SXO - what is it, and why should you invest in this positioning strategy?
SXO, or Search Experience Optimization, is an extension of traditional SEO that combines search result optimization with a superior user experience on the site.
By investing in SXO, you improve your site's visibility in search results and conversions thanks to a more engaging and responsive site design.
Fig. 1. Tens of thousands of traffic per month - the results of implementing a well-thought-out SXO strategy.
Source: app.neilpatel.com
What are the latest SXO trends for 2025? 9 key trends!
Among SXO's top trends for 2024 are:
authenticity and first-person experience - focus on unique, personal experiences in content
One of SXO's top trends for 2025 is an emphasis on authenticity, and unique user experiences through content. This is about creating unique, personalized content that engages and leaves a lasting impression.
Instead of standard content, investing in original and authentic stories that match the audience's vision and build trust and loyalty makes sense.
the value of author entities - promoting authorities and experts as content creators
Users value information from recognized experts. This translates into greater trust and engagement.
To reinforce the value of content, focus on:
- building the company's reputation with experts in the field;
- creating content based on research.
Such a strategy increases credibility and attracts more valuable traffic, resulting in better long-term results.
Internal link improvements - improve navigation and page authority distribution by optimizing internal links
SXO's internal link improvements for 2025 focus on improved navigation and more efficient distribution of authority between subpages on the site.
Remember!
Optimizing internal linking increases the visibility of important subpages while improving the user experience by better directing users to relevant content.
Fig. 2. An example of internal linking in a marketing agency menu.
Source: www.semcore.pl/oferta/
video content optimization - creating and adapting videos for search engines and social media platforms
Optimizing video content for 2025 includes both creating and adapting videos for search engine algorithms and social media platforms. In addition, adapting the format and length of videos to the specifics of different social media platforms increases their reach and user engagement.
Development of search engine ranking factors - adaptation to changing algorithms and search engine preferences
To respond effectively to algorithmic changes, you need to pay attention to:
- the growing importance of user experience;
- the impact of page loading speed;
- mobile optimization;
- content tailored to searchers' intentions.
Such adaptation increases your site's visibility in search results and helps you satisfy your audience's expectations, translating into better business results.
Topic maps in content strategy - organizing content around relevant topics and keywords
Topic maps in content strategy are based on an advanced approach of organizing content around major topics and relevant phrases, enhancing site consistency and usability.
Creating such maps helps you understand the knowledge structure in a given area and provides better navigation for users, directing them to the most relevant information.
Focusing on specific topics increases the chances of better content positioning.
Fig. 3. Keyword research Ubersuggest for topic clusters.
Source: app.neilpatel.com.
Content creation using artificial intelligence - using AI to generate and optimize content
Creating content using artificial intelligence is a growing trend, enabling you to automate and optimize content processes.
Using AI, you can generate high-quality content at scale while analyzing user data to tailor content to their needs better. ChatGPT and Jasper AI are worth using for this.
Fig. 4. Jasper AI for content generation.
Source: www.jasper.ai
Regular content updates - keep your content up to date by constantly refreshing it
By regularly refreshing your content, you increase its value to your audience and gain in the eyes of search engine algorithms.
When updating your content, focus on:
- adding new information;
- removing outdated data;
- improving text structure;
- adapting content to changing trends.
This will ensure that your content remains competitive and attracts continuous traffic, positively impacting your site's positioning.
Fig. 5. Planning content to be updated in NeuronWriter.
Source: app.neuronwriter.com.
Sustainable and ethical SEO practices - focusing on quality and ethics in SEO and avoiding algorithm manipulation
Sustainable and ethical SEO practices emphasize creating valuable content and transparent operations that benefit both users and search engines.
Focusing on quality instead of algorithm manipulation ensures long-term success, avoiding the risk of penalties or ranking drops. By betting on ethics in SEO, you build lasting relationships with your audience.
Such a strategy supports a healthy online ecosystem that promotes integrity and accountability in optimization efforts.
What can we expect in the coming years? Forecasts for 2026, 2027 and 2028!
In the coming years, it is worth paying special attention to, among other things:
- The rise of AI and machine learning - automation of data analysis and personalization of search results will become standard, which will require increasingly sophisticated optimization strategies (algorithms will better understand user intent and provide more precise answers);
- Development of local SEO - with the growing popularity of "near me" searches and the increase in demand for local services, local SEO will be a key part of the strategy for small and medium-sized businesses (optimization for maps and reviews will become even more important);
- Optimizing content for voice search - with more and more users using voice assistants, tailoring content for natural language queries will become indispensable (short, specifically worded answers and appropriate data structure will be especially necessary);
- The importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) - Google will place increasing emphasis on content created by authorities in the field, emphasizing the need to build trust and authority (focusing on content quality and source credibility will be extremely important);
- Video content optimization and AEO (Answer Engine Optimization) - video will become the dominant form of content;
- The importance of social media signals in terms of SEO - social media signals, including engagement, shares and reach, will begin to play a greater role in search engine algorithms, requiring close integration of SEO strategies with social media activities soon.
How much does it cost to optimize a site for the latest SXO standards?
While optimizing a site for the latest SXO standards costs between 5,000 and 30,000 zlotys, the final cost depends on, among other things, the size of the site, the complexity of the actions needed, the selected scope of services and the experience of the agency or specialists.
Costs can be higher for large, multilingual sites or advanced online stores that require extensive features. These expenses include a technical audit, optimization of content, improvement of user experience and monitoring of the effects of activities.
After how long do specialists take action, can you notice the effects of SXO?
The effects of SXO specialists usually begin to be noticeable after 3 to 6 months, but this time may vary depending on several factors, including the industry's competitiveness, the technical condition of the site and the extent of the changes being made.
The future of SXO - FAQ
What are the most common questions and answers about the future of SXO?
What is SXO and why is it important?
SXO, or Search Experience Optimization, combines search result optimization with an excellent user experience on the site. This approach is important because it improves a site's SEO and increases user satisfaction, leading to higher conversion rates.
What technologies will shape the future of SXO?
In the future, SXO will increasingly depend on artificial intelligence and machine learning. These technologies make it possible to understand users' intentions better and tailor content and site functionality to specific needs.
What will be the importance of video content optimization in SXO?
Video content optimization will become increasingly important as video gains popularity as the preferred content format. Effective video optimization improves search engine visibility and increases user engagement - this directly impacts the success of SXO.
Will local SEO become more important?
Local SEO will become more important as demand for local services and products grows. Optimizing for "near me" local searches will be key for small and medium-sized businesses looking to increase their visibility in search results.
What will be the importance of E-E-A-T in the future of SXO?
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) will become increasingly important as Google emphasizes authoritative and credible sources. Building content by experts and establishing authority in the industry will become an important part of a successful SXO strategy.
Will social media signals have an impact on SXO?
Social media signals will increasingly influence SEO as search engines take into account the engagement and popularity of social media content.
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