First we need to define what is UXO and what is SEO. Then we can answer why UXO is replacing SEO.
What is UXO
User Experience Optimization (UXO) is a set of strategies and tools designed to provide a helpful and useful interaction between people and your business, products and services. Its primary focus is the customer. The strategies and tools are designed to improve product recognition and increase usability. The ultimate goal is to increase customer loyalty, brand trust, and company authority.
What is SEO
Search Engine Optimization (SEO) is a set of strategies and tools designed to rank high in search engines like Google and Bing. Its primary focus is search engines. SEO promotes website visibility, social interaction, and trust through content and links.
Why Is UXO Replacing SEO
According to Statistica.com, Google has 89.26% of the global market share of online search. The next three most popular search engines, Yahoo, Bing and Baidu, have a combined market share of 7.59%. Google owns online search, therefore Google makes the rules. It is generally easier to understand an organization’s principles, motives and philosophy than it is to know all the rules. Google is no exception.
Google Philosophy – 8 Things
1) Focus on the user and all else will follow.
Google is focused on user experience and so should you.
2) It’s best to do one thing really, really well.
Don’t try to be everything to everybody. Focus on being great at a few things, rather than being good at many things.
3) Fast is better than slow.
Google tries to serve its information to you as quickly as possible, and you should do the same. Design your website with speed in mind. There are numerous tools and strategies available to help you reduce website page load time.
4) Democracy on the web works.
Google uses links, shares, comments and other social indicators to determine the value and authority of a web page. You create more value by providing the type of content that others are looking for.
5) You don’t need to be at your desk to find an answer.
Google values mobility. You should build sites that are just as compatible with a smart phone as it is with a desktop. Use html5 responsive design.
6) You can make money without doing evil.
Marketing and advertisements should be truthful and relevant. Google does not like “Bait and Switch” where you promise one thing and deliver another. Say what you mean and mean what you say.
7) There’s always more information out there.
Google works towards data integration. It looks for academic journals, news archives, patents, images, videos, etc to create a more holistic approach to search results. Market yourself and your business in a variety of different ways (print, radio, Internet, social media, etc.), but always maintain a core message.
8) The need for information crosses all borders.
Google’s mission is to facilitate access to information for the entire world, and in every language. Know your customers. Make sure you adjust your content for language, culture, and reading level.
As you read through these 8 things that represent the Google philosophy, it becomes obvious what Google looks for in a website: positive user experience, clarity, fast load time, authenticity, and authority. All the 200+ Google Search Indicators For Website Rankings are focused on determining the overall value of your web page and website using these eight philosophies as a guide. Improve your value by improving your authority. It should be obvious now why UXO is replacing SEO. SEO tries to game the system to some extent through a focus on techniques and strategies in order to rank high in the search engines. UXO molds your web presence to meet and surpass user expectation, which is what Google ultimately values, which ultimately ranks your website high in the search engines.