Georgia Tan.pptx

Source PPTX: seo方法论/ppt/2025 Shenzhen SEO Conference Speaker Slides/Georgia-Tan.pptx

===== Slide 1 =====
Search Experience Optimisation (SXO)

The
Algorithm’s
Next Frontier
Driving Conversions Through User-Centric Experiences
Georgia Tan
Co-founder & Head of Search,

Switch Key Digital

===== Slide 2 =====
Discoverable
Enticing
Enjoyable

===== Slide 3 =====
Key Takeaways

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===== Slide 5 =====
Discoverable
Enticing
Enjoyable

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[no extractable text found on this slide]

===== Slide 7 =====
Strategise
Implement
Research
Analyse
Monitor & Iterate

===== Slide 8 =====
Strategise
Implement
Research
Analyse
Monitor & Iterate

===== Slide 9 =====
WeChat
LinkedIn
Connect with me!

===== Slide 10 =====
Why businesses need to re-think their SEO strategy

===== Slide 11 =====
3    Shifts
User Engagement Ranks
AI Redefines Discovery
Be Visible Everywhere

===== Slide 12 =====
AI Redefines Discovery

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Be Visible Everywhere

===== Slide 14 =====
An example of a company with great SEO, UX & CRO


===== Slide 15 =====
An example of a company with great SEO, UX & CRO


===== Slide 16 =====
Highly Discoverable

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Content Hub for Exploration and Additional Discoverability

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Seamless and Enjoyable Experience

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The Conversion Machine

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The Conversion Machine

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The Conversion Machine

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SXO is The Next Frontier of SEO
Higher rankings with satisfied users
Enhanced user engagement & conversions
Builds brand loyalty & trust
1.
2.
3.

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3 Pillars of SXO
Go beyond rankings to create targeted and personalised user journeys that drive conversions

===== Slide 27 =====
Drive Results with SXO
When SEO, UX Design & CRO work together, the result is a cohesive, user-first strategy that delivers measurable results. By aligning these three pillars of digital marketing, you can achieve:
Improved conversions
Well-placed CTAs (calls-to-action) and CRO-driven copy help turn visitors into customers.
Prioritising

user intent
SXO ensures that content answers users' real questions and helps them, not just ranking for keywords.
Enhancing

website usability
Faster load times, intuitive navigation, and mobile-friendly design reduce bounce rates.
Optimising content for engagement
Well-structured, easy-to-read content keeps users on the page longer and nurtures them.

===== Slide 28 =====
What is SXO?

===== Slide 29 =====
1.
Shared

Goal
All efforts align to guide the user through the entire journey, from discovery to conversion.
SXO Evolves SEO, UX, & CRO
In this framework, each discipline matures from an isolated function into an integrated part of a single mission.
2.
Practice Refinement
Individual tactics are enhanced to support each other, not just channel-specific metrics.
3.
Synergistic Outcome
This integration creates a feedback loop where each discipline informs and strengthens the others.

===== Slide 30 =====
What makes your favourite cafe, bubble tea shop or restaurant?

===== Slide 31 =====
Search Experience Optimisation
User-

Centric SEO
Customer-

Centric CRO
Conversion-
Focused UX

===== Slide 32 =====
Traffic Focused
User

Focused
SEO

===== Slide 33 =====
Traffic-Focused SEO vs User-Focused SEO
Key Areas
Traffic-focused SEO
User-Focused SEO
Goal
Increase rankings & traffic
Increase relevant traffic & drive conversions
Keyword Research
High-volume, low-difficulty keywords
Intent & conversion potential
Content Optimisation
Incorporates keywords
Aligns with brand, engages & converts
Technical SEO
For search engines
For search engines & users
Off-Page SEO
Acquiring backlinks
Building relationships for authority
User Focus
Search engine algorithm-focused
User experience & conversion-focused
Data Usage
Ranking, backlink & traffic data
User behaviour, conversion rates, & ROI comprehensive

===== Slide 34 =====
Experience Focused
Conversion Focused
UX

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Experience-Focused UX Design vs

Conversion-Focused UX Design
Key Area
Experience-Focused UX Design
Conversion-Focused UX Design
Primary Goal
Enhance overall user satisfaction and ease-of-use.
Drive specific user actions that align with business goals.
Core Focus
Holistic & Empathetic
Data-driven & Persuasive
Approach to UX
Resolves broad user pain points across the entire journey.
Removes friction from key conversion paths.
Visual Branding
Builds long-term brand equity through strict consistency.
Leverages brand to build immediate trust and communicate a strong value proposition.
Data Usage
Prioritises qualitative data (interviews, testing) to understand the "why."
Blends quantitative (analytics) and qualitative data to optimise the "what."
Business Alignment
Assumes business success follows from meeting user needs.
Directly connects desired user actions to specific business KPIs.
User Focus
User’s needs
User’s key actions

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Isolated,

Tactical Focus
Holistic, Customer-Centric Focus
CRO

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Isolated Tactical CRO vs

Customer-Centric CRO
Key Area
Isolated, Tactical CRO
Holistic, Customer-Centric CRO
Primary Goal
Boost rates on isolated actions (clicks, sign-ups).
Grow customer lifetime value (CLV) & revenue.
Core Philosophy
Drive a specific, immediate action.
Earn conversions by delivering clear value.
Scope
Bottom-of-funnel elements (pages, buttons).
The entire, end-to-end customer journey.
Collaboration
Operates in isolation
Works in synergy with SEO & UX
Branding
Brand is secondary, may risk reputation for wins.
Brand is paramount, all efforts must enhance it.
Approach to Users
Persuade or "hack" users into action.
Partner with users to solve their needs.

