Search Experience Optimization (SXO): The Future of SEO?

Episode web page: https://tinyurl.com/45pcxtn9

How can businesses move beyond traditional SEO rankings to create a truly engaging and high-converting user experience?

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Georgia Tan, co-founder of Switch Key Digital, to discuss the future of search and the rise of Search Experience Optimization (SXO).

Georgia shares how SXO integrates SEO, user experience (UX), and conversion rate optimization (CRO) to create a holistic search strategy that not only ranks well but also delivers meaningful engagement and conversions. As AI-driven search and multi-platform visibility become critical, Georgia explains why focusing on the user journey is the key to future-proofing your search strategy.

She also walks us through real-world case studies, practical steps for businesses looking to shift toward SXO, and how to measure success beyond traditional keyword rankings.

Tune in to learn:

• What Search Experience Optimization (SXO) is and how it differs from traditional SEO
• Why integrating UX and CRO is essential for long-term search success
• How AI-driven search and evolving user behaviors are shaping SEO in 2025
• Actionable strategies to improve organic traffic and engagement
• Key metrics and a balanced scorecard approach to measure SXO success
• Real-world examples of businesses that boosted conversions with SXO

💡 "It's not just about ranking #1; it's about creating a seamless experience that keeps users engaged and converts them into loyal customers." – Georgia Tan

Georgia Tan is the co-founder of Switch Key Digital and a seasoned expert in SEO, content strategy, and UX design. She developed the SXO framework to help businesses bridge the gap between search visibility and meaningful user engagement.