Workflow: Search Experience Optimisation

SXO is the measured bridge between search intent → landing-page experience → task completion. It is not a generic SEO-plus-UX checklist. Separate what was measured from what was inferred, and never claim that engagement metrics are direct Google ranking factors.

Inputs

• Required: target URL and confirmed target keyword
• Required: intended visitor task / conversion (learn, compare, buy, sign up, book, call, calculate, etc.)
• Optional: audience/JTBD, primary conversion event, traffic source, competitors, first-party research (reviews, sales objections, surveys, support themes), GA4/GSC access
• If the keyword is absent, first run sxo_analyser.py without it and show its candidate only. Ask for confirmation before any paid SERP pull.

Evidence hierarchy