Eric Hoover, SEO Director at Jellyfish, dives into the evolving world of search experience optimization (SXO). He discusses how blending traditional SEO with user experience and conversion rate optimization can elevate user engagement, especially in an era of AI-generated content. Hoover highlights the shifting focus towards impression share and pixel depth to gauge search effectiveness, along with the necessity of relevant targeting to meet business goals. His insights underscore the interplay between SEO and user experience as crucial for driving e-commerce success.