How SXO improves engagement and conversions

One of the biggest takeaways from Georgia’s approach is that traffic alone doesn’t equal success. Businesses must shift their focus to high-intent visitors who are genuinely interested in their products or services.

Here’s how SXO helps businesses drive better results:

1. Prioritizing user intent: SXO ensures that content answers users' real questions, not just ranks for keywords.
2. Optimizing content for engagement: Well-structured, easy-to-read content keeps users on the page longer.
3. Enhancing website usability: Faster load times, intuitive navigation, and mobile-friendly design reduce bounce rates.
4. Improving conversion pathways: Well-placed CTAs (calls-to-action) and CRO-driven copy help turn visitors into customers.

"In one case study, we helped a client in the home services industry increase their organic conversions from just one per week to 5-10 per day," Georgia shares. 

How to transition to an SXO-focused SEO strategy

Shifting from a traditional SEO strategy to SXO requires a mindset change. Instead of chasing rankings, businesses must focus on user needs, engagement, and conversion optimization.

Here’s where to start:

1. Understand your audience deeply

• Who are your ideal users?
• What problems are they trying to solve?
• Where do they go for information?

“SEO success starts with understanding your audience’s needs,” Georgia says. "When you optimize for real user intent, you create content that resonates and drives action."

2. Conduct a UX and CRO audit alongside your SEO audit

When reviewing your website’s SEO performance, ask:

• Is the site easy to navigate?
• Is the content clear and engaging?
• Are there usability issues that could be blocking conversions?

Georgia recommends using heatmaps, session recordings, and A/B testing tools to gain insight into how users interact with your site.

3. Balance traditional SEO metrics with user engagement data

Instead of only tracking keyword rankings and traffic, Georgia suggests a balanced scorecard approach, measuring:

• SEO Metrics: Rankings, organic traffic, click-through rates
• User Engagement Metrics: Bounce rate, time on page, pages per visit
• Conversion Metrics: Form submissions, demo signups, purchases
• Qualitative Insights: User surveys, customer interviews, social listening

"Tracking user engagement and conversions alongside rankings gives a fuller picture of SEO success," she explains.

4. Optimize for search AND experience

A successful SEO strategy in 2025 isn’t just about keywords—it’s about creating valuable, user-friendly content that naturally ranks well.

Best practices include:

• Writing conversational, easy-to-read content
• Using clear headings and structured formatting for readability
• Ensuring fast page speed and mobile optimization
• Adding persuasive calls-to-action (CTAs) that align with user intent

"Think of your website as a house," Georgia says. "Traditional SEO lays the foundation, but SXO is what makes people want to stay, explore, and engage."

The future of search belongs to user-centric brands

The rise of AI-driven search, engagement-focused rankings, and multi-platform visibility means businesses must rethink how they approach SEO. Search Experience Optimization (SXO) offers a more sustainable, user-first strategy that goes beyond rankings to create meaningful engagement and conversions.

Ultimately, success in search isn’t just about driving traffic—it’s about delivering real value to the right audience.

As Georgia Tan puts it, "Do right by your users, and you’ll do right by your business."

Episode links: 

• Switch Key Digital–Georgia Tan’s company focused on Search Experience Optimization (SXO)
• LinkedIn–Georgia Tan mentions connecting with her on LinkedIn for more insights
• (Blog) What you need to know about Google's UX ranking factor
• (Guide) Optimizing conversion rates for retail and consumer brands. This guide shares how some of the most successful retailers and consumer brands have tackled challenges with conversion rate optimization.​
• (Webinar) Empower Digital Product Teams to Build Better Experiences. In this webinar, you'll learn the following: The process for continuous testing, iteration, and optimization; how to leverage user feedback to drive business outcomes; tips for getting internal buy-in and driving strategy with user insights.
• (Guide) A comprehensive guide to A/B testing for CRO and UX. Discover the power of A/B testing in optimizing UX and boosting conversions.