===== Slide 38 =====
EXAMPLE
When SEO, UX, CRO are not connected

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THE PERILS OF DISCONNECTION
Why SXO matters

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Siloed Approach
Inconsistent Branding
Unguided Experience
Content Overload
Lack of Optimisation

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It’s not just about the food!

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How trustworthy are these listings? Would you contact and meet these sellers?

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THE RECIPE I USE FOR SUCCESS
The SXO Framework

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Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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The Double Diamond

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Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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Research

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In-Depth User & Business Research
Discover insights and validate assumptions about users and the market, aligning with core business objectives.
User interviews
Surveys and questionnaires

Usability testing

Leverage SMEs

Include insights from keyword research!
Competitor analysis
Market and trend analysis
Business model canvas

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Deepen Understanding of User Behaviour

Gain actionable insights into how users interact with your website.
Identify and Prioritise Optimisation Opportunities

Focus on areas that will have the greatest impact on conversions.
Enhance User Experience and Drive Conversions

Create a more user-friendly and effective website.
Benefits of User Feedback

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What is Information Gain?
Introducing
new, relevant concepts
and
entities
that expand the boundaries of Google's
Knowledge Graph
.
This helps search engines like Google better understand your content and potentially rank it higher for relevant searches.

===== Slide 51 =====
The Limits of AI and the Power of Information Gain

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Clear Brand & Identity
Good Coffee
Convenient

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Scoring: Google tests new information
High positive user engagement can lead to sustained higher rankings

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How to get insights?
Secondary Research
Reviews (Amazon, G2)
Forums (Reddit, Quora)
Closed-community questions, discussions
Academic papers
Government Data
SME interviews
Primary Research
User interviews
Usability Testing
Heatmaps
Session Recordings
First-hand experience
Surveys
Focus Groups
Internal Insights
Internal staff interviews
Customer service, sales and testimonial data
Internal subject matter expert interviews

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Questions to better understand the business

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Common Information Gaps

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Common Information Gaps
“I can’t find any information about the monthly specials”

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Common Information Gaps
“Is there a video I can just watch?”

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Common Information Gaps
“Is the beef burger or the steak the best dish here?”

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Common Information Gaps
“I only want to find restaurants in my suburb.”

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Common Information Gaps
“I don’t understand the new Dubai chocolate TikTok trend, someone explain!”

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Common Information Gaps
“That isn’t what I meant.”

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Discoverable
Enticing
Enjoyable

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Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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Analyse

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Developing Personas
Create more relevant and engaging content, leading to higher conversions and stronger brand loyalty
Effective SXO personas require time and cross-functional collaboration

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Visual element

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The Blended SXO Audit
Internal Linking
Information Architecture
CTAs
Accessibility
Above the Fold
Brand Consistency
Promotions &

Urgency
Technical  Performance
User Intent
Partnerships
Visual Hierarchy
Content Discoverability
Seasonality
Backlinks
Multi-Platform Presence
Auditing Through the Persona's Lens
Page-level Engagement
Social Proof

===== Slide 69 =====
Build Your Insight Repository
Jumpstart your repository with one of these collaborative tools!

1. Collaboration Tools
Confluence, Sharepoint, Google Workspace, etc.
2. Database Tools
Notebook LLM, Notion, Airtable,  etc.
3. User-research Tools
Dovetail, EnjoyHQ, Notably, etc.
4. Whiteboarding Tools
FigJam, Miro, etc.

===== Slide 70 =====
Two repositories you should maintain
Content
Reports, Raw Data & Recordings Library
Centralises all research outputs for comprehensive documentation.
User Insight

Hub
Focuses on synthesised findings, making insights easily searchable and actionable.

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Source: Dovetail

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Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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Strategise

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Good Coffee
Seasonal Specials Menu
Near their bakery
Near Home
Lots of Parking Space
Next to main road, in town centre
Signage
Dog-Friendly
Friendly recognisable branding
Takeaway Discounts
Fresh pastries and bread near the counter
Bakery Promotions
Friendly Staff
Collects Feedback
Fresh Food
Environment
Plating
Food Modifications available

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What makes you the BEST choice?
Clear differentiation
Marketplace competition
Difficulty differentiating
Generic messaging
Attracting the right customers
Compelling messaging
Communicate Your Unique Value
What makes you the BEST choice?
CHALLENGE
SOLUTION

===== Slide 76 =====
Source: Material Design 3
Make your Brand Identity Clear
Consistent branding brings your unique value to life, creating a
memorable identity
that resonates with your target audience.

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User Journey Mapping
Mapping the journey from start to finish allows you to identify opportunities for providing content and improving your website.
Touchpoints and emotions
Opportunities and pain points

Journey map per persona

Marketing funnel

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Top of Funnel
Bottom of Funnel

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Information architecture
SXO

Grouping
Align user mental models (
Card Sorting
) with search demand (
Topic Clusters
). This creates categories that are both intuitive for users and demonstrate authority to search engines.
Strategic Internal Linking
Create clear, crawlable paths that guide both users and search engines. A strong internal linking structure flows authority to your most important pages and establishes topical relationships.
Simple

Structure
Minimise click depth to reduce user
Cognitive Load
and improve search engine
Crawl Efficiency
. Aim for all important pages to be within 3 clicks of the homepage.
Continuous Validation
Regularly validate the structure with qualitative
User Testing
and by monitoring quantitative
SEO metrics
like crawl stats, indexation reports, and organic rankings.

