This podcast episode features an SEO expert discussing Search Experience Optimization (SXO), a new approach to SEO that prioritizes user experience across multiple platforms, not just Google. SXO emphasizes brand building and creating memorable user moments to improve discoverability. The speaker contrasts traditional SEO's focus on keywords and rankings with SXO's holistic approach, advocating for authenticity and content discoverability where the target audience is active, including social media and AI platforms. The discussion also differentiates SXO strategies for B2B versus B2C businesses.