You’ve probably heard the old saying, “The fundamentals never change.” While that holds some truth, the way we approach Search Engine Optimization (SEO) is definitely evolving.

We’re seeing a concerning trend: some agencies are churning out massive amounts of AI-generated content with little to no human oversight. This is exactly the kind of low-value material Google is targeting with recent algorithm updates. Websites that don’t offer a genuinely helpful and positive experience for visitors risk being penalized.

This shift means SEO is increasingly becoming SXO – Search Experience Optimization.

Think of SXO as the powerful intersection of:

1. Search Visibility: Getting found on Google.
2. User Experience (UX): How easily and effectively visitors can use your site.
3. Conversion Rate Optimization (CRO): Turning visitors into customers or leads.

Essentially, modern SEO is less about just keywords and more about creating a great experience for the people visiting your site.

Warning Signs: High bounce rates (people leaving quickly), low engagement (not interacting with your content), and poor conversion rates are major red flags. Google interprets these metrics as signs of a poor user experience, potentially labeling your content as low-value in search results.

How We Adapt: Optimizing for Users, Not Just Keywords

Our focus is now on optimizing every page for the user:

• Understand Search Intent: What is the user really looking for when they land on this page?
• Guide the User Journey: Use intuitive design and clear navigation to help users find what they need.
• Place Clear Calls-to-Action (CTAs): Make it obvious what the next step should be within relevant content sections.
• Write for Humans: Prioritize clear, engaging content created for your audience (avoid relying solely on unedited AI content).
• Boost Performance: Ensure fast page load times and seamless mobile usability.

Recommended Tools for Monitoring SXO:

To keep a pulse on your site’s performance and user experience, we strongly recommend using:

1. Google Search Console: Monitor how Google views your site, track performance issues, and see search query data.
2. Google Analytics: Analyze website traffic, understand user behavior patterns, and track conversions.
3. Hotjar (or similar tools): Visualize user behavior through heatmaps, session recordings, and feedback polls to understand how people interact with your pages.

Using these tools together provides crucial insights into potential “pain points” – the specific issues hindering user experience – allowing you to make targeted improvements.

Over the past decade, we’ve observed that numerous creative agencies treat SEO primarily as a means to align with Google’s algorithmic requirements at the page level. However, effective SEO extends beyond technical compliance, as it is strategically aligned with the business. Most agencies serve local clients within a specific geographic area, but they often overlook the business advantages of leveraging geographic SEO.

Here’s how we can unlock the geographic SEO to grow your business:

1. Optimize Your Website for Location-Based Keywords
   When people search for local services, they often use geographic terms—like “Atlanta Branding Agency” or “Web Design Agency Near Me.” If your website isn’t optimized for these kinds of location-specific searches, you’re likely missing out on valuable leads. We help ensure your website shows up where it matters most—right in your local market.
2. Fully Optimize Your Google Business Profile
   Many local businesses either neglect their Google Business Profile or don’t take full advantage of it. We handle everything from setting it up to optimizing it for local search visibility—helping you gain more clicks, build trust, and attract more customers in your area.
3. Create Content That Targets Local Keywords
   Most SEO strategies begin with website planning and content development, but many agencies overlook how important location-specific content is. Since content plays a major role in search rankings, we focus on optimizing the content on your key landing pages—guiding users through their journey and turning visits into conversions.

If your agency works with local businesses and you’re looking to boost their visibility in local search results, let’s connect. We’ll help you unlock the full potential of geographic SEO to drive real results for your clients.

Yes, many creative agency owners face challenges with indexing, crawling, and search engine visibility for their clients’ websites. Common issues include slow page indexing, blocked crawlers due to incorrect robots.txt settings, and duplicate content affecting rankings. Poor site structure, missing XML sitemaps, and JavaScript-heavy websites can also make it harder for search engines to properly crawl and index pages.

Additionally, Google’s frequent algorithm updates and the increasing importance of Core Web Vitals, structured data, and mobile-first indexing add complexity. Ensuring that pages load quickly, follow SEO best practices, and are free of technical errors is crucial for visibility. To overcome these challenges, agencies need a strong technical SEO foundation, regular site audits, and an adaptable strategy. Implementing schema markup, fixing crawl errors, and optimizing internal linking can significantly improve search performance. Staying updated with SEO trends ensures long-term success for both agencies and their clients.

Tracking website traffic is essential. First, ensure tools like Google Analytics, Search Console, and other analytics platforms are properly set up. Start by analyzing overall traffic trends and breaking them down by source (organic, paid, referral, social) to see where visitors are coming from.

Key questions to explore:

• How much traffic does the site receive over time?
• Which pages or content perform best?
• What’s the bounce rate and average session duration?
• How many new vs. returning visitors are there?
• Where is the traffic coming from geographically or by channel?
• How long do users stay on important pages?

Also, review key landing pages, site structure, and page speed. Check for shifts in keyword rankings, Core Web Vitals, and crawl errors in Google Search Console. Traffic drops may stem from algorithm changes, technical issues, content gaps, or seasonality. By connecting metrics to user behavior, you can uncover the root cause and build an informed strategy for recovery.

With advancements in AI-powered search and voice search, users are now typing or speaking their questions directly into search engines—expecting immediate, precise answers. Generative AI tools like ChatGPT and Google’s SGE (Search Generative Experience) are now a new-age search engines for users. Google prioritizes direct answers at the top of search results. To stay ahead, businesses must create content that addresses user problems and queries. Optimized, problem-solving content is the key to ranking higher and capturing valuable search traffic. As a creative marketing agency, ensuring your clients’ websites rank in AI-powered search results is crucial for visibility and long-term success.

Many creative marketing agencies view SEO as simply adding keywords to a website, aiming for high SEO scores in audits. However, this approach often results in minimal real business impact. The right SEO strategy starts with business goals, target audience, geographic targeting, and user intent—not just keywords. By aligning keywords with intent, structuring web pages effectively, and optimizing content for Google and AI-driven search (like ChatGPT), agencies can drive real visibility and engagement. SEO isn’t just a technical exercise—it’s a powerful growth strategy. With the right execution, it positions your agency and clients in front of the right audience, creating measurable business impact.