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Operationalise Information Gain
Blend unique, insightful information with relevance to user search intent for Information Gain
Content Briefs
Content Strategy Matrix

Core Topics
Content Gaps

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"What new, original information am I bringing to the discussion?"

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"What new, original information am I bringing to the discussion?"
"What proprietary data do I have that no one else does?"

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Bake information gain into

your content briefs
Plan for it

Incorporate information gain into your initial content strategy.
Brief for it

Include a dedicated section in every content brief.
Benefit from it

This improves idea generation, allows for the early identification of potential challenges, and ensures team alignment on the unique value proposition.

===== Slide 84 =====
Breathe New Life into Existing Content
Systematically enhance your most valuable existing content with fresh, unique insights to boost performance and authority.
Inject
insights from your latest customer research.
Update
examples and statistics with current data and trends.
Add timely
quotes from new expert interviews.
Embed
new video tutorials or recent testimonials.

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Opposite of a good experience

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Content Strategy Matrix

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Content Strategy Matrix
10 - 40% information gain

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The Alignment Checkpoint
Are we all on the same page?

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Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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Implement

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Accessible Design
(legal and brand reputation requirement)
See & Hear

(Perceivable)
Provide text alternatives for images and visuals (alt text).
Add captions and transcripts for videos and audio.
Use high-contrast colors for readability.
Interact & Navigate (Operable)
Enable full keyboard navigation.
Give users enough time to process content.
Design intuitive and consistent navigation.
Understand & Learn (Understandable)
Use plain language and avoid jargon.
Structure content logically and predictably.
Provide clear instructions and helpful error messages.
Compatible & Reliable (Robust)
Ensure seamless integration with assistive technologies.
Adhere to web standards (valid HTML/CSS).

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Every Page Should Be Purpose-Driven
Establish a Clear Page Objective
Define precise, SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for each page to guide design and ensure focused outcomes.
Align with User Intent
Craft pages that directly meet user needs and facilitate their desired actions upon arrival.
Reinforce Purpose Through Visual Hierarchy
Utilise visual cues to guide users towards the page's objective, emphasizing key information and CTAs.
Strategic Calls to Action (CTAs)
Implement prominent and compelling CTAs that directly support the page's core purpose.
Data-Driven Performance Evaluation
Analyse page metrics to refine design and continuously improve performance towards achieving its intended purpose.

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Every Page Should Be Purpose-Driven

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Below the fold
VS
No desired actions mentioned
Utilise your Homepage Real Estate for Conversions

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Below the fold
Product listings below the fold
Maximise your Above the Fold First Impressions
VS

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Credentials, Trust & Expertise, Social Proof
Credentials & Expertise
Certifications
Qualifications
Experience
Social Proof
Testimonials
Reviews
Case studies
Trust Signals
Security badges
Privacy policies
Guarantees

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Credentials, Trust & Expertise, Social Proof

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Unique, High Quality, Personalised

Photos and Videos
VS
Authenticity
Professionalism
Relevance to brand message
Personalisation where appropriate

===== Slide 101 =====
Strategise
Implement
Research
Analyse
Monitor & Iterate
The SXO Framework

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Monitor & Iterate

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Never stop monitoring and iterating
Creating a Living Strategy
Assess Performance & Goals
Refine & Revisit

Adapt to Change

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Centralise your data!

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SXO Metrics

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Prioritise changes based on impact
Use the MVP Framework to determine MoSCoW


===== Speaker Notes =====

--- Notes Slide 1 ---
Hello everyone, I'm Georgia Tan, Co-founder and Head of Search at Switch Key Digital. Today, I'm excited to talk to you about something that’s revolutionizing how we think about search: Search Experience Optimization, or SXO.

--- Notes Slide 2 ---
SEO is
Discoverable
. UX Design is
Enjoyable
. And CRO is
Enticing
. It’s the synergy of all three that creates a truly great experience. The principles of a great experience are universal. Today, we'll apply these principles to understand how to succeed on Google and in Western markets.

--- Notes Slide 3 ---
As we come to the end of our journey, let's revisit our key takeaways.

--- Notes Slide 4 ---
Just like thinking back to what makes a great cafe

--- Notes Slide 5 ---
It’s not just about the food. It’s about all these elements work together discoverable enjoyable and enticing,it’s about creating a digital space that builds trust, loyalty, and a long-term relationship with your customers

--- Notes Slide 6 ---
This is the heart of SXO, SEO, UX & CRO hve shifted now they are de-siloed

--- Notes Slide 7 ---
And all of this is brought together by our
SXO Framework
. It’s a continuous, five-step process that ensures all of your efforts are aligned and that you’re constantly learning and improving. We start with
Research
to discover insights,
Analyse
to turn those insights into a plan,
Strategise
to define our roadmap,
Implement
to put the plan into action

--- Notes Slide 8 ---
and then always continue to
Monitor & Iterate
to refine and improve our strategy based on what we’ve learned, this is a continuous process of improvement

--- Notes Slide 9 ---
Thank you for your time today. I hope this SXO framework gives you a new way of thinking about your digital strategy and you’re inspired to start SXO-ing. You can also connect with me on LinkedIn using the QR code on the screen. Thank you, and I’m happy to answer any questions you may have.

