---
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

| Query Type | Expected Page | Key Signals |
|------------|---------------|-------------|
| Informational | Guide, tutorial | Quick answer, TOC, depth |
| Navigational | Homepage, brand page | Logo, navigation, search |
| Commercial | Comparison, reviews | Tables, pros/cons, ratings |
| Transactional | Product, pricing | CTA, price, trust signals |

## User Persona Method

1. Define 2-3 personas (role, goals, pain points)
2. Map each persona to query types they search
3. Build pages addressing their specific intent
4. 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

## 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)