Dynamic changes occurring in Google's search algorithms allow for more and more accurate results corresponding to specific user's queries. In recent years, the Mountain View giant has been continuously moving away from the traditional SEO model, which focuses solely on increasing the position of the site in the search results, striving to significantly improve quality of the presented pages.

The SXO (Search Experience Optimization) model includes not only website promotion in search engines (classic SEO), but above all its aim is to improve the user's experience with the website (UX). What distinguishes the new approach is the goal: acquiring new customers and consequent purchases, also termed conversion.

The key to obtaining intended results is to learning about your potential customers. What enables it is advanced analytical tools (e.g. Google Analytics) that measure, among others, website traffic, time spent on the site or the most-clicked places.