What is Search Experience Optimization?

5 Characteristics of Search Experience Optimization

Search experience optimization represents a more holistic version of SEO, one that’s less focused on search crawlers and more concerned with the end user. Take a minute to learn more about this field, via Gravity.

What is Search Experience Optimization?

As search engines have become an increasingly prominent part of our day-to-day life, the search experience has changed dramatically. In order to keep up with these changes, the field of SEO has evolved and adapted. Today, many SEO professionals have shifted their focus into search experience optimization. Essentially, this is a more holistic version of SEO that focuses on the end user experience, not just on Google’s crawlers.

To put it another way: While search engine optimization is usually associated with keyword rankings and organic traffic, search experience optimization is about generating meaningful traffic by adopting a more people-centric approach as opposed to a search engine-centric approach.

Sound like a matter of semantics? Well, not entirely. The truth is, moving to a search experience optimization model can produce a demonstrable impact on your marketing efforts. For example, it helps you bring in qualified traffic and interested leads, and it ensures a higher level of satisfaction on the part of your end user.

5 Characteristics of Search Experience Optimization

 But what does search experience optimization really look like in practice? A few of the defining traits include:

1. Usability. For a superior search experience, you need to ensure a website that follows all the foundational principles of navigation and accessibility.
2. Relevance. A relevant and creative content strategy is required so as not to disappoint search engine users when they land on your website.
3. Authority. Having authoritative content means content people will trust; it’s important to do your research carefully, cite your sources, and write with clarity.
4. Breaking siloes. Search experience optimization is an integrative approach, meaning that to optimize for a better search experience, an organization needs to break down siloes across departments (SEO, PPC, content, design, etc.).
5. Data. Search experience optimization is not a “set it and forget it” endeavor. It requires constant monitoring of metrics and KPIs, and a willingness to adjust your strategy on the fly.

These are some of the broad considerations your enterprise should make as it heads down the path of holistic, people-centered search experience marketing.

Where to Begin with Search Experience Marketing

Search experience optimization is no easy task. While many agencies may claim that they offer search experience optimization, only a few firms can execute it properly, as it requires a team of experts that can work in an integrative environment. At Gravity, we pride ourselves in our ability to work holistically and collaboratively to help clients achieve a robust search experience on behalf of their end user. Contact our team directly to learn more.