SXO: User experience as an SEO lever
Posted: Sun Apr 20, 2025 10:02 am
In his presentation "SEO Leverage UX," Philipp Koke highlighted how a good user experience can boost SEO success. He uses the term "SXO," which describes the intersection of SEO, user experience, and conversion rate optimization: This involves creating a customized customer journey for each key search term, leading from the SERP snippet through the website structure to the belgium phone number data desired conversion. The focus should be on keywords with a clear intent.
A typical SXO approach for Koke looks like this:
Keyword research
Target group and user intent per keyword
relevant content for the intent
relevant conversion goal for the intent
clear page structure
fast loading times
good usability on all devices
regular analysis and optimization
“Dance on my grave” – the story of an unusual funeral home
Maria Kaufmann and Robert Freitag gave a very special presentation, as this one wasn't about SEO, content, or AI, but rather an emotional and courageous entrepreneurial story from the undertaker industry: three dogs, a coffin as a ball pit, and disco lights with loud music—not exactly the usual undertaker setting.
But this special room decoration had a background: Maria and Robert talked about founding their funeral home, " Ab unter die Erde ," which celebrates "the last of all parties" in a cheerful and colorful way. They talked about their problems with marketing service providers who tried to slow them down, capture them, and conform them. But that wasn't what they had in mind at all: They wanted to bring more party and joy into the depressing image of undertakers.
The example of Maria and Robert shows:
Disruption is possible in virtually all industries.
There is hardly any education or informative content on the subject of burial and its rules and laws.
A typical SXO approach for Koke looks like this:
Keyword research
Target group and user intent per keyword
relevant content for the intent
relevant conversion goal for the intent
clear page structure
fast loading times
good usability on all devices
regular analysis and optimization
“Dance on my grave” – the story of an unusual funeral home
Maria Kaufmann and Robert Freitag gave a very special presentation, as this one wasn't about SEO, content, or AI, but rather an emotional and courageous entrepreneurial story from the undertaker industry: three dogs, a coffin as a ball pit, and disco lights with loud music—not exactly the usual undertaker setting.
But this special room decoration had a background: Maria and Robert talked about founding their funeral home, " Ab unter die Erde ," which celebrates "the last of all parties" in a cheerful and colorful way. They talked about their problems with marketing service providers who tried to slow them down, capture them, and conform them. But that wasn't what they had in mind at all: They wanted to bring more party and joy into the depressing image of undertakers.
The example of Maria and Robert shows:
Disruption is possible in virtually all industries.
There is hardly any education or informative content on the subject of burial and its rules and laws.