Search Experience Optimization (SXO)

Intent Matching

Query Type	Expected Page	Key Signals
Informational	Guide, tutorial	Quick answer, TOC, depth
Navigational	Homepage, brand page	Logo, navigation, search
Commercial	Comparison, reviews	Tables, pros/cons, ratings
Transactional	Product, pricing	CTA, price, trust signals

User Persona Method

1. Define 2-3 personas (role, goals, pain points)
2. Map each persona to query types they search
3. Build pages addressing their specific intent
4. Validate with user testing (heatmaps, session recordings)

User Stories Format

As a <persona>, I search "<query>" because I need <goal>.
I expect to find <expected content> within <time>.
I'll engage by <action: scroll, click, share, convert>.

SXO Metrics

• Dwell time: > 1 minute for informational, > 3 for in-depth guides
• Scroll depth: > 50% reach mid-page, > 25% reach bottom
• Pogo-sticking: < 10% (users returning to SERP)
• Click-through (next step): > 30% click expected CTA

Anti-Patterns

• ❌ Above-fold pop-ups (delay 30s+ or scroll-trigger)
• ❌ Wall of text (paragraphs > 4 lines)
• ❌ Generic headlines (specific > clever)
• ❌ Buried answer (quick answer should be in first 100 words)