/seo-sxo

name: seo-sxo
description: Use when optimizing search experience (SXO) — intent matching, personas, dwell time, pogo-sticking.
user-invocable: false
related-skills: seo, seo-content, seo-featured-snippets

<objective> Covers Search Experience Optimization: the 5-layer intent-matching table (informational through post-conversion) with expected page type, key signals, and CTA per layer, the local-vs-global intent behavioral-signal comparison, the user-persona and user-story method, and SXO metrics (dwell time, scroll depth, pogo-sticking rate, CTA click-through, the CWV-to-conversion link). Includes conversion-lever tactics for local transactional pages (above-fold CTA, click-to-call, urgency, trust proof) and SXO anti-patterns (pop-ups, walls of text, buried answers, intent-mismatched selling). </objective>

Search Experience Optimization (SXO)

Intent Matching (5 layers, 2026)

| Layer | Intent | Expected Page | Key Signals | CTA | |-------|--------|---------------|-------------|-----| | L1 | Informational | Guide, tutorial | Quick answer, TOC, depth | Newsletter / next article | | L2 | Navigational | Homepage, brand page | Logo, navigation, search | Direct link to feature | | L3 | Commercial | Comparison, reviews | Tables, pros/cons, ratings | Trial / demo / comparator | | L4 | Transactional | Product, pricing | CTA, price, trust signals | Low-friction purchase | | L5 | Post-conversion | Docs, FAQ, troubleshoot | Steps, search, error fixes | Support / upsell / community |

• **>80% of queries carry mixed / multi-layer intent** — map the dominant layer, then serve secondary layers below the fold.
• **Conflict rule**: when query modifiers disagree with the live SERP layout, **trust the SERP layout** (it reflects Google's resolved intent).

Local vs Global Intent (2026)

| Dimension | Local | Global / National | |-----------|-------|-------------------| | Dominant intent | Immediate transactional + proximity navigational | Informational + commercial → deferred transactional | | SERP trigger | Map Pack (3-Pack) + local AI Overviews | Organic results + AI Overviews | | Behavioural signal | "[service] near me", "[service] [city]", direct call/tap | "[service] reviews", "best [service]", "how to choose [service]" | | Conversion speed | Fast (ready to act now) | Slow (nurture across buyer journey) | | AI Overview CTR erosion | Low — Map Pack resists (physical intent can't be answered by AI) | High — informational keywords absorbed (-40% to -58% in 2026) |

• Diagnose intent geography first: a query with implicit local intent must serve a location page + Map Pack assets, not a blog post.
• Protect against erosion: shift global informational pages toward entity signals + structured data so they earn AI citations instead of losing the click.

User Persona Method

1. Define 2-3 personas (role, goals, pain points) 2. Map each persona to query types they search 3. Build pages addressing their specific intent 4. Validate with user testing (heatmaps, session recordings)

User Stories Format

As a <persona>, I search "<query>" because I need <goal>.
I expect to find <expected content> within <time>.
I'll engage by <action: scroll, click, share, convert>.

SXO Metrics

• **Dwell time**: > 1 minute for informational, > 3 for in-depth guides
• **Scroll depth**: > 50% reach mid-page, > 25% reach bottom
• **Pogo-sticking**: < 10% (users returning to SERP)
• **Click-through (next step)**: > 30% click expected CTA
• **CWV → conversion**: speed is UX — every 1s of extra delay = ~-7% conversions (keep LCP < 2.5s, INP < 200ms)

Conversion Levers (local transactional pages)

Transactional intent = a **minimum-friction action CTA above the fold**. Answer-first text serves the AI Overview *and* the click; the CTA + proof serve the conversion.

• **Explicit CTA above the fold, repeated** (top + after pricing): "Call now — [phone]" / "Get a free quote".
• **Native click-to-call** `tel:[phone]` — most urgent local traffic is mobile.
• **Urgency / live availability**: "Available now", real-time slots.
• **Friction reduction next to the CTA**: "No commitment · Reply in 2 min · Pay after service".
• **Trust proof glued to the CTA**: rating [x.x]/5 ([n] reviews), warranty/guarantee, license [number].

Anti-Patterns

• ❌ Above-fold pop-ups (delay 30s+ or scroll-trigger)
• ❌ Wall of text (paragraphs > 4 lines)
• ❌ Generic headlines (specific > clever)
• ❌ Buried answer (quick answer should be in first 100 words)
• ❌ Aggressive selling on an informational page (intent mismatch) — match the CTA to the intent layer