An effective website must effectively combine these two areas. You should take care not only to attract a potential customer, but also to encourage him to make a purchase, leave a contact, watch a webinar or other activity that has been planned and envisaged to achieve the business goal. SXO – Search Experience Optimization comes in handy, i.e. the concept of a comprehensive combination of SEO and UX, data analytics and conversion optimization. This means that thinking about positioning should take place simultaneously with remembering about building a positive user experience, based on web analytics, in order to optimize conversion on the website.

The first step in implementing good SXO practices is to conduct a comprehensive website audit in this regard. A professionally conducted SXO audit will show all the fields that are worth looking at to probably improve the website’s results.

But let’s start with a brief introduction to what user experience and website positioning are more specifically.

UX – User Experience

UX, or user experience, is what the user feels while browsing the site. It cannot be denied that even very similarly designed pages can evoke various impressions – UX deals with how to refine a website in such a way as to make browsing easier and more pleasant for the user, and at the same time increase the conversion rate. Due to the multifaceted nature of User Experience, it is in fact a mix of many areas – from psychology and its derivatives, through web testing, to issues related to technical optimization of the website.

A component of UX is UI – User Interface. These are all the elements of the website or application, along with their arrangement, by means of which the user communicates with the program. In this context, we most often talk about GUI – Graphic User Interface, i.e. a graphic representation of this communication.

When analyzing and designing UX, the user is put first – his needs, skills, habits and digital qualifications. The website addressed to teenagers will look and work differently, and differently to seniors – both in terms of the interface (color combinations, font selection, graphics), and in terms of the structure of the user path and shopping funnels.

SEO – Search Engine Optimization

Website positioning activities are aimed at making a given website appear higher in the search results of Google, Bing, Yahoo! and other search engines.

By entering a specific phrase into the search engine, we hope that we will find what we are looking for quickly. Regardless of whether we mean a specific product (preferably at the lowest available price), a service, information, contact details or a meme from years ago. We are committed to achieving our goal as quickly as possible. Recently, Google has become fixated on making its search engine “precisely execute the user’s intentions,” which means that the positioning algorithm is committed to delivering qualitative results. This was due to the fact that over 60% of Internet users do not find an answer to their question after first entering the website from the search results. Clickbaits only make things worse, and this is what Google is struggling with with almost daily algorithm updates.

The owner of the website counts on the fact that the website will be visited by Internet users, and then they will make purchases (e-commerce), leave leads (service industry) or read the materials contained therein (content websites). Good website positioning can significantly improve sales results. Often, the profitability of running a given business depends on the visibility in the search engine. Thus, the user hopes for quick access to the right content, the search engine hopes to ensure it, and the website owner hopes that his site will be found and visited.

The results of displaying in search engines are not set randomly – the constantly improved algorithm is responsible for the ranking. This one takes into account about 200 factors during the overall analysis of the website and direct links to it. What is it about?

On-site SEO

Google places great emphasis on content and its presentation. On-site SEO means changes that can be implemented directly on a positioned website. They can be divided into two categories – content modification and technical layer.

As mentioned above, Google wants pages placed high in search results to meet the user’s needs. Ideally, the content on the page is well optimized and contains specific keywords surrounded by intermediate words – long tails and LSI. However, it is not about a random juxtaposition of phrases, but about a substantive and structured text on a desired topic. In order to properly present a given issue, the content on the subpage must be properly organized – incl. divided into paragraphs and supplemented with headings (H1, H2, H3).

It is also very important how the text is displayed and how quickly the page loads. Most users, when they have to wait more than a few seconds, will simply go back to the search results and select a different page. Therefore, the website loading time cannot be overestimated. The algorithm also takes it into account and checks it in particular according to Core Web Vitals guidelines.

Gone are the days when the Internet was only browsed on computers. Today, web developers have to deal with thousands of different devices, technologies, designs and resolutions. The website must look good on every hardware, should not generate errors, and ensure the correct display of many fonts or graphics. The Google algorithm is able to detect errors in the presentation, therefore the correct responsiveness is one of the keys to positioning.

Internal linking is also important, i.e. placing links to other subpages of a given website. Correctly solved, it not only increases users’ engagement by encouraging them to click, but also significantly facilitates navigation for web robots. Another important aspect is the so-called canonical links, thanks to which, despite different real URLs (for example in online stores), Google robots see this as one variant. This prevents duplication of subpages.

