Search Experience Optimization (SXO)
Intent Matching
| Query Type | Expected Page | Key Signals | |------------|---------------|-------------| | Informational | Guide, tutorial | Quick answer, TOC, depth | | Navigational | Homepage, brand page | Logo, navigation, search | | Commercial | Comparison, reviews | Tables, pros/cons, ratings | | Transactional | Product, pricing | CTA, price, trust signals |
User Persona Method
- Define 2-3 personas (role, goals, pain points)
- Map each persona to query types they search
- Build pages addressing their specific intent
- Validate with user testing (heatmaps, session recordings)
User Stories Format
As a <persona>, I search "<query>" because I need <goal>.
I expect to find <expected content> within <time>.
I'll engage by <action: scroll, click, share, convert>.SXO Metrics
- Dwell time: > 1 minute for informational, > 3 for in-depth guides
- Scroll depth: > 50% reach mid-page, > 25% reach bottom
- Pogo-sticking: < 10% (users returning to SERP)
- Click-through (next step): > 30% click expected CTA
Anti-Patterns
- ❌ Above-fold pop-ups (delay 30s+ or scroll-trigger)
- ❌ Wall of text (paragraphs > 4 lines)
- ❌ Generic headlines (specific > clever)
- ❌ Buried answer (quick answer should be in first 100 words)