SXO – a combination of two important strategies

The combination of Search Engine Optimization and User Experience has contributed to the creation of a completely new operating strategy. It focuses on both increasing the visibility of a website and improving conversion. Fine-tuning your site for SEO and user experience is the most effective way to get your audience to respond the way you want. Usually, it is the purchase of products, which is why SXO is especially eagerly used by sales platforms.

How does this strategy work? The site ranks high in the search results, and this generates organic traffic. Users who pass to it see that it is intuitive and tailored to their needs. This encourages you to stay longer and even come back frequently. According to SXO, the website must be refined not only in terms of factors important from the perspective of search engine robots. It is also supposed to be useful for recipients, so responsive, fully legible, and it should load as soon as possible.

The SEO elements that make up the SXO strategy are mainly:
– technical optimization (including correctness of the HTML source code),
– key phrases,
– content,
– metadata,
– headers
– internal and external linking.

The user’s experience while using the website plays an equally important role. The UX factors are:
– clear site navigation,
– refined CTA formulas,
– aesthetic and modern look of the site,
– functionality and adaptation to the needs of users,
– loading speed.

When traditional SEO proves to be insufficient

As every SEO agency emphasizes, the strategy aimed at ensuring the website’s good position must be analyzed and modified on an ongoing basis. This is due to the constant changes in search engine algorithms and the need to adapt to them. Traditional SEO focuses on increasing the visibility of your website, this is the main focus of your activities. Although many companies can achieve their business goals in this way, it is not enough for everyone. The mere refinement of key phrases, meta data and similar issues is sometimes not enough to keep users on the site and persuade them, for example, to buy products. That’s why the SXO strategy has emerged.

Search Experience Optimization is the successor to SEO. In recent years, there have been significant changes in Google’s algorithms, as a result of which user experience has started to have a more significant impact on the position of the site. 2021 was the year when the implementation of new ranking factors began, focusing on the convenience of website visitors:

– LCP – Largest Contentful Paint, i.e. the largest rendering of content. It measures the time it takes for the largest (by default the most important) element of your website to be loaded.
– FID – First Input Delay, delay on first operation. It measures the time that must pass until the first interactivity of the website (from the moment of clicking on a specific element to the reaction).
– CLS – Cumulative Layout Shift, or visual stability. This is a reference to the traffic that occurs on the site once it is loaded. LCP, FID, and CLS are indicators that are part of the Core Web Vitals collection.
– Responsiveness – adapting the website to mobile devices.
– Security – Google checks if the website uses the HTTPS protocol.
– Presence of interstitial ads – it is recommended to avoid them as they limit access and make the content inaccessible to users.

This shows that Google wants pages to be adapted not only to robots, but above all to the needs of the recipients. The SXO strategy includes activities in the field of SEO, UX, but also analytics, content marketing, CRO and web development. All this to ensure the highest possible conversion and help the company achieve all the business goals it has set for itself.

Why is SXO needed?

SXO makes users go to a website through organic search results and then perform the desired action. They are effectively encouraged to do so by positive experiences resulting from refining the website in terms of the needs of the recipients. Search Experience Optimization is most often referred to in the context of increasing product sales. However, it is worth remembering that a call to action placed on the website may also persuade you to perform another action, e.g. subscribe to a newsletter, fill out a form, set up an account on the website or watch a video.

The main goal of the SXO strategy is to increase conversion, but implementing it brings the company several other benefits as well. Belong to them:
– increasingly better visibility on Google,
– lasting bond with clients,
– gaining trust and creating the image of an expert,
– standing out from the competition and gaining an advantage.

As you can see, SXO allows you to combine two very important aspects influencing success on the Internet – positioning and adapting to the needs and requirements of customers. The combination of SEO and UX is very effective. Even when the site is perfectly polished in terms of user experience, it will not guarantee the company’s success if it is difficult to find it in the search engine. It also works the other way around. A well-positioned website that is neither readable nor responsive at the same time will not increase profits to such a large extent. According to the SXO assumptions, the website should be clearly visible, but also encourage users to stay there for longer.

SXO not only for e-commerce

Since SXO is used to improve positioning as well as increase the number of page visits and conversions, it is used in particular in the e-commerce industry. This is due to the fact that it is mainly focused on sales. A highly visible platform that provides users with a positive experience is conducive to shopping. For potential customers, every detail is important, from a clear menu through quick product search to the possibility of making an easy transaction via a mobile device.