--- Notes Slide 10 ---
This is the world beyond ranking number one. With AI-driven search, voice search, and multi-platform visibility changing how users find and interact with content, businesses must move beyond traditional ranking-focused tactics. Here are three key shifts shaping the future of search:

--- Notes Slide 11 ---
I have been seeing the SEO landscape hit with 3 key shifts:
User engagement is a ranking factor: Search engines now prioritize user experience signals, such as time on page and interaction. traffic alone doesn’t equal success. Businesses must shift their focus to high-intent visitors who are genuinely interested in their products or services.

--- Notes Slide 12 ---
AI-generated search experiences are redefining discovery: Google’s AI Overviews and ChatGPT are changing how people consume information, making content quality and structure more important than ever.

--- Notes Slide 13 ---
Multi-platform visibility matters more than ever: Users don’t just search on Google. They explore answers on social media, forums, and AI chatbots. Businesses need a holistic content strategy to stay visible.
Success in 2025 and beyond isn’t just about rankings. It’s about creating a seamless, engaging experience across platforms.

--- Notes Slide 14 ---
Similarly Does your SEO strategy hit all three points?
Here’s an example of a company with great SEO, UX, and CRO. Shein. While it is a Chinese brand, its success in Western markets is a perfect blueprint for our SXO framework

--- Notes Slide 15 ---
It receive almost 1 million organic visitors per month and ranks for hundreds of thousands of keywords even in Australia (with much greater traffic in US).

--- Notes Slide 16 ---
It’s highly discoverable driven by the
massive longtail keyword strategy and huge product catalogue
. They focus on attracting the right kind of traffic, even for niche fast fashion terms.
They use
structured data
to provide search engines with rich information about their products, including
price, reviews, and delivery.
This helps them stand out in the SERPs with "rich snippets” to increase CTRs

--- Notes Slide 17 ---
They also have a content hub that goes beyond product listings for exploration and additional discoverability, with fashion trends, styling tips, brand stories, to build their authority as a fashion leader across podcasts and YouTube, not just a retailer.

--- Notes Slide 18 ---
They have a seamless and enjoyable experience, designed for mobile first, thorough filtering system, top trending searches and rich product pages like high-quality imagery, detailed product descriptions.

--- Notes Slide 19 ---
I want you to imagine your favourite restaurant or cafe. This here is one of my local favourite’s an Australian cafe in Sydney CBD, Australia. I want you to think about

--- Notes Slide 20 ---
Finally, Shein is a conversion machine. They provide timely & fresh content catering to fashion trends and seasons, like spring coming and holiday vacation season, they also provide personalised coupon codes, prominently display information on free returns, fast delivery, and safe payments for checkout.

--- Notes Slide 21 ---
They also use social proof on their product pages featuring customer reviews and ratings, offers a personalized shopping experience with app-only deals and personalised product recommendations.

--- Notes Slide 22 ---
This detailed size guide on their product pages to help people get the right size

--- Notes Slide 23 ---
They also have
smart, timely, on-trend push notifications
like
wishlist
reminders and add to cart reminders to
generate curiosity and sales.
These are creative ways to stay relevant and drive traffic and conversions.

--- Notes Slide 24 ---
From this example, we can see that it’s important to consider SEO, UX, CRO. It's about moving beyond just rankings to focus on satisfying users. This leads to higher rankings, enhanced user engagement, and builds brand loyalty and trust.

--- Notes Slide 25 ---
Traditionally SEO, UX, and CRO were disconnected silos, each with their own budgets and goals. The result was often fragmented and led to a suboptimal outcome. 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

--- Notes Slide 26 ---
SXO is about bringing these three pillars together to align them to a single mission with the goal of a much more impactful outcome that drives revenue and customer loyalty.

--- Notes Slide 27 ---
When these three disciplines work together, the result is a
cohesive, user-first strategy
that delivers measurable results. It’s about prioritising user intent to answer real user questions, optimise content for engagement to keep users on the page longer, enhancing website usability to reduce bounce rates, and ultimately, turning visitors into customers.

--- Notes Slide 28 ---
Let’s look at what each of these components looked like before and how they've evolved within the SXO framework
This is the heart of SXO, SEO = discoverable, UX = enjoyable and CRO = seamless and enticing.

--- Notes Slide 29 ---
Before we dive into the specific components
, it's important to understand the core shift. In SXO, each discipline matures from an isolated function into an integrated part of a single mission. SEO, UX, and CRO were separate teams with separate goals. The new way is a holistic, unified strategy where they all work together. We now have shared goals, each discipline is refined to support each other, this creates a feedback loop where they inform and strengthen each other.

--- Notes Slide 30 ---
what makes it your favourite?

--- Notes Slide 31 ---
With Search Experience Optimisation, we are focused on user-centric SEO, conversion-focused UX and customer-centric CRO. Let’s take a look at each of the SXO components.

--- Notes Slide 32 ---
For SEO, we're moving from a purely traffic-focused approach to a user-engagement focused one.

