Last Updated 2022.01.07
What is SXO search experience optimization? -SEO’s next-generation SEO measures
SEO measures for websites are becoming more difficult year by year. The reason is that Google’s search algorithm updates are frequent. Google carries out large-scale search algorithm updates about three times a year because it is always pursuing search results from Google’s user-first perspective. Google is updating its search algorithms to match users with the keywords they want to search for and the websites that have the content that answers them.
The term that was born from that is SXO: Search Experience Optimization: Search Experience Optimization
It is that. Specifically, what this SXO is like is to search for the information that the user wants to know by keyword. Google will search for the information that the user wants to know from that keyword, and display the WEB page containing the content that will be the answer as the search result. And the user can find the WEB page where the information he wants to know is posted, and he can know the information he wanted to know. This is the search experience. The idea of SXO: search experience optimization is to optimize for that search experience.
Writing high quality articles
The first important thing in SXO is to write high quality articles. Imagine a user who is searching for a high-quality article and what kind of article it is, and if there is information that the user wants to know by searching, write the content that will be the answer as an article. .. It’s easy to think that such a thing is natural, but the reality is that there are many contents that are unexpectedly not created. It’s important to imagine what keywords users are searching for and what information they want to know from those keywords.
Generally referred to as a persona. Persona is a marketing term for a user who uses a fictitious product. I set a user who is searching for a certain keyword as a persona, and what kind of information is the keyword that the user is searching for? It is important to think about.
Blog and media articles should not be left alone. Regularly reviewing and rewriting the content of the article is also effective for SEO and SXO. This also leads to writing basic high quality articles with SXO. By rewriting, the text will be refined and the article will be of high quality, that is, easy to understand. The article to be rewritten is when the content of the article is different from the keyword that is flowing in with the search keyword. For example, in this article, I am writing an article with the keyword SXO: Search experience optimization. SXO: Search experience optimization is a big keyword, so we are not aiming for higher ranking with this keyword. For example, what is SXO, what is SXO, and what is search experience optimization? This article may be ranked higher for compound keywords and long tail keywords. That’s because this article is going to be a detailed article on what SXO: Search Experience Optimization is.
What is important in SXO is URA
SXO: The term URA is said to be important in optimizing the search experience. This is called URA, which is an acronym for U: usability, R: relevance, and A: authority. It can be said that it is a concept that is paired with the abbreviation of the three concepts of EAT, Expertise, Authoritativeness, and Trustworthiness, which are said to be important in SEO.
Usability: Usability is specifically about smooth access to the information that users want. Users who flow in from Google search results will directly access the content that contains the information they want to know, but if the web page is not the information they wanted to know, what would the user do? Is not it? One is to return to the google search page and search with a different keyword, and the other is to search for the information you want to know on the website. At this time, if the link to the WEB page containing the information that the user wants to know is displayed in the position where it can be easily seen, the user will click the link to access a different page. And if you can access the information you want to know, your search experience will be satisfying. The user’s access by excursion within this website is also evaluated by Google’s search results, and as a result, SEO will increase.
R: Relevance (compatibility)
Relevance: Relevance is specifically whether the search intent that comes from the user’s search keywords matches the content on your website. Basically, you are writing an article that answers the information that the user wants to know, but it is important to always check what keywords the user is searching for and accessing. Can you write the content that answers the keyword that the user is searching for? It is important to always be aware of.
Authority: Authority is specifically who wrote the article? about it. For example, if the person who writes an article is the leading person on the road, the website will be highly evaluated by Google because it is authoritative. But how is this authority judged in the increasingly anonymized world of the Internet? That is a problem. Google has not explicitly stated this authority, but it is the established theory that it is currently judged by the domain. The reason for judging by domain is that you are delivering valuable content on .com or .net. However, if you are sending similar content on the co.jp company domain, which one is more likely to be trusted? It will be a story. At present, Google’s search algorithms have not yet determined that the content is valuable based on the content of the text of the content. Content that Google deems valuable is said to be one domain and the other backlink. So, even if you run media in a .com domain or a general domain of .net, it does not mean that it will not be highly authoritative and will not be ranked high in search. Now you can get many backlinks by linking from SNS such as Facebook and Twitter and spreading. Google also evaluates the acquisition of backlinks through the spread of SNS. So, just because .com or .net doesn’t mean it doesn’t become more authoritative.
