Search Experience Optimisation (SXO) is the next evolution of search engine optimisation. It’s not just about ranking well, i.e. being displayed in the first positions of a search page, but also about creating a great user experience. So SEO is no longer everything! But what does that mean? Imagine you sell spectacle frames. With SEO: you optimise your website for keywords such as ‘stylish frames’ to appear higher up in the search results. With SXO: You not only optimise for keywords, but also create helpful guides to help you choose the right frame and possibly the best matching lenses, you also offer a virtual tool to adjust the frame to your face shape, the lenses you want, the material and the colour.