--- Notes Slide 33 ---
This table shows the shift in SEO. The
goal
is no longer just to increase rankings to driving
relevant traffic
that drives conversions.
We now focus on a user's
intent
and the conversion potential of those keywords, instead of just keyword volume.
We measure success with
user behaviour,
conversion rates and the
ROI
for the business.

--- Notes Slide 34 ---
For UX, the change is a
refinement.
We're shifting from creating an 'easy-to-use' experience to designing a persuasive one that intentionally guides users toward a conversion. The key difference is the
intentional focus on conversion
and
aligning it with business goals.

--- Notes Slide 35 ---
Experience-focused UX aims for an
easy-to-use experience
, while conversion-focused design's primary goal is to
guide users to convert
.
Experience-focused UX/UI design often focuses on
usability
, but a conversion-focused approach ensures every design element is
intuitive, engaging, and purposeful
.
We also see a shift in
data usage
. To qualitative and quantitative data and moves beyond simply addressing user needs to
integrating user needs with business goals

--- Notes Slide 36 ---
And for CRO, the change is a shift from making small, isolated iterative changes to being a data-driven discipline focused on high-impact customer outcomes.It's about
optimising the experience for the user first
, knowing that a great experience leads to greater revenue and a stronger brand.

--- Notes Slide 37 ---
We move from tactical changes to focusing on a
customer-centric mindset
and
high-impact business outcomes
. While traditionally
CRO
had a tactical focus, its goal was often limited to boosting rates on
isolated actions
like clicks or sign-ups, and its
scope was narrow
, focusing only on
bottom-of-funnel elements. Customer-centric CRO
is a
holistic, strategic approach
. Our primary goal is to
grow the customer's lifetime value
, focusing on the
entire, end-to-end customer journey
, and we measure our success using
business KPIs, instead of micro-conversions.

--- Notes Slide 38 ---
Now, let's look at what happens when these three pillars are not connected

--- Notes Slide 39 ---
While NY Craiglist has a lot of monthly traffic

--- Notes Slide 40 ---
there's a missed opportunity to maximise conversions. how well is Craigslist going to convert in 2025?
This website, like many others, suffers from a siloed approach. Design seems disconnected from SEO considerations, resulting in a poor user experience. Branding is inconsistent or absent, the website experience is unguided, with content overload and there's an overall lack of optimization for conversions.

--- Notes Slide 41 ---
Some people might think it’s just about having good food
that makes a restaurant great. Just like a great website isn’t only about having great SEO.

--- Notes Slide 42 ---
How trustworthy are these listings?
Would you contact and meet these sellers?

--- Notes Slide 43 ---
This brings us to the core of our talk: the SXO framework.

--- Notes Slide 44 ---
Trying to do SXO can be quite overwhelming, so I’ve created a 5 step SXO framework that you can follow to help you get started and continue to flourish. It’s a five-step process that ensures all of your efforts are aligned. We start with
Research
and then move to
Analyse
,
Strategise
,
Implement
, and finally,
Monitor & Iterate
.

--- Notes Slide 45 ---
The five stages of our framework are not arbitrary. They are based on a powerful, well-established, UX framework called the Double Diamond design model, which we’ve tailored to our SXO process.
As you can see, the first diamond is all about
defining the right problem
. The second diamond is all about
designing the right solution
. And finally, our
Monitor & Iterate
phase is the continuous loop that surrounds the entire process, ensuring we are always learning and improving.

--- Notes Slide 46 ---
Now that we understand the SXO framework, We will be going through the five steps. let’s walk through each stage, starting with the first one:
Research
.

--- Notes Slide 47 ---
We begin with
Research.
In our cafe analogy, you wouldn't open a shop without doing your homework. You'd scout the neighbourhood, understand who lives and works there, and see what the competition is offering. This phase is about gathering those crucial insights to build our foundation on facts, not assumptions.

--- Notes Slide 48 ---
In this stage, we conduct in-depth user & business research to discover new insights and validate assumptions
about user needs, behaviors, and preferences
, while a
ligning with the company's core business objectives
.
This includes user interviews, usability testing, surveys, leveraging subject matter experts and including insights from keyword research. We also conduct competitor and market and trend analysis to align our strategy with a business’ goals.

--- Notes Slide 49 ---
Here are more reasons why it’s important to have user feedback
To
Gain actionable insights into user interactions.
Focus on high-impact areas for conversions.
Create a more user-friendly and effective website.

--- Notes Slide 50 ---
A crucial part of our research, especially for content, is something we call
Information Gain Optimisation
. It’s about strategically
introducing
new, relevant concepts or entities that expand Google's Knowledge Graph
. Think of it as
finding gaps in the existing information landscape
that
your content
can
uniquely fill

--- Notes Slide 51 ---
This slide shows why Information Gain is so important.
While AI is great at talking about entities it already knows about, it struggles with the new and unexpected entities.
In a world of AI-generated content, you need to focus on what AI can’t, content that AI can’t replicate, providing unique data or expertise that no one else has

--- Notes Slide 52 ---
There are many elements that go into a favourite cafe, it’s the location, branding, placement of the menu,the coffee, the price, the service.
All of these elements have to come together to create a seamless experience that makes you want to come back.

--- Notes Slide 53 ---
This slide visualises how Google tests
new information.
If your new content provides a
great user experience
and
gets high engagement,
Google bumps up your ranking, and that
can lead to sustained higher rankings
. It proves that focusing on UX and great content is a direct path to SEO success.