Off-site SEO

Extensive, comprehensive on-page content and technical perfection are very important, but not enough to position your page for more popular, frequently searched phrases. The algorithm assumes that if a website has many links, it is valuable for users – after all, when we find interesting content, we sometimes share the link with friends ourselves. Off-site SEO involves gathering multiple links from other pages that Google determines to be strong. It is important that the link structure is appropriately varied – next to the dofollow links containing keywords, there should also be links without keywords and sometimes with the nofollow parameter. Link profile diversification is sometimes referred to as link pillowing.

SXO audit – what is it?

The first step to improving your SXO is to conduct a comprehensive SXO audit. Specialists will thoroughly analyze various aspects related to positioning and UX, draw conclusions and propose necessary changes on the website. Many of the nearly 200 ranking factors of Google’s SEO algorithm relate directly to the UX on the page – for example, building pop-ups.

SXO audit – what is analyzed as part of it? The scope of activities includes, among others:

SEO audit and recommendations
– domain history,
– website performance and construction,
– keywords and their potential,
– visibility against the competition,
– link profile,
– the current condition of SEO on the website,
– website mobility and usability,
– Core Web Vitals parameters,
– SEO content on the website,
– meta tags, snippets,
– Google My Business card,
– crawl budget,
– search engine analysis, filters and sorting,
– and other!

Analytics audit and GSC
– correct basic configuration,
– the impact of organic traffic on conversion,
– traffic quality, click-through rate.

SEO – recommendations of actions depending on the type of website and industry
– Meta tags (title & description),
– On-site and off-site linking,
– SEO content (including headers),
– Rich snippets,
– Positioning the Google business card,
– Website optimization,
– Monitoring and optimization of activities,
– Keyword research with potential,
– and other!

UX and CRO – actions
– Analysis of the purchase path and cart from listing to order fulfillment,
– Analysis of the contact form,
– UI & UX analysis of main subpages,
– Widget and pop-up analysis,
– Heatmaps of clicks and depth of scrolling,
– Payment system tests,
– Support for the SEO department in designing changes.

However, conducting extensive marketing in social media is very demanding. Each platform in social media has its own rules – it has a slightly different user profile, puts emphasis on different elements and uses a different technology, so that the marketer has to adapt to the communication code prevailing there. Usually, we will not post the same content on a TikTok or Twitter profile (or at least not in the same form) as on Instagram or LinkedIn. For this reason, when running company profiles on various websites, we have to generate a lot of different content, tailored to a given website.

In addition, it is necessary to use separate applications for each medium, and sometimes, in addition, to switch between several profiles within one platform – all this in real time in order to answer customer questions as quickly as possible and react to current events. It cannot be denied that in terms of logistics, this is a huge challenge.

Social media tools

Platforms that, thanks to API (Application Programming Interface) integration, allow you to manage profiles on many social networks within one tool come to the rescue. Thanks to this, using one “combine”, we can – depending on the functionality offered by a given product – plan automatic publication of posts, reply to comments, talk to users via private messages, and analyze statistics on reach, engagement or the number of subscribers and generate reports from it. What are the most popular tools and what exactly do they offer?

Hootsuite

Hootsuite, apart from the basic functions, also allows you to set an alarm that will notify the user of a non-standard increase in activity on our profiles. As you know, immediate reaction allows you to minimize any crises. Hootsuite also allows you to analyze frequently used words in a given situation, so that we can properly formulate the messages we need. Setting the right parameters also allows you to connect and advanced analysis of the effectiveness of posts in Google Analytics.

The most important information at a glance:
– Integration with over 20 social networks – including Facebook, Instagram, LinkedIn, YouTube, Twitter,
– Post publication planning,
– The ability to receive and send private messages for some portals,
– Charts regarding the reach of individual posts, collective charts and the possibility of comparison with competing fan pages,
– Built-in link shortener,
– Possibility of integration with advertising systems,
– Mobile applications for Android and iOS.

Postplanner

Postplanner connects to the most popular portals and allows you to plan posts using a convenient calendar. Integration with Canva also allows you to easily create graphically friendly content.

The most important information at a glance:
– Integration with 5 social networks: Facebook, Instagram, LinkedIn, Twitter, Pinterest,
– Planning, editing and targeting of posts,
– Sorting posts in terms of range, number of comments or reactions,
– Displaying the most popular posts on a topic from different platforms for guidance and inspiration
– File hosting,
– The ability to create graphics using Canvy,
– Algorithms to evaluate the potential of a given post.

