Intro
Table of Contents
About the Author
About the Technical Reviewer
Acknowledgments
Introduction
Chapter 1: Search Experience Optimization: The New Way to do SEO
The Three Pillars of SXO
SEO
CRO
UX Design
The User-First Approach
Creating Content for Users
Making Information Easily Accessible
Creating a Pleasant Design
Key Takeaways
The Power of Data
Introduction to Data
Collecting Data
Analyzing Data
The Importance of Data Interpretation
Data Visualization Techniques
Making Decisions Based on Data

Implementing Changes Based on Data
Key Takeaways
The Importance of Design
The Role of Design in SXO
User Experience
Search Engine Rankings
Brand Reputation
The Principles of Good Design
Simplicity
Consistency
Clarity
A Focus on the User
Creating a Good Design for Your Website
Your Industry and Market
The Message You Want to Communicate
Your Target Audience
Data from Your Analytics
Applying the Design Principles
Use Typography to Create a Hierarchy of Information
Use Whitespace to Create Visual Interest
Use Color to Create Contrast

Use Imagery to Add Visual Interest
Designing for Different Devices
The Layout of Your Website
The Size of Your Text
The Size of Your Images
Key Takeaways
The Role of Content
What Is Content?
The Different Types of Content
Creating High-Quality Content
Key Takeaways
The Science of a Good Browsing Experience
How Search Engines Work
Meeting Expectations
Being Found
Serving Information
Providing Solutions
Building Loyalty
Key Takeaways
Summary
Chapter 2: Applying SXO to Your Website
Understanding Your Website's Current Search Experience

Gathering Data with Google Analytics
1. Setting Up Your Google Analytics Account
2. Adding Your Google Analytics Tracking Code
A. Adding the Code Through Google Tag Manager
B.Adding the Code Directly to Your Website
3. Viewing Your Data in Google Analytics
A. The Basics
B. Using Google Analytics to Track Your Goals
C.Using Google Analytics to Track Your Traffic Sources
D.Using Google Analytics to Track Your Website's Performance
E. Creating Custom Reports in Google Analytics
Gathering Data with Google Search Console

1. Setting Up Your Google Search Console Account
2. Viewing Your Data in Google Search Console
3. Using Google Spreadsheets or Microsoft Excel to Find Key Information
Gathering Data with Microsoft Clarity
1. Setting Up Your Microsoft Clarity Account
2. Viewing Your Data in Microsoft Clarity
3. Filtering Data in Microsoft Clarity
4. Creating Reports in Microsoft Clarity
Gathering Data with Screaming Frog
1. Installing and Configuring Screaming Frog
2. Crawling Your Website with Screaming Frog
3. Analyzing Your Data in Screaming Frog