E-commerce is an industry that is constantly developing, and the businesses operating in it should respond to changes in order to be successful. The implementation of the SXO strategy facilitates the achievement of the intended goals, as it is a response to the constantly growing expectations of customers. Comprehensive, multi-dimensional optimization of an online store ensures results both in the short and much longer term. In the case of platforms that have already been visible on Google, it is not uncommon for a sudden increase in conversion to occur very quickly. A nice looking, fast loading and clear website will gradually generate more and more sales and profits. There is also a high probability that people satisfied with the transaction will return to the store, becoming loyal, regular customers.

However, it should be remembered that SXO can also be successfully implemented in many other industries. This solution is recommended to anyone who wants to stand out from the competition and have higher financial results through good visibility on the Internet and improving user experience. More traffic to the website results in a high conversion rate, which may or may not be in the form of product purchases. Sometimes it is signing up for a subscription, submitting a form, ordering a phone call with the company, downloading an e-book, etc. According to the definition, conversion is a specific activity performed by the user that is desired by the company and brings it closer to achieving its business goal. Therefore, SXO works well not only in e-commerce, but also in service industries. More and more often, bloggers or people running content websites decide on such a strategy.

Important support for business

The combination of SEO and UX strategies is considered to be extremely effective. SXO is a very important support for business, conducive to its development. Thanks to it, users can easily find exactly what they are looking for on the Internet, and then perform actions on the website that meets their expectations. The implementation of Search Experience Optimization allows you to get rid of the doubts whether the website is adapted to Google’s algorithms and at the same time fully valuable for the recipients.

The use of the SXO strategy allows you to refine every important detail. Compared to SEO, it does not only focus on optimizing the website for search engine robots, because they do not increase conversion. It is necessary to realize that the users, their feelings and needs play an important role in this matter. Companies wishing to be successful on the market should show potential customers that their satisfaction is the most important.

Of course, SXO will not make every user visiting the site perform the desired action. Nevertheless, this strategy makes it easier to reach people from a well-defined target group and encourage them to stay on the site for longer. This increases the likelihood that the company’s offer will arouse interest and translate into profit. The implementation of SXO enables adaptation to the new requirements posed not only by Google, but also by internet marketing itself. It is worth remembering that there are still changes in this area that you need to adapt to in order to build your competitive advantage.

Effective advertising for companies

A properly organized advertising campaign will bring you a lot of benefits – its goal, however, is to acquire customers in the first place. The risk of failure is significantly reduced if you put your ad for your company on solid foundations:
– proper preparation of the strategy,
– thoughtful and consistent actions,
– monitoring and analysis of the results.

A successful idea can turn even a small investment into many new customers or numerous orders. Even basic promotion, but consistently and in line with the expectations of the target group, can bring very good results.

What is the most effective advertising for businesses? There is no clear answer to this question. It depends on many factors, including industry, scale of operation or specificity of the target group. One thing is certain – you should always carefully plan all marketing activities, and decisions made in this area should be based on the analysis of the results to date, competition and the business environment. Sounds complicated? Probably because “shooting” with an advertisement is not an easy matter. The good news, however, is that entrepreneurs now have remarkably wide opportunities in this regard.

The cheapest advertising for companies – internet marketing

The concept of internet marketing is extremely broad. In principle, a modern company can base its promotional activities only in this area, ignoring completely “analog” forms of advertising, and at the same time enjoying successes. The cheapest and measurable advertising for companies is also waiting for you on the Internet. Many activities can be carried out completely for free, although the lack of money requires other resources – mainly time, energy and knowledge. Others allow for significant gains with inputs appropriate to the business. Below is an overview of the most popular ways to advertise for businesses on the Internet.

Google My Business and Google Maps

The Google My Business listing is something every entrepreneur should have. It is completely free and it takes a few moments to set up. All you need is a Google account. The business card shows basic information about your company – its name, address and other contact details, opening hours and possibly a short description. It also allows Google users to rate it and leave feedback. It is also associated with the so-called pin in Google Maps – it shows the exact location of the company and allows you to access information about it. What’s more, it appears in the search results on the so-called brand phrases – that is, for example, “locksmith Boston”, “New York clinic” or “Miami furniture store”.

Thanks to the Business Card, your business can be found much easier. However, this is not all, as its functions also allow you to bring your company closer to customers. With the use of Google My Business, you can add descriptions of special offers or news to your listing, as well as respond to user reviews. It is also possible to add photos and videos, including e.g. 360 ° views and virtual walks. Customers expect this type of information more and more often and it is very valuable to them! As a result, interest in the company and trust in its services will increase, which is invaluable. An exhaustive business card is also building the image of a professional company.

