Search engine optimization has always been an exciting space full of changes and ever-evolving algorithms. Figuring out how to exploit those algorithms has been the main objective of countless SEOs.

These exploits have really given SEO a bad name in the process. Scaling the development of low-quality content, purchasing links, getting meaningless directory inclusions, and many other offenses that were focusing on optimizing for search engines, once made a difference.

That was then. Today, Google is much smarter and has refined its algorithm to better understand what makes a great website. In short, a great website — one that Google will rank higher — is one that can provide a great user experience. A website that is optimized for people, not just search engines.

What Changed?

Over the last few years, experienced SEOs have been calling for a rebranding for what we do. Many have settled on Search Experience Optimization (often abbreviated SXO).

The term search experience optimization better marries together a few disciplines, including search engine optimization, conversion rate optimization, and user experience. In addition to SEOs becoming more focused on optimizing for the user, search engines have made significant changes to how they evaluate content. Among the most crucial updates to Google's search algorithm was Panda, a series of updates that that includes real human evaluations (along with algorithmic assessments that mimic these human evaluations). These changes help Google gauge the quality of a website more efficiently.

While Google doesn't explicitly divulge much when it comes to their ranking factors, it's advised that SEOs and all web professionals adhere to Google's prescribed best practices to avoid any ranking penalties.

How to Optimize for Experience

Good SEO has always been about upholding a great user experience. Unfortunately, some unethical marketers have given the field a bad name, seeking to game Google’s algorithm while failing to consider the user.

Focusing on search experience optimization is really about legitimizing what good SEOs have been doing all along. This includes improving all aspects of the searcher’s experience, including:

• Building content that meets of expectations of the searcher.

• Ensuring that content loads quickly.

• Making content that speaks directly to its intended audience.

• Aligning on-page SEO elements with the topic so that Google and users alike know exactly what you’re setting out to communicate.

These are just some of the basic tenets of optimizing content to provide a search engine friendly website. But the evolving demands of good SEOs now incorporate aspects of user experience (UX) as well. These include:

• Making sure content is accessible across all browsers and all devices, ideally through a responsive design.

• Building a clear information architecture (IA) so that users can easily perform their task or goal with little friction.

• Taking a more active role in wireframing and prototyping processes to ensure the IA informs the content strategy throughout the website.

• Upholding the accessibility of your website, ensuring that all of your potential users, including people with disabilities, have a decent user experience.

User Experience and SEO

SEO still manages to play a significant role in search engine results and influences how websites get found online. But SEO has become much more than simply trying to stay ahead of Google and their algorithm tweaks.

These days, it's important to have a broader perspective. To better satisfy a user's needs, marketers might have to turn to focus groups, web analytics data, keyword research, field interviews, and usability tests. It's no longer enough to gather search data alone. Data on interactions, as well as finding insights direct from users, will be paramount.

Truth is, the search experience is just one part of the larger overall user experience, and SEOs need to adjust their thinking and processes to better address UX. Ultimately, introducing new designs, features, and structures will likely keep users more engaged. This in turn, will have lasting results on your rankings.