Loomly

Loomly, apart from the publication calendar, allows you to analyze the effectiveness of posts, suggests ideas for new entries and allows the tool to be used by several users.

The most important information at a glance:
– Integration: Facebook, Twitter, Instagram, LinkedIn,
– Calendar post scheduling,
– File hosting,
– Image library for publication,
– Management of ads in social media,
– Performance analytics,
– Ideas for posts generated on the basis of current trends in a given industry,
– Ability to reply to comments.

Later

A content publishing tool focused mainly on Instagram, but also works with Facebook, TikTok and Pinterest. As one of the few, it allows you to plan Stories (in the form of sending material to the phone and reminders about the need to publish – Instagram API currently prevents the automatic publication of stories).

The most important information at a glance:
– Drag & drop calendar,
– Hashtag suggestions,
– Suggestions on the date of publication based on data,
– Visual image editor with filters,
– Post effectiveness analysis.

Buffer

Like the above Later tool, Buffer also allows you to schedule Instagram Stories in the form of content upload and publication reminder. Buffer will also highlight any Instagram comments we haven’t replied to.

The most important information at a glance:
– Integration: Instagram, Facebook, Twitter, Pinterest and LinkedIn,
– Analytical module,
– Mobile application for iOS and Android.

Planoly

A tool dedicated to Instagram and Pinterest, in a limited form also cooperating with Snapchat, Facebook and Twitter. In addition to the publication calendar combining several platforms, Planoly also offers other modules, including a post builder with various functions for visual modification.

The most important information at a glance: Platform integration:
– Instagram, Pinterest, Facebook, Twitter, Snapchat to a different extent,
– An extensive analytical module,
– Built-in basic post patterns,
– iOS and Android application.

Postify

Basic post planner for several social networks – apart from the most popular, it also integrates with the Russian platform Vkontakte. On Facebook, apart from the publication of entries at a specified time, it allows, for example, to automatically change the background photo on the fan page.

The most important information at a glance:
– Integration: Facebook, Instagram, LinkedIn, Twitter, Vkontakte,
– Graphics editor,
– Suggestions and inspiration for posts,
– Built-in link shortener (to Twitter and LinkedIn),
– Analytical module.

NapoleonCat

The Social Inbox feature will allow you to handle all messages sent to the company in one inbox. NapoleonCat also allows you to manage ads (Facebook / Instagram) and profiles on Google My Business.

The most important information at a glance:
– Integration: Facebook, Instagram, Twitter, LinkedIn, Messenger, YouTube, Google My Business,
– Analytical module,
– Ad moderation (Facebook and Instagram),
– Multiple users – team coordination,
– Reports in .pdf.

SkedSocial

A tool that focuses mainly on Instagram, but according to the principle “Instagram first does not mean Instagram only”, it also works with Facebook, Twitter, Google My Business and LinkedIn.

The most important information at a glance:
– Publication calendar,
– Multiple users,
– Graphics editor,
– Analytical module,
– Canva integration.

SproutSocial

SproutSocial is a multiplatform social media calendar that also allows you to analyze and compare your statistics with competing profiles.

The most important information at a glance:
– Integration with Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest (post publication), Reddit, TripAdvisor, Glasdoor (monitoring),
– Analytical module,
– Graphics editor and template library,
– Algorithms suggesting the best time to publish a given post,
– Multiple users,
– Mobile application.

Kontentino

A simple-to-use social media organizer, useful especially with a large number of profiles and a large team. It will be especially useful for marketing agencies thanks to the module enabling easy acceptance of the given content by the client.

The most important information at a glance:
– Integration with Facebook, Instagram, Twitter, LinkedIn and Pinterest,
– Solutions facilitating communication in the team,
– Mobile application,
– Analytical module,
– Ad management.

Sendible

A tool designed for larger teams and marketing agencies. Monitoring of specific phrases can be especially useful, which will allow you to be always where a given brand is mentioned.

The most important information at a glance:
– Integration: Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google My Business, as well as a number of blogging platforms (WordPress, Blogger, Tumblr) and messengers (Slack),
– Solutions facilitating communication in the team,
– Mobile application,
– Analytical module,
– Ad management.