--- Notes Slide 54 ---
So how do we gather these insights? Here are the three main areas that you can gather insights from. Primary research would be directly with your customers or target audience
Secondary research doesn’t require direct contact with your users, it’s research from everything available on the internet, and even interviewing experts in the field
Finally, internal insights, things you may already have that you didn’t know, customer service and sales might know current problems your customers are facing, and you might have experts already in your team who you can interview and gather insights from.
This holistic approach gives us a complete view of our audience and our market.

--- Notes Slide 55 ---
A key part of our business research is to align our strategy with the company's goals. We use a framework like the Business Model Canvas to
identify any gaps and gain clarity of the business. You can use this information to develop your research plan, this will give you a rounded understanding of the business and industry if you haven’t done it already.

--- Notes Slide 56 ---
Gathering data is one thing, sometimes it may feel overwhelming, here are 6 common information gaps we look for in our research.
It could be from a specific problem

--- Notes Slide 57 ---
Your users may be asking “I can’t find any information about your monthly specials”.
It could be a different format like a video no one has done on your particular topic.

--- Notes Slide 58 ---
So your customer might be thinking “Is there a video I can just watch?”
Differing opinions is also another common gap.

--- Notes Slide 59 ---
The user could be asking “is the beef burger or the steak THE best dish here”? Maybe there are plenty who say both dishes are the bomb but they can’t agree on which one is better according to customers
Another gap is local area needs.

--- Notes Slide 60 ---
For example, an user may only want to find restaurants in their suburb
Another one is new trends and seasons.

--- Notes Slide 61 ---
Ideas do not always stay the same, so a common gap might be for example in your niche, someone might be thinking I don’t understand this new TikTok trend on Dubai chocolate, can someone explain this to me!
And finally, misunderstood keywords.

--- Notes Slide 62 ---
It could be a keyword that makes sense to humans, but the search engine is still getting it wrong. So they may think this isn’t what I’m looking for.

--- Notes Slide 63 ---
A successful digital presence needs three key ingredients: it has to be
Discoverable
, so users can find you. It needs to be
Enjoyable
, so they stay on your site. And it has to be
Enticing
, so they convert into a loyal customer.

--- Notes Slide 64 ---
The Research phase provides a lot of raw data, but it can be messy and conflicting. This brings us to the crucial next step:

--- Notes Slide 65 ---
The
Analyse
phase. Think of it as
'Reading the Room' in our cafe where we put all the pieces together
. We're not reacting to every single comment; we're stepping back to find the real patterns—ignoring the one-off complaint to focus on the twenty people asking for the almond milk. The goal is to
digest this complex research
into
clear, accessible insights
the
whole team
can use.

--- Notes Slide 66 ---
Creating personas is an essential part of our analysis. Personas allow us to make our audience feel more real.
They help us understand their goals and behaviours, helping u create more relevant and engaging content that drives higher conversions and stronger brand loyalty.
It’s worth noting that effective SXO personas do require time and cross-team collaboration to get all the insights in one place.

--- Notes Slide 67 ---
This is an example of one of the personas we'd create, you can see it’s very specific not just a range of demographics and represented the average from the research

--- Notes Slide 68 ---
A key tool is our
Blended SXO Audit
. It’s important to understand the target audience and business needs before doing this audit. This ensures our findings are not just a list of disconnected issues but a cohesive plan for improving the entire user journey that aligns with the business goals.

--- Notes Slide 69 ---
As you build your analysis, how do you actually build your insight repository? these are just some tools that you can use to help you build it. Depending on your team, you could be using collaboration tools if you don’t like those things you can also use database tools. There are also other user research focused tools, and whiteboarding tools which are more visual but less organised.

--- Notes Slide 70 ---
During this phase,
there are two types of repositories you should maintain:
the first is a 'Reports & Raw Data Library' which is
literally the raw data -and original documents.
The second type is a User Insight Hub' that focuses on synthesised findings, making insights easily searchable and actionable into digestible chunks
.
this is what you want to refer to for your content, however if you need more context, it’s helpful to have the raw library so you can go back to the original source.

--- Notes Slide 71 ---
This is an example of what Dovetail looks like, for example it has all of the articles and databases in cards and able to pull out key insights using AI of what happened and you can also tag it easily per topic.

--- Notes Slide 72 ---
Once our
insights
are clear and accessible, it's time to
build our roadmap.

--- Notes Slide 73 ---
This is the
Strategise
phase. Back in our cafe, now that we've 'Read the Room' and know what customers want,
we can write the menu.
This menu is our
master plan
- it
defines
our
core offerings
and
unique selling points
. This is where we
turn insights
into a
focused, actionable strategy
that outlines exactly how we're going to win.

--- Notes Slide 74 ---
To break it down, other than having great food, my local cafe Maggios is my favourite because it’s easy for me to get to with free parking, going there is enjoyable with friendly staff and I can bring my dog there it’s a highlight of her week and I always want to come back for their delicious seasonal specials and fresh baked goods.

--- Notes Slide 75 ---
Everything in our strategy starts with one core question: 'What makes us the BEST choice?' This is our Unique Value Proposition, and it will inform every decision we make from here.

