Search Experience Optimization: What SXO Is and Isn't

Neil Patel is wrong about search experience optimization, known by its abbreviation as SXO. Joe Kerlin and Rocket55 are right about SXO.

What does SXO stand for?

One thing we can all agree on: SXO means Search Experience Optimization. What no one agrees on, yet: what does search experience optimization even mean? What does it really mean? What does it actually mean?

Neil Patel and a bunch of other people define SXO as “blah blah blah user experience search engine optimization.” The problem with this is that good search engine optimization already includes user experience.

What is SXO?

Here’s our working definition:

A philosophy of search focused on reaching your audience by creating the content they’re seeking and ensuring they find it, regardless of what search platform they’re using.

What’s this mean?

Well, for one, it means we are falling into the camp that “TikTok is a search experience.” That’s our way to differentiate ourselves from the “TikTok is a search engine” maniacs without agreeing with the “TikTok is not a search engine” pedants.

Here’s a screenshot of things people ask about SXO. As you can tell, it’s pretty chaotic at the moment.

I could write a bunch more about this, but for now I’ll just say that this is exciting stuff and I’ll be updating this blog post as times progresses. Now go read that LinkedIn post.

What is the difference between SEO and SXO?

SEO is one component of SXO. Search Experience Optimization is a discipline that includes Artificial Intelligence Optimization (sometimes called Generative Experience Optimization), traditional Search Engine Optimization (via Google, Bing, and other old-school search engines) and Social Search Optimization (or Social as a Search Engine) which includes TikTok, Meta, LinkedIn, and YouTube.

Does SEO matter anymore?

Of course it does.

What does SXO mean in slang?

Welp, that’s something totally different. It can mean “sexual orientation” or, on TikTok, it seems to be a voldemorted shorthand for “sex”.

So what is SXO in marketing?

I’m glad you asked, people who also ask. It’s search experience optimization.

Also, check out Neural Networking, a new networking group I’m part of, and What Is SXO, a website that answers, well, what SXO is.