Most everyone knows something about Search Engine Optimization but what is Search Experience Optimization?
First, let me state that in order to obtain high search engine rankings you will still need to provide search engines with the technical search engine optimization elements like Titles, Meta Tags, ALT tags, etc. But now, marketers must also include the user experience elements so search engines will judge a website as worthy of high rankings.
New search engine algorithms (search formulas) are now using behavior metrics, user interface, site speed, site structure, mobile optimization, SSL, meaningful and useful content, rather than just digging for keywords on a webpage to determine how to rank pages. It's time to apply search experience optimization and search engine optimization together to achieve high rankings.
Rankings and Link Building are still the primary focus of most marketers today. They are important factors but no longer the most important. What is most important is a holistic method to optimize a business website.
The best course of action is combining traditional SEO practices with new techniques to place users experience first.
Don’t know how your website and pages stand in regards to the latest search algorithms? I always suggest that a full and detailed audit be conducted on a website. An audit will definitely show the gaps in your current optimization strategy.
Businesses must understand that no longer do search engines look at your website in the cold eyes of a computer. Today, the latest machine-learning artificial intelligence systems look at a website more like a person would than a computer.
Is content still KING? I think so. Without content what is the worth of a web page anyway. But there is a catch. You might think you are getting good results from your current content, but are you writing for your business/ management, or are you writing for the reader of your content, a potential new customer?
You can create content using technical, sales, marketing or any other voice, but stop and think again who is consuming your content. The new Search Experience Optimization is simple, you write to engage the reader. You give them the answers to their questions; you give them what they are looking for not what search engines are looking for.
I compare old SEO and new SEO to an old car and a new car, To maintain an old car was rather simple. In fact most teenagers could tune up a real old car. However, today you need a specialist with of the knowledge and tools to maintain a new car properly, If you want to rank high on search engines you should seek out an SEO specialist that knows the ins and outs of Search Experience Optimization.
By: James Conant