1---2name: seo-sxo-23description: Use when optimizing search experience (SXO) — intent matching, personas, dwell time, pogo-sticking.4---56<objective>7Covers Search Experience Optimization: the 5-layer intent-matching table (informational through post-conversion) with expected page type, key signals, and CTA per layer, the local-vs-global intent behavioral-signal comparison, the user-persona and user-story method, and SXO metrics (dwell time, scroll depth, pogo-sticking rate, CTA click-through, the CWV-to-conversion link). Includes conversion-lever tactics for local transactional pages (above-fold CTA, click-to-call, urgency, trust proof) and SXO anti-patterns (pop-ups, walls of text, buried answers, intent-mismatched selling).8</objective>910# Search Experience Optimization (SXO)1112## Intent Matching (5 layers, 2026)1314| Layer | Intent | Expected Page | Key Signals | CTA |15|-------|--------|---------------|-------------|-----|16| L1 | Informational | Guide, tutorial | Quick answer, TOC, depth | Newsletter / next article |17| L2 | Navigational | Homepage, brand page | Logo, navigation, search | Direct link to feature |18| L3 | Commercial | Comparison, reviews | Tables, pros/cons, ratings | Trial / demo / comparator |19| L4 | Transactional | Product, pricing | CTA, price, trust signals | Low-friction purchase |20| L5 | Post-conversion | Docs, FAQ, troubleshoot | Steps, search, error fixes | Support / upsell / community |2122- **>80% of queries carry mixed / multi-layer intent** — map the dominant layer, then serve secondary layers below the fold.23- **Conflict rule**: when query modifiers disagree with the live SERP layout, **trust the SERP layout** (it reflects Google's resolved intent).2425## Local vs Global Intent (2026)2627| Dimension | Local | Global / National |28|-----------|-------|-------------------|29| Dominant intent | Immediate transactional + proximity navigational | Informational + commercial → deferred transactional |30| SERP trigger | Map Pack (3-Pack) + local AI Overviews | Organic results + AI Overviews |31| Behavioural signal | "[service] near me", "[service] [city]", direct call/tap | "[service] reviews", "best [service]", "how to choose [service]" |32| Conversion speed | Fast (ready to act now) | Slow (nurture across buyer journey) |33| 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) |3435- Diagnose intent geography first: a query with implicit local intent must serve a location page + Map Pack assets, not a blog post.36- Protect against erosion: shift global informational pages toward entity signals + structured data so they earn AI citations instead of losing the click.3738## User Persona Method39401. Define 2-3 personas (role, goals, pain points)412. Map each persona to query types they search423. Build pages addressing their specific intent434. Validate with user testing (heatmaps, session recordings)4445## User Stories Format4647```48As a <persona>, I search "<query>" because I need <goal>.49I expect to find <expected content> within <time>.50I'll engage by <action: scroll, click, share, convert>.51```5253## SXO Metrics5455- **Dwell time**: > 1 minute for informational, > 3 for in-depth guides56- **Scroll depth**: > 50% reach mid-page, > 25% reach bottom57- **Pogo-sticking**: < 10% (users returning to SERP)58- **Click-through (next step)**: > 30% click expected CTA59- **CWV → conversion**: speed is UX — every 1s of extra delay = ~-7% conversions (keep LCP < 2.5s, INP < 200ms)6061## Conversion Levers (local transactional pages)6263Transactional 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.6465- **Explicit CTA above the fold, repeated** (top + after pricing): "Call now — [phone]" / "Get a free quote".66- **Native click-to-call** `tel:[phone]` — most urgent local traffic is mobile.67- **Urgency / live availability**: "Available now", real-time slots.68- **Friction reduction next to the CTA**: "No commitment · Reply in 2 min · Pay after service".69- **Trust proof glued to the CTA**: rating [x.x]/5 ([n] reviews), warranty/guarantee, license [number].7071## Anti-Patterns7273- ❌ Above-fold pop-ups (delay 30s+ or scroll-trigger)74- ❌ Wall of text (paragraphs > 4 lines)75- ❌ Generic headlines (specific > clever)76- ❌ Buried answer (quick answer should be in first 100 words)77- ❌ Aggressive selling on an informational page (intent mismatch) — match the CTA to the intent layer
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