Track & Measure Organic Performance
In order to make the most of your SXO and GEO you need to make sure you are monitoring and tracking performance effectively, below are a few ways you can measure your impact.
Measuring SXO Impact:
- User Engagement: Assess metrics such as click-through rate (CTR), bounce rate, and average time on page to understand how users interact with your content and identify areas for improvement.
- Conversion Rate: Measure how effectively traffic converts into customers or leads, indicating the overall success of your SXO efforts.
Measuring GEO Impact:
- AI-Driven Traffic Performance: Monitor the volume of traffic generated from content optimised for generative AI, assessing its impact on overall site traffic. Use analytics tools to refine your strategies based on user engagement and interaction data.
- Content Relevance Metrics: Track how well your content aligns with AI search results by analysing user interactions and engagement with AI-generated overviews.
- Performance Metrics for AI Outputs: Evaluate the visibility and click-through rates of content featured in AI-driven search results, providing insight into its effectiveness in the evolving digital landscape.
- Visibility Metrics: monitor impressions, share of voice, brand demand and direct traffic.
Whilst SEO is still essential, GEO and SXO provide additional approaches to on site optimisation which expand and build on existing SEO practice. Incorporating SXO and GEO tactics into your SEO strategy can help future proof your site and increase the impact of your work by not only improving organic visibility, but also supporting UX, site accessibility, and conversion rates for users visiting from all channels.
Resources & Further Reading:
The Art of SXO
Rachel McLeay
Rachel is a former languages student with 5+ years in the SEO industry, predominantly working with global e-commerce brands. She spent her first 4 years in a multi-national digital performance agency (Dentsu) before moving into her Account Director role at the organic-specialist independent agency, Kaizen, in 2023. She’s worked with various clients facing different pain points, from those in heavily regulated industries and luxury brands with complex internal politics, to delivering best-in-class strategies for those in YMYL verticals. Outside of SEO, Rachel’s a passionate traveller who loves to hike and is working her way up to some outdoor climbing!