Social media

Social media is usually the next step in promoting a company on the Internet. Even the most reluctant people like Facebook. The reasons are simple – this portal is used by the vast majority of Internet users (statistics say even about 80%), its operation is very simple and allows direct interaction with customers. You can also find business partners this way and check what your competitors are doing.

Social media, however, are also many other platforms, and each of them is suitable for “acquiring” a slightly different type of client. It is worth paying attention to them and operating on as many portals as possible corresponding to the profile of your business. These include:
– Instagram – great primarily for the beauty, clothing and lifestyle brands,
– Twitter – for companies looking for B2B customers,
– LinkedIn – also recommended to B2B companies and representatives of specific industries,
– TikTok – for lifestyle, technology, fashion, beauty, toys, gadgets and all products aimed at young people,
– Pinterest – for companies from the lifestyle and beauty industry, online stores, blogs,
– YouTube – primarily for trade and service industry, but not only!

Each of these platforms allows you to run a profile for free. This means that thanks to appropriate, regularly published content, you can create a community around your brand, build a company’s reputation, improve its image and gain greater recognition. Each of them also offers quite wide possibilities of paid advertising, which can bring really good results at a relatively low cost! Importantly, these are tools for companies operating in various industries and on any scale. This is an excellent advertisement for global companies, but also for local ones!

However, it is worth remembering that social media takes a lot of time. If you are going to run the profiles yourself, it can be difficult to reconcile this with business management. Regularity is very important – by stopping the publication of posts, you can very quickly get out of circulation. However, quality is also extremely important – each publication should have interesting and engaging content, in line with the expectations of your target group.

Email Marketing

This is one of the oldest forms of promotion on the Internet, but this type of advertising for companies is still effective. Today, however, mailing is based primarily on newsletters, and not, like until recently, on offers sent to random people.

A newsletter can be a very effective form of promotion and the best way to get people to sign up is to offer a discount or gift (e.g. a free e-book). Properly structured and rarely sent e-mails will help maintain interest in the offer and inform about new products. Mailing can also be done for free!

Web page

The company’s own website is a form of advertising on the Internet. This is her business card, which can be much more extensive than the one created in Google My Business. At the same time, the customer has much easier access to practical information on the website than on the Facebook profile, which is also very important.

By having your own address on the Internet, you can promote your business with SEO and content marketing. SEO is different from positioning, so all activities aimed at making your website appear as high as possible in the search results. It is extremely important. Nowadays, most people look for information about the services they need on Google. Only a small percentage of Internet users visit websites from outside the so-called top 10, i.e. the top ten results displayed, so being in it should be a priority for every business. The higher the position, the greater the chances of acquiring new customers.

Content marketing means content marketing. It is promoting your business by publishing texts, photos, infographics, videos, podcasts, interviews, etc. Such activities have two main functions. First, the image – they allow you to get to know the company’s activities, its industry, offer or team. They help in perceiving the company as an expert in their field, thereby increasing customer confidence. This is a value that cannot be overestimated! In addition, they help in positioning, i.e. increase the visibility of the site in search engines. Content answering questions asked by Internet users, containing specific keywords, comprehensive, valuable and original, is promoted by Google algorithms, which makes them appear higher in the results. A company blog is especially helpful with SEO – it should be run by every entrepreneur!

You can set up a website and blog for free, although it’s better to choose a paid but good-sounding domain (address) and server. It is not a big cost. You can “set up” the website and its administration yourself, but it requires knowledge. You can also outsource this task to an external entity. The costs in this case vary greatly, as they depend on the level of development of the website. It is definitely worth the investment though!

Google Ads

Your own website is also the ability to use Google Ads, which will direct you to it. This is a full-fledged, paid advertising for companies. However, it does not necessarily mean high costs. It depends on you what range the promotion will have and to whom the message will go. Thanks to this, you can easily adjust the scale and costs of activities to your capabilities or needs.

What kind of advertisements can I place via Google Ads?

