Episode 163 | March 24, 2025
How to optimize SEO with UX and CRO for better conversions
Discover how Search Experience Optimization (SXO) blends SEO, UX, and CRO to drive engagement and conversions. Tune in for expert insights from Georgia Tan.
How to optimize SEO with UX and CRO for better conversions
"SEO isn't just about ranking #1—it’s about creating an experience that engages users and drives real results." – Georgia Tan
The world of search is evolving, and businesses that cling to traditional SEO strategies may find themselves falling behind. As AI-driven search experiences grow and user expectations shift, a new approach is needed—one that prioritizes more than just rankings. Enter Search Experience Optimization (SXO), a concept pioneered by Georgia Tan, co-founder of Switch Key Digital.
SXO isn’t just about getting people to your website; it’s about keeping them engaged, providing value, and driving conversions. In a recent episode of Insights Unlocked, Georgia sat down with host Nathan Isaacs to discuss the future of search and how businesses can adapt their SEO strategy to stay ahead.
What is search experience optimization (SXO)?
Traditional SEO has long focused on keywords, backlinks, and rankings. While these elements are still important, they don’t tell the whole story. SXO takes things a step further by integrating:
- SEO (ensuring visibility in search results)
- UX (user experience) (making websites intuitive and engaging)
- CRO (conversion rate optimization) (turning visitors into customers)
"SXO is the intersection of SEO, UX, and CRO," explains Georgia. "It's not just about getting to the top of Google, but making sure that users have a positive experience once they arrive—and that they actually convert."
Why businesses need to rethink their SEO strategy
With AI-driven search, voice search, and multi-platform visibility changing how users find and interact with content, businesses must move beyond traditional ranking-focused tactics. Georgia highlights three key shifts shaping the future of search:
- User engagement is a ranking factor: Search engines now prioritize user experience signals, such as time on page and interaction.
- AI-generated search experiences are redefining discovery: Google’s AI Overviews and ChatGPT are changing how people consume information, making content quality and structure more important than ever.
- Multi-platform visibility matters more than ever: Users don’t just search on Google. They explore answers on social media, forums, and AI chatbots. Businesses need a holistic content strategy to stay visible.
"Success in 2025 and beyond isn’t just about rankings," Georgia explains. "It’s about creating a seamless, engaging experience across platforms."
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How SXO improves engagement and conversions
One of the biggest takeaways from Georgia’s approach is that traffic alone doesn’t equal success. Businesses must shift their focus to high-intent visitors who are genuinely interested in their products or services.
Here’s how SXO helps businesses drive better results:
- Prioritizing user intent: SXO ensures that content answers users' real questions, not just ranks for keywords.
- Optimizing content for engagement: Well-structured, easy-to-read content keeps users on the page longer.
- Enhancing website usability: Faster load times, intuitive navigation, and mobile-friendly design reduce bounce rates.
- Improving conversion pathways: Well-placed CTAs (calls-to-action) and CRO-driven copy help turn visitors into customers.
"In one case study, we helped a client in the home services industry increase their organic conversions from just one per week to 5-10 per day," Georgia shares.
How to transition to an SXO-focused SEO strategy
Shifting from a traditional SEO strategy to SXO requires a mindset change. Instead of chasing rankings, businesses must focus on user needs, engagement, and conversion optimization.
Here’s where to start:
1. Understand your audience deeply
- Who are your ideal users?
- What problems are they trying to solve?
- Where do they go for information?
“SEO success starts with understanding your audience’s needs,” Georgia says. "When you optimize for real user intent, you create content that resonates and drives action."
2. Conduct a UX and CRO audit alongside your SEO audit
When reviewing your website’s SEO performance, ask:
- Is the site easy to navigate?
- Is the content clear and engaging?
- Are there usability issues that could be blocking conversions?
Georgia recommends using heatmaps, session recordings, and A/B testing tools to gain insight into how users interact with your site.
3. Balance traditional SEO metrics with user engagement data
Instead of only tracking keyword rankings and traffic, Georgia suggests a balanced scorecard approach, measuring:
- SEO Metrics: Rankings, organic traffic, click-through rates
- User Engagement Metrics: Bounce rate, time on page, pages per visit
- Conversion Metrics: Form submissions, demo signups, purchases
- Qualitative Insights: User surveys, customer interviews, social listening
"Tracking user engagement and conversions alongside rankings gives a fuller picture of SEO success," she explains.
4. Optimize for search AND experience
A successful SEO strategy in 2025 isn’t just about keywords—it’s about creating valuable, user-friendly content that naturally ranks well.
Best practices include:
- Writing conversational, easy-to-read content
- Using clear headings and structured formatting for readability
- Ensuring fast page speed and mobile optimization
- Adding persuasive calls-to-action (CTAs) that align with user intent
"Think of your website as a house," Georgia says. "Traditional SEO lays the foundation, but SXO is what makes people want to stay, explore, and engage."
The future of search belongs to user-centric brands
The rise of AI-driven search, engagement-focused rankings, and multi-platform visibility means businesses must rethink how they approach SEO. Search Experience Optimization (SXO) offers a more sustainable, user-first strategy that goes beyond rankings to create meaningful engagement and conversions.
Ultimately, success in search isn’t just about driving traffic—it’s about delivering real value to the right audience.
As Georgia Tan puts it, "Do right by your users, and you’ll do right by your business."
Episode links:
- Switch Key Digital–Georgia Tan’s company focused on Search Experience Optimization (SXO)
- LinkedIn–Georgia Tan mentions connecting with her on LinkedIn for more insights
- (Blog) What you need to know about Google's UX ranking factor
- (Guide) Optimizing conversion rates for retail and consumer brands. This guide shares how some of the most successful retailers and consumer brands have tackled challenges with conversion rate optimization.
- (Webinar) Empower Digital Product Teams to Build Better Experiences. In this webinar, you'll learn the following: The process for continuous testing, iteration, and optimization; how to leverage user feedback to drive business outcomes; tips for getting internal buy-in and driving strategy with user insights.
- (Guide) A comprehensive guide to A/B testing for CRO and UX. Discover the power of A/B testing in optimizing UX and boosting conversions.