--- Notes Slide 76 ---
Once we know our unique value, we need to express it visually and verbally. This is our Brand Identity. It’s the consistent 'look and feel' that brings our unique value to life for our customers.
And that experience must be
consistent everywhere.
Crucially, this identity has to
appeal to our target audience
.
Your brand is a direct signal to the customers you want to attract
, ensuring your unique value is communicated in a way that truly connects with them.

--- Notes Slide 77 ---
Another key deliverable of this phase is mapping out the user journey. By mapping the journey from start to finish, we can identify opportunities for providing content and improving the website experience.

--- Notes Slide 78 ---
This is an example of a user journey map. As you can see, it's a visual representation of a user’s journey, from the 'Awareness' phase all the way to 'After-Sale & Loyalty.' It allows us to pinpoint key pain points and opportunities at every stage.

--- Notes Slide 79 ---
Moving onto Information Architecture.
A true SXO strategy enhances this by using UX research, like
Card Sorting
, to validate that our structure actually matches how users think. This creates an IA that's both authoritative to Google
and
deeply intuitive for people.
We then reinforce this with
Strategic Internal Linking
and a
Simple Structure
to maximize crawl budget while reducing user friction.
Finally, we practice
Continuous Validation
through a dual lens: monitoring our core
SEO metrics
while observing real people with qualitative
User Testing
to get the complete performance picture.

--- Notes Slide 80 ---
The user journey map shows us
where
and
when
our customers need help. Our strategy must now define
what
unique value we'll provide in those critical moments. To win, our content can't just be relevant; it should deliver
Information Gain
. it needs to be
Relevant
to user search intent and provide
Unique
value. We 'operationalise' this by building it into our core workflows: making it a mandatory field in our
content briefs
and using it to find
content gaps
our competitors simply can't fill.

--- Notes Slide 81 ---
So the next time you’re working on content, ask yourself what new original information are you bringing to the discussion?

--- Notes Slide 82 ---
And what proprietary data do you have that no one else does, so you can take advantage of it and provide users with unique insights?

--- Notes Slide 83 ---
This is where Information Gain from our
research phase
becomes an
actionable part of our strategy
. We bake it into our content briefs, so our writers know exactly what new information they need to bring to the discussion.

--- Notes Slide 84 ---
Our strategy isn't just about creating a brand-new menu from scratch. It’s also about maximising the assets we already have. This is where we focus on
upgrading our classics.
We apply the exact same logic to our highest-performing content. We systematically go back and
inject it with fresh value
-  insights from our latest research, updating statistics to be current for 2025, or embedding a new video testimonial. This is a powerful strategy that turns good, aging content into great, authoritative assets that continue to perform.

--- Notes Slide 85 ---
On the flip side, imagine a restaurant that's easy to find. It has a great location, and you found it because of its amazing reviews and beautiful photos online. But when you arrive, the staff are rude, the place isn't clean, and the food looks nothing like the pictures.
You would feel disappointed, maybe even cheated. You would never go back, and you might even leave a bad review yourself.
Similarly, for websites, great SEO that gets a user to click is not enough...

--- Notes Slide 86 ---
You may have noticed by now that unique content takes high effort, and you won’t be able to do that for every single article on your website. So a practical strategy is to use this
content strategy matrix
to
balance
your content creation efforts. In the graph you can see the section that you
must
prioritise is your
high value and low effort quadrant
.
We're not just creating content for content's sake; we're creating a mix of content that is both high-value and high-effort, as well as some quick, high-impact content.

--- Notes Slide 87 ---
This is where information gain is approximately
10-40%
. We aim for 10-40% Information Gain in our content, which helps to ensure that we're adding truly unique and valuable information to the web. Of course this doesn’t mean you don’t do
high effort, high value
unique content, you still
should
do it although you
must
have at at least 10-40% information gain to make your article valuable enough and build your overall brand as trustworthy and authoritative.

--- Notes Slide 88 ---
Our strategy is planned. But before we build, we must align. In our cafe, this is the
'final menu tasting.'
Does everyone agree on the dish?
Are there any last ideas to make it even better?
This is that critical moment. It’s our chance to connect with all stakeholders, get full agreement, and ensure our shared vision is ready for implementation.

--- Notes Slide 89 ---
A great plan is only as good as its execution.

--- Notes Slide 90 ---
This brings us to the
Implement
phase.
The menu is written
and
the recipes are perfected
;
now it’s time to open the doors
. This means firing up the espresso machine, baking the bread, and actually serving the customers. This is the
'doing' phase
where our strategy comes to life as we build the pages, create the content, and launch the experiences we've planned.

--- Notes Slide 91 ---
During implementation, don’t forget to consider
accessible design
when designing for Western markets
.
This is a fundamental part of a good user experience and is a crucial ranking factor for search engines. We ensure that our website is p
erceivable, operable, understandable, and robust
. Building an accessible site is a critical part of your legal compliance and brand strategy to show respect for all users.

--- Notes Slide 92 ---
You can audit your accessibility with Pagespeed Insights, an auditing tool built by Google

--- Notes Slide 93 ---
Also, make sure every page on your website should be
purpose-driven.
This means defining a clear page objective, aligning it with user intent, and reinforcing that purpose through visual hierarchy and strong CTAs.
Ensure every page is purpose-driven with these practices:
"1.
Establish a Clear Page Objective:
Define SMART goals to guide design and outcomes."
"2.
Align with User Intent:
Craft pages that directly meet user needs and desired actions."
"3.
Reinforce Purpose Through Visual Hierarchy:
Use visual cues to emphasize key information and CTAs."
"4.
Strategic Calls to Action (CTAs):
Implement prominent and compelling CTAs that support the page's purpose."
"5.
Data-Driven Performance Evaluation:
Analyze metrics to refine design and improve performance."

