SXO: In-Depth Coverage of SEO & UX’s Lovechild, Part II

We won’t beat around the bush: we’re back and we’re here to SXO this place up.

Yesterday, we discussed some of the foundations of SXO, but today, we’re about to delve further into the nittier and grittier details.

Everyone back in! Arms and legs inside the vehicle until it comes to a complete stop. Let’s roll.

What’s click behavior?

macro shot of cursor on screen

Mr. Owl, how many (c)licks?

Click behavior is how you gauge what customers do once they get to your site. You usually want to do this by installing an application like Google Tag Manager. Like the Google Search Console linked earlier, this application can also be found through Google Analytics. Keeping track of this data will help you long term. Knowledge is power and all of that. The more you know about how people use your site, the better you can gear it toward their likes and dislikes.

The average amount of time a user will spend on your site is ten seconds. That’s how long you have to make a good impression, and yes, every second counts.

So what types of click behavior should I know about?

Cursor and hand isolated on white background

Feels like a weird “Pull My Finger” joke, but sure, why not.

There are three main types of click behavior that you’re going to find most useful to you as a business owner.

Short clicks are when a user clicks on your site and then immediately goes back to Google. These are unavoidable. Sometimes they’re misclicks, and sometimes they’re the quirks of human nature. Some short clicks are normal. If the majority of your clicks are short clicks, there’s a problem.

Long clicks are a long delay before the user goes back to Google. You’ll like these better because it means the user is spending more time on your site; it primarily acts as an extended advertisement. Long clicks are what you want because the user is invested and consuming your content. It’s a win!

Next click is what a user will click on next after they go back to Google. This is useful because it can help you determine what else your customers are interested in and gauge how to serve their needs. If they can find it on your website, they won’t need to go back to Google.

Essentially, Click behavior is the shorthand version of Yelp reviews. In fact, they’re even more valuable than Yelp reviews, because they are people’s immediate reactions to encountering your content. If you can figure out what’s going on from that, you won’t have to wait for the Yelp review to tell you what people think about your website. And that isn’t just good SXO, it’s good customer service.

So what are my customer’s needs?

Happy customer just bought a car at car dealership

Thumbs up, you’ve met customer needs!

Well, each company and customer is going to be different. But most of your customers are going to have a few common ones: accessibility, utility, content, and sharability.

  • Accessibility is how convenient people find your website, or the efficient use of SEO. Good SEO practices bring your website to their attention. If they can’t find your website, they won’t ever visit. This involves keyword data and semantic search, but it also means including metadata. This is the part of your website aimed at web crawlers and their algorithms. By using keyword data and semantic search, you can easily bring your website to their attention.
  • Utility is how easy it is for people to use your website. If they can’t use your website, they definitely won’t stay. Your website needs to be both mobile and computer usable. If your website breaks, why should they buy your product? There’s no point in losing customers because your technology doesn’t work. By watching click behavior, you can rapidly discover which parts of your website aren’t working for your customer base and adjust to their responses.
  • Content is what people see when they come to your website. Compelling and engaging content will keep them there when they could otherwise leave. You need good site design, colorful pictures, and relevant resources. Tools, articles, and informational tidbits will leap out at your customers and entice them into looking further. By using semantic search and next clicks, you can understand both what your customers are looking for and what they aren’t finding on your website.
  • Sharability is how your user base tells other people about their experiences at your site. If they are immediately and easily capable of sharing your web pages on common social media platforms such as Facebook or Twitter, they’ve advertised you to their networks. It’s good old-fashioned word of mouth marketing! By using semantic search, you can keep in touch with the figurative man on the street and understand what will best appeal to your customers.
These four needs, if covered adequately, should make it simple for you to help most of your customers and provide a solid base to work with those who need more. That’s the essence of SXO. Click To Tweet

And now you know!

And the best part about SXO…

soccer ball in goal with green background

You can do the thing!

Hopefully, now you understand why SXO is so important. It prioritizes user experience while still using the principles that make SEO great for both you and your website. Good SXO ups your game while keeping your website high quality, leaving your competition crying in their lemonade.

The goal here is to get people to stay on your page the first time they click on it. After they leave, it’s more likely than not that they’ll never return. Their first encounter on your site needs to be a superb impression. You have to convince them that you have an answer to their question, that it’s an answer they can trust, and that you’ll make it easy to get their answer. By following the good SXO practice outlined in this article, you absolutely can complete these objectives.

So what makes a good first impression?

Partners finance success sales person shaking hands greeting meeting first time

Another achievable goal: a good first impression.

Ok. Let’s piece everything we’ve learned into one cohesive whole.

  • SEO is search engine optimization and primarily for the benefit of web crawlers.
  • SXO is search experience optimization and primarily for the benefit of humans.
  • Keyword data is the record of what people have used to find your site.
  • Semantic search is the intuitive interpretation of that data.
  • Click behavior is the tracking of what people do once they visit your website.

By using the tools of keyword data, semantic search and click behavior, you’ll have the information necessary to create a wonderful user experience for your customers. By filling their four basic needs of accessibility, utility, content, and shareability, your site will be usable, convenient and enjoyable. Frankly, isn’t that what you want your website’s reputation to be?

Looking Deeper

Want to know more about SXO or SEO? Contact us here. We’ll give you direction and guidance in dominating your competition in the online realm.

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