Are you coping with the new SEO changes? Now is the time to start thinking about your SXO....

Google's mobile-friendly update of 21 April last year showed that they had improved the rankings of mobile-friendly sites (and subsequently lowered the ranking of non-mobile-friendly sites) in mobile search results.

Google updates

This is just one of the latest search engine updates; the exact criteria by which Google now measures a site to determine its ranking position is a closely guarded secret, but it is known to include characteristics such as site speed, structure, content and more, which combine to give the desired algorithm for what search engine users are looking for.

Put simply, for businesses, marketers and site owners we are now moving away from Search Engine Optimisation (SEO) and into the time of Search Experience Optimisation (SXO). In its basic form, SXO focuses on optimising success rates, such as increasing page views or clicks or collecting more email addresses.

Search engines have changed to help customers and we, as businesses, need to adapt to these changes to be successful.

What should I do?

We all know that we should be thinking about our website visitors at every stage of the design, development and marketing process, but it is easy to overlook this mistake. Schedule questions and audits at different stages of the process to keep you on track.

Make sure you know how customers have changed - for example, the terminology they now use to search. Evidence shows that search habits have become more semantic, with people asking questions rather than typing in generic terms. Previously someone might have searched for "weight loss product", but now the search will be more like "what are the best weight loss products to get rid of a dog's belly?".

If you answer questions, you win search engine rankings. So stop worrying about repeatedly mentioning keywords in your content and start making sure you answer your customers' questions.