Voices of Search Podcast: The Power Of Search Experience Optimization

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host/Author: I Hear Everything
• Episode: The Power Of Search Experience Optimization
• Release Date: March 5, 2025

Introduction

In the episode titled "The Power Of Search Experience Optimization," host Jordan Cooney engages in a profound discussion with Eric Hoover, the SEO Director at Jellyfish. The conversation delves into the evolving landscape of Search Experience Optimization (SXO), emphasizing the integration of traditional SEO strategies with user experience (UX) to enhance overall digital performance.

Defining Search Experience Optimization

Jordan initiates the conversation by seeking Eric's perspective on Search Experience Optimization, noting the varied interpretations within the industry.

Eric Hoover responds:

"When I talk about it, I mean more about the overall experience for the user from the search result page all the way down as they go into a website or some sort of funnel where they're following a conversion transaction... it's about merging traditional SEO and user experience."
[03:29]

He elaborates that SXO transcends optimizing individual elements within the SERP. Instead, it focuses on ensuring a seamless and engaging user journey from the moment a search is performed to the eventual conversion on the website. This holistic approach necessitates collaboration between SEO teams and UX/CRO (Conversion Rate Optimization) teams to maintain user engagement and drive meaningful actions.

Shifts in the Search Landscape

Jordan probes into the recent changes in search dynamics, particularly the impact of AI overviews and the evolving importance of traditional SEO metrics.

Jordan Cooney poses a critical question:

"Is UX still important based on some of the experiences you've seen?"
[06:49]

Eric Hoover acknowledges the shifting priorities:

"With the introduction of AI overviews and other evolving SERP elements, the traditional significance of ranking positions and click-through rates (CTRs) has diminished. This makes the on-site experience even more crucial to retain and convert visitors."
[06:49]

He observes a decline in CTRs across various industries, attributing it to the rise of AI-generated content and other interactive SERP features. As a result, the on-site experience becomes pivotal in maintaining user engagement and achieving conversions, thereby reinforcing the importance of integrating SEO with UX strategies.

The Role of User Experience in SEO

Continuing the discussion, Jordan emphasizes the necessity of a robust UX to complement SEO efforts in the current search environment.

Jordan Cooney states:

"SEO becomes more of an awareness play, SEO becomes more of a brand play... your ability to draw that user once they do land on your page becomes even more important."
[09:12]

Eric Hoover concurs, highlighting the importance of a cohesive strategy that marries SEO with UX:

"It's about understanding how much of the SERP we control and ensuring that once users land on the site, the experience is optimized to guide them towards conversion."
[09:12]

He advocates for a full-funnel approach, where SEO not only attracts visitors but also ensures their journey on the website is tailored to meet business objectives, thereby enhancing the overall effectiveness of digital marketing efforts.

Measuring SEO in the New Era

Jordan raises concerns about traditional SEO metrics' relevance in the face of evolving search landscapes and asks Eric about modern measurement strategies.

Jordan Cooney questions:

"How should we be thinking about the measurement and the construct of our efforts if these kind of dated models don't necessarily answer the questions of these investments?"
[15:17]

Eric Hoover introduces advanced metrics:

"We now incorporate metrics like impression share, share of total searches, and pixel depth to understand the visual prominence of our presence on the SERP."
[15:29]

He explains that alongside traditional metrics, newer indicators such as pixel depth reporting help quantify how much screen real estate a website occupies within the SERP. This provides a more comprehensive understanding of a brand's visibility and authority, especially when traditional rankings are influenced by AI and other SERP features.

"It's about providing the context of what a ranking actually means, what it means visually, how much search volume for a keyword there actually is to own."
[17:53]

Eric emphasizes the necessity of contextualizing data to accurately assess SEO performance in the current digital environment.

Relevance Targeting Strategies

Shifting focus to strategic approaches, Jordan introduces the concept of relevance targeting and seeks Eric's insights on implementing it effectively.

Jordan Cooney elaborates:

"Relevance targeting involves being hyper-relevant, targeted, and deliberate about who we want to reach. How can we help our listeners become better about this concept?"
[19:59]

Eric Hoover discusses the strategic shift towards:

"Focusing more on mid to lower funnel search and conversion-driven transactional keywords, ensuring that brand messaging and content align with what drives conversions."
[19:59]

He cites the example of HubSpot, which revamped its content strategy by eliminating less relevant blog posts to concentrate on high-converting, business-focused content. This move, though reducing organic traffic for certain queries, ultimately led to increased conversions and revenue by aligning content more closely with core business objectives.

"It's about focusing on what your core business is and ensuring your content strategy supports that with high relevance and targeted messaging."
[22:44]

Eric underscores the importance of relevance targeting in maintaining a strong, conversion-oriented online presence amidst the changing search ecosystem.

Conclusion

The episode concludes with a strong emphasis on the integration of SEO and UX to navigate the complexities of the modern search landscape. Jordan Cooney and Eric Hoover highlight the necessity of evolving metrics, strategic relevance targeting, and a user-centric approach to sustain and enhance digital marketing efficacy.

"Always in the data."
[25:21] - Eric Hoover

This mantra encapsulates the episode's core message: leveraging data-driven insights to adapt and thrive in the ever-evolving realm of Search Experience Optimization.

Key Takeaways:

• Search Experience Optimization (SXO) combines traditional SEO with user experience to enhance the overall user journey and drive conversions.
• The evolving SERP landscape, influenced by AI and interactive features, necessitates a shift from solely focusing on rankings to ensuring an optimized on-site experience.
• Advanced metrics like impression share and pixel depth provide deeper insights into a brand’s visibility and authority within the SERP.
• Relevance targeting prioritizes high-converting, transaction-focused keywords and content, aligning closely with core business objectives to drive meaningful results.

This comprehensive discussion offers valuable insights for SEO professionals and marketers aiming to adapt to the dynamic search environment by embracing a holistic, user-centric optimization strategy.