Eric Hoover, SEO Director at Jellyfish, discusses the evolving concept of search experience optimization (SXO), emphasizing the integration of traditional SEO with user experience (UX) and conversion rate optimization (CRO). He highlights the importance of maintaining user engagement on sites, especially with the rise of AI-generated content and changes in SERP layouts. Hoover stresses the need for a comprehensive approach that includes competitive analysis, keyword research, and understanding user behavior. He also addresses the shift in metrics, advocating for impression share and pixel depth to measure real estate in search results. Finally, he underscores the significance of relevance and targeting in SEO strategies to align with business goals.
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