name: seo-sxo
description: Use when optimizing search experience (SXO). Covers intent matching, user personas, user stories, page-type analysis, dwell time, scroll depth, pogo-sticking prevention.
user-invocable: false
related-skills: seo, seo-content, seo-featured-snippets
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
- Define 2-3 personas (role, goals, pain points)
- Map each persona to query types they search
- Build pages addressing their specific intent
- 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
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