seo-sxo
Use when optimizing search experience (SXO). Covers intent matching, user personas, user stories, page-type analysis, dwell time, scroll depth, pogo-sticking prevention.
What this skill does
# Search Experience Optimization (SXO) ## Intent Matching (5 layers, 2026) | Layer | Intent | Expected Page | Key Signals | CTA | |-------|--------|---------------|-------------|-----| | L1 | Informational | Guide, tutorial | Quick answer, TOC, depth | Newsletter / next article | | L2 | Navigational | Homepage, brand page | Logo, navigation, search | Direct link to feature | | L3 | Commercial | Comparison, reviews | Tables, pros/cons, ratings | Trial / demo / comparator | | L4 | Transactional | Product, pricing | CTA, price, trust signals | Low-friction purchase | | L5 | Post-conversion | Docs, FAQ, troubleshoot | Steps, search, error fixes | Support / upsell / community | - **>80% of queries carry mixed / multi-layer intent** — map the dominant layer, then serve secondary layers below the fold. - **Conflict rule**: when query modifiers disagree with the live SERP layout, **trust the SERP layout** (it reflects Google's resolved intent). ## Local vs Global Intent (2026) | Dimension | Local | Global / National | |-----------|-------|-------------------| | Dominant intent | Immediate transactional + proximity navigational | Informational + commercial → deferred transactional | | SERP trigger | Map Pack (3-Pack) + local AI Overviews | Organic results + AI Overviews | | Behavioural signal | "[service] near me", "[service] [city]", direct call/tap | "[service] reviews", "best [service]", "how to choose [service]" | | Conversion speed | Fast (ready to act now) | Slow (nurture across buyer journey) | | AI Overview CTR erosion | Low — Map Pack resists (physical intent can't be answered by AI) | High — informational keywords absorbed (-40% to -58% in 2026) | - Diagnose intent geography first: a query with implicit local intent must serve a location page + Map Pack assets, not a blog post. - Protect against erosion: shift global informational pages toward entity signals + structured data so they earn AI citations instead of losing the click. ## 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 - **CWV → conversion**: speed is UX — every 1s of extra delay = ~-7% conversions (keep LCP < 2.5s, INP < 200ms) ## Conversion Levers (local transactional pages) Transactional intent = a **minimum-friction action CTA above the fold**. Answer-first text serves the AI Overview *and* the click; the CTA + proof serve the conversion. - **Explicit CTA above the fold, repeated** (top + after pricing): "Call now — [phone]" / "Get a free quote". - **Native click-to-call** `tel:[phone]` — most urgent local traffic is mobile. - **Urgency / live availability**: "Available now", real-time slots. - **Friction reduction next to the CTA**: "No commitment · Reply in 2 min · Pay after service". - **Trust proof glued to the CTA**: rating [x.x]/5 ([n] reviews), warranty/guarantee, license [number]. ## 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) - ❌ Aggressive selling on an informational page (intent mismatch) — match the CTA to the intent layer
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