For a long time, companies have treated the natural referencing and the’conversion rate optimisation as two completely separate disciplines. On the one hand, one team was working to improve the site’s ranking in search results. On the other, a team was trying to convert visitors into customers once they had landed on the page. This historical separation no longer really makes sense today, as Google itself has changed the rules of the game by placing the’user experience at the heart of its algorithm.
It was against this backdrop that the SXO, short for Search Experience Optimisation, which combines the SEO traditional approach with the principles of user-centred design. And it is also for this reason that the CRO, or conversion rate optimisation, can no longer be limited to testing the colour of a button. The two disciplines are now converging towards a common goal: to offer a user journey seamless, from the initial research right through to the final action.
SXO: where SEO meets user experience
Le SXO It stems from a realisation that many website owners are still coming to terms with today. Content that is perfectly optimised for keywords is no longer enough to guarantee a good ranking in search results. Google now assesses what happens after the click, using a set of technical criteria grouped under the name of Core Web Vitals. Page load speed, visual stability and responsiveness to user interactions are among the signals that search engines use to assess the quality of a page. Google explains this very clearly in its official documentation on the page experience in search results that its ranking systems reward content that offers a high-quality overall experience, rather than content that merely optimises one or two isolated aspects.
This development has very real consequences for businesses. A website that is slow, poorly optimised for mobile devices or difficult to navigate will be penalised, even if its textual content is excellent. We have, in fact, discussed this technical aspect in detail in an article devoted to Core Web Vitals and their impact on SEO, where we explain how these indicators directly influence a website’s ranking. The SXO It does not, therefore, replace traditional SEO; rather, it enhances it by incorporating a human dimension that older practices sometimes tended to overlook.
CRO: a process that begins well before the landing page
Le CRO, or conversion rate optimisation, has long been associated with one-off practices such as A/B testing of a headline or a call to action. Whilst this approach remains useful, it is now too narrow to meet users’ expectations. Conversion no longer depends solely on the landing page; it is built up throughout the user journey, from the very first few seconds spent on the website.
The figures published by the Baymard Institute clearly illustrate the scale of the problem. According to their research into the usability of the shopping cart, the average shopping basket abandonment rate in e-commerce exceeds 70 per cent globally, a figure that has remained surprisingly stable for over a decade despite technological advances. A large proportion of these abandonments are not linked to price or the product itself, but to avoidable friction in the user experience, such as a payment process that takes too long or a mandatory account creation. The same researchers estimate that a large e-commerce site can expect to see an increase of more than 35 per cent in its conversion rate simply by redesigning the user experience of its checkout process. This data highlights just how much the’user experience has a direct impact on business results, far more so than many traditional marketing adjustments.
User experience: the common ground between SXO and CRO
If one were to summarise the logic linking these two disciplines, one might say that the natural referencing takes the visitor, whether the’user experience holds him back, and that the CRO turns them into a customer. These three stages no longer operate in isolation; they work together as part of a single, continuous journey. A visitor arriving at a page that is fast-loading and well-structured, thanks to the work of SXO stays on the site for longer. A visitor who stays for longer is naturally more likely to convert, which automatically improves the results of the CRO. And a website where visitors stay longer and interact more sends positive signals to Google, which in turn boosts the natural referencing.
This virtuous cycle explains why more and more companies are choosing to rethink their customer experience from a holistic perspective, rather than treating traffic and conversion as two separate issues. Organisations that continue to compartmentalise these teams run the risk of their efforts cancelling each other out, for example when an SEO campaign drives traffic to a page whose user experience drives visitors away before they’ve even had time to understand what’s on offer.
Practical ways to bring SXO and CRO together in day-to-day operations
In practical terms, there are several measures that can be taken to simultaneously advance the SXO and the CRO of a website. Loading speed remains a key factor, as every extra second it takes for a page to load increases the bounce rate and reduces the chances of conversion. Mobile navigation deserves particular attention, as the majority of searches are now carried out on smartphones, and a poorly adapted interface quickly puts users off. The relevance of the content to the search intent also plays a decisive role, as a visitor who cannot quickly find what they are looking for will leave the page without hesitation.
As for the CRO, simplifying forms, reducing the number of steps in a purchase or registration process, and highlighting calls to action that are consistent with the user journey are among the most effective optimisations. These adjustments may seem technical, but they are based above all on a detailed understanding of user behaviour, which explains why the UX/UI design plays such a central role in this approach. A user-centred interface, with a clear visual hierarchy and intuitive interactions, forms the foundation upon which SEO and CRO optimisations are then built.
How iterates supports businesses in this process
At iterates, we support Belgian businesses in creating websites that meet all three of these requirements at the same time. Our team combines expertise in SEO optimisation and in UX/UI design to create consistent digital experiences, rather than dealing with these issues separately once the website is already live. Whether you need a professional showcase site a quick and well-optimised website, or a complete overhaul of your website design Given the existing situation, we always start with the user journey to build an architecture that supports both your visibility and your business objectives.
We believe that the future of digital no longer hinges on the dichotomy between traffic and conversion, but on aligning them around a user experience that is thought through from start to finish. Companies that make this choice today are gaining a head start over those that continue to treat SEO and CRO as two separate worlds.
If you’d like to review the user experience offered by your current website, our team is on hand to provide a first free exchange, or you can simply book an appointment with one of our experts.