Specific measures for SXO
In addition, I will explain specific measures that are said to be effective for SXO. The specific measures listed below are not limited to SXO, but also apply to the basic measures of SEO, so please be proactive in implementing what you can.
SSL (https) website
From mid-2016 to early 2017, Google has been promoting constant SSL: https for websites. We declared that the SSL conversion of websites will be reflected in the search results, and this declaration will rapidly promote the constant SSL conversion of websites. As of January 2021, there is data that about 85% of Japanese websites are always SSL (https). In addition, the Google Chrome browser warns that websites that are not SSL-enabled are not secure. Around 2017, it took time and effort to always use SSL because it was necessary to set it using an external SSL certificate service, but in 2021, the setting of always SSL will be managed by major rental servers. It can be set with one click from the screen, and it is natural to always use SSL.
Speeding up page display speed
Website page display speed is a very important factor. There is an index that the withdrawal rate and bounce rate increase dramatically for websites that take 3 seconds or more to display the web page due to the user’s website migration behavior. Each rental server company is also sensitive to the page display speed, and each company’s hardware is strengthened to enhance the page display speed and tout the fastest. Google also considers the page display speed of this website as one of the factors of the search results, and if the content is the same, the website with the faster page display speed will be evaluated higher in the search results.
As of January 2021, I think that the servers with fast page display speed are Conoha Wing, XSERVER, and CORESERVER (V2 plan). Since WordPress is a group of programs that dynamically process and display WEB pages, the processing speed of the server is directly linked to the display speed of WEB pages. In that sense as well, the hardware performance of the rental server should be emphasized if the website is operated by WordPress.
An important measure in SXO is the design of the website. U of URA mentioned above: It is important to design a website that enhances usability. Too many categories mean that the theme keywords are too broad in the design of the website, but if one category contains various contents, it will reach the information that the user is looking for. It will take time. Categories and hierarchical design are very important as they are directly linked to usability. There is the term one-click rule, which is the idea that each click the user gets closer to the information they want to know. If you can build a website that allows users to reach the information they want to know by reducing the number of clicks, that website will be a very well-thought-out website.
This is also basic in SEO today, but it’s about whether the content matches the information the user wants to know. In 2015, Google proposed that there are four motivations for users to engage in search behavior. that is
Know: I want to know
Go: I want to go
Do: I want to do something
Buy: I want to buy something
There are four motives. This Know / Go / Do / Buy is called a micromoment.
With this micro-moment in mind, you can write content that will satisfy your search experience by writing articles that consider your search intent.
Write articles comprehensively
To satisfy the user’s search experience, write comprehensively in one article. It is ideal to dig deep into one article and one keyword and write the article in an easy-to-understand manner, but it is actually difficult. Therefore, it is recommended to comprehensively consider the content of the article and write it, including the compound keywords associated with the main keyword in one article. In this article, SXO is assumed as the main keyword, and SXO is written assuming that search experience optimization is a compound keyword.
Also, users do not read the article in a lawful manner from the beginning. It is better to think that most users read while skipping to the place where the information they want to know is written. Therefore, it is important to consider usability even if a table of contents is set at the beginning of the article.
Headings are important when writing articles comprehensively to enhance SXO. This is because the user looks at the headline to determine if the information they want to know is written. Therefore, it is very important to think about the headline when writing an article. While using the H1, H2, H3 tags, etc., which are heading tags, think of a headline that is easy to convey and understand to the user.