– Text ad is the most used. It involves placing sponsored links above Google search results. Such a link looks almost exactly the same as an organic result. It is a very neutral and effective advertisement – Internet users do not hesitate to click on such links.
– Image advertising allows you to place marketing content on various websites on the Internet. It is enough to prepare the banner and mark where and to whom it should be displayed. This is a great solution for companies that want to appear more widely in the minds of consumers.
– Remarketing looks very similar, but targets internet users who have already visited your website. In this way, you can, for example, remind them of the products they viewed in the store. Such activities can be very effective – especially in the e-commerce industry.
– Product advertising is also targeted at online stores. It allows you to place a specific product from the store along with the price and photo at the very top of the page above the search results. The link takes you straight to the store where the customer can immediately purchase the product they are looking for.

Advertising on Google can be a great tool for acquiring new customers and building brand awareness. This is a great advertisement for local businesses, because when setting the parameters of the advertisement, you can indicate the location of its display with very high accuracy. The costs of marketing activities carried out in this way are affordable, especially compared to the results that can be obtained. Moreover, entrepreneurs appreciate this form of advertising for its quick results, flexibility and a favorable settlement model (Pay Per Click). The effectiveness of actions can be monitored thanks to the available analyzes, which is also a big advantage!

Analog advertising – still effective?

The Internet provides not only very wide advertising opportunities, but also good results with flexible costs. However, conducting marketing activities in it requires a lot of time, commitment and knowledge. Not everyone feels comfortable enough in this space. This is one of the reasons why more traditional forms of advertising are not dying out. Moreover, they are still effective! Radio and TV spots are reserved rather for companies with large budgets and staffs of marketing specialists. It is not easy to run a successful campaign in this way. However, there are also many other forms of promotion that can be carried out on any scale. Below you will find some of the most interesting.

Printed materials

Do good flyers make any sense these days? Absolutely, but advertising the company in this way must be carried out wisely and it will be effective in specific areas. Above all, the leaflet must be well-edited – the content should attract and encourage. It is also worth spending a lot of time on the graphic form – the unattractive one can effectively discourage you from reading the content. The method of distribution is also important. Leaflets delivered to mailboxes are generally more effective than those distributed on the street. The recipient then has time to get to know them. It also makes it possible to better match the content to the target group. For example, if a company provides Internet or cable television, it should deliver its leaflets primarily to the mailboxes of residents of newly built houses and apartments.

The content of the leaflet should clearly indicate the information encouraging to use the services. It can be a discount to be used on the first visit or a gift given with the first purchase. These types of treatments are very effective and will help you measure the effectiveness of that particular channel!

Catalogs are other popular printed materials. Despite the wide availability of information on the Internet, many people still like it very much. Catalogs work best in some specific industries – for example in trade or tourism. It even happens that they are awaited like… Ikea’s catalog.

Outdoor advertising (billboards)

Outdoor advertising is very universal. It can be used in many industries, both on the local and national market. It usually complements campaigns also run through other channels, but it can also be used on its own. Some companies decide to conduct very creative marketing with the use of billboards – e.g. teaser campaigns, which in the first phase do not contain the name of the company or product and are intended to intrigue the recipient.

Billboards allow you to reach a very large number of recipients. The best locations are large intersections in cities, although exposure along some roads may also be profitable. However, remember to change it often. Many people use the same routes every day, so the nearby advertisements can quickly “stick”. A well-constructed, aesthetic and concise billboard may, however, create positive associations with the brand and increase its recognition. In this case, there is also a lower risk of becoming counterproductive than, for example, in the case of TV or radio spots. Outdoor advertising is already embedded in the landscape, especially in cities, and therefore evokes neutral emotions.

Contrary to appearances, a billboard campaign does not have to be expensive. It can also be supplemented by smaller forms of outdoor advertising – e.g. posters at bus stops, banners, light boxes. Generally, however, outdoor advertising is awareness-raising, not sales.

Advert in newspaper

Newspaper advertising is not extinct either! The press is still selling well, and thanks to the presence of many titles, it is easier to choose a publication that is perfect for promoting your business. So it is an advertisement for companies where you can address a specific target. It can be of various forms and sizes. Depending on these parameters, as well as the place of publication, its price varies. A small advertisement in the local press can cost as low as $ 100. On the other hand, the prices of large campaigns carried out in global dailies or monthlies are often counted in millions.

The advertising in the newspaper is supported by, among others its large and frequent exposure. It is also one of the better ways to reach out to people who are not internet users. This channel gives a lot of freedom in terms of form, and at the same time is credible – information published in newspapers is highly trusted by people with a more traditional rhythm of life.

What kind of advertising will be right for your business? You can decide for yourself or consult experts. The experience and commitment of professionals is what you need to be truly effective!