--- Notes Slide 94 ---
AIDA, above the fold

--- Notes Slide 95 ---
It’s also crucial to utilise your homepage, the most important real estate of your site, for conversions.
This slide shows effective vs. ineffective CTA placement."
"On the left, Zara's homepage lacks clear CTAs, hindering user action."
"On the right, H&M's homepage features prominent, above-the-fold CTAs, encouraging engagement, category exploration, and displaying key product info and price
"Optimize for conversions: use clear, visible, and strategically placed CTAs."
"Make it easy for users to take the next step.

--- Notes Slide 96 ---
In the digital world, this is the heart of SXO aka Search Experience Optimisation.

--- Notes Slide 97 ---
Also, when implementing your strategy, remember to
maximise the first impression of your brand above the fold.
Llet's compare two wine auction websites. Langtons and Grays
"On the left, notice the excellent above-the-fold design: clear brand presence, prominent product cards, effective filters, and easily visible 'Bid Now' CTAs. This prioritizes user experience."
"On the right, before scrolling, users see no featured product info or CTAs, a missed opportunity."
"The first site excels with detailed product cards, clear labels, and accessible 'Bid Now' buttons, all visible without scrolling, immediately conveying the brand and its value proposition."
"In contrast, the second site requires scrolling to see product details or CTAs."
"This comparison highlights the importance of optimizing above-the-fold: clear information, navigation, and prominent CTAs drive engagement and conversions."

--- Notes Slide 98 ---
So, the next part of our
Implement
phase focuses on on-site trust-building. Let's explore how we build that credibility.
First, we establish our authority with Credentials and Expertise.
This is where we showcase tangible proof of our skills—things like certifications, qualifications, and our years of experience. It directly answers the user's question, "Are you qualified?"
Next, we build confidence through Social Proof.
This is powerful because it lets other happy customers vouch for us. We leverage this by featuring strong testimonials, positive reviews, and in-depth case studies. This answers the question, "Do other people trust you?"
And finally, we reduce user anxiety with Trust Signals.
These are the elements that make a user feel safe, especially when they are about to convert. This includes things like security badges on a payment page, clear privacy policies, and satisfaction guarantees. This answers the question, "Is it safe to do business with you?"
When we strategically weave these elements throughout our website, we aren't just decorating a page. We are actively communicating credibility, building genuine user trust, and encouraging the conversions that drive our business forward.

--- Notes Slide 99 ---
You can see some examples of this on this slide here.
Strategically using these elements communicates credibility, builds trust, and encourages conversions. Now, building on the foundation of trust and credibility, we must also consider the user's experience. A crucial aspect of this is mobile-friendliness.

--- Notes Slide 100 ---
A key part of our implementation is to u
se unique, high-quality,and personalised
photos and videos. This is a great way to
build trust and credibility
with your audience and can help to increase engagement and conversions.
Finally, Use unique, high-quality, and personalized visuals to boost brand identity and engagement.
"Prioritize authenticity: use genuine visuals that reflect your brand values."
"Maintain professionalism: use high-resolution images and well-produced videos."
"Ensure relevance: visuals should support your brand message and page content."
"Personalize where possible: create tailored experiences for users."
"High-quality, unique visuals create a compelling online presence."

--- Notes Slide 101 ---
Finally,
launching
isn't the end of the journey; it's the
beginning
of the
feedback loop
.

--- Notes Slide 102 ---
This is the
Monitor & Iterate
phase. A great cafe owner is
always on the floor
, checking which dishes are popular and 'chatting with the regulars' to see what can be improved. This is where we track performance, listen to our users, and make smart, data-driven adjustments, ensuring our strategy constantly evolves and improves over time.

--- Notes Slide 103 ---
This stage not a one-and-done process. We’re constantly monitoring our results and refining our strategy based on what we’ve learned, creating a continuous loop of improvement.
The first step is to
Assess Performance & Goals
. This leads us to
Refine & Revisit
. Finally, we must
Adapt to Change
. Sometimes, these changes require us to make strategic pivots to ensure our strategy remains effective.

--- Notes Slide 104 ---
the data we use isn't just from one source. We bring together all our insights to have a single, unified source of truth to inform our decisions.

--- Notes Slide 105 ---
This slide shows some of the key SXO metrics you can use to monitor your performance and success. We look at traffic and acquisition metrics as well as looking at engagement & behaviour metrics, conversion drivers, user feedback. This gives us a complete picture of our performance and helps us make data-driven decisions

--- Notes Slide 106 ---
With all this data, we then have to prioritise our insights. We can't fix everything at once. We prioritise changes using the Minimum Viable Product Framework based on a number of factors, including the effort required and the potential impact on our business goals to determine your Must Haves, Should Haves, Could Haves and Won’t Have. This ensures we are always focusing on the changes that will deliver the most value. This framework helps us manage scope, balance priorities, and clarify what is most important for a project's success, often used in Agile development to achieve consensus among stakeholders.

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