Think SXO, not SEO

Published on August 3, 2019 by Francis Bélanger

Have you ever been approached by an SEO “expert” who promises you to be “#1 in Google” by following his tips and tricks? Have you retained his services? Have you seen a positive impact on your business results? No? Well, you’re not alone, and here’s why.

Illustration of people interacting with Web devices


The latest evolutions in Google’s algorithm have transformed SEO (Search Engine Optimization) into SXO (Search Experience Optimization). To some extent, SXO is the fusion of UX (User Experience) with SEO. Google’s goal is to reduce the effectiveness of tips and tricks used by SEOs (Search Engine Optimizers) that have been unfortunately polluting the Web for several years.

Illustration of a person creating a Web link

Quality brings notoriety

For example, poor quality websites with thin and uninteresting content will be increasingly downgraded in the future. Interesting fact, Gary Illyes, Webmaster Trends Analyst at Google, estimates that 60% of Web content is duplication.

Also, the creation of backlinks (external linking), which has been the bread and butter of many SEOs, sees its role greatly diminished. The use of obscure criteria to evaluate external linking, like Trust and Citation Flows, is a thing of the past. Now, assessing the quality of external linking simply means calculating the proportion of external links that actually drive traffic to your site. This is the real purpose of a link, right?

Clearly, Google’s intention is to award notoriety to a website based on its quality only.

Illustration of a robot endowed with artificial intelligence

SEO becomes marketing

Consequently, for more than 10 years, Google has been updating its algorithm with the objective of improving the quality of websites. The first updates penalized sites that did not comply with Google’s guidelines. The integration of artificial intelligence and UX best practices as key criteria has brought a revolution: SEO has become today … marketing! This is what SEO should have always been.

Illustration of people optimizing content on a webpage

Conversion precedes position

In conclusion, content is the most important element for Internet users but also for SEO. Traditional optimization techniques have given way to UX, which puts the customer experience at the center of optimization. SXO requires rethinking the optimization process, the goal being to convince users, not search engines. The fundamental purpose of a website is to convert users into customers, not to seek positions on Google.

If you have any questions or comments, let us know by contacting us. We would love to hear your feedback.

Written by

Francis Bélanger

Web Consultant | Business Development Manager

Francis’ motto is “It ain't over until it's over”. His ski season ends in June. His golf season ends in December.

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