A clear scope
What SXO means here
Search Experience Optimisation, or SXO, brings SEO and user experience together around a visitor’s search task. It is a service approach, not a separate search-engine ranking system. The focus here is the experience of people arriving from organic search.
SXO overlaps with conversion rate optimisation, technical SEO and product/category SEO. This engagement owns the organic landing journey. Broader checkout, paid-traffic or retention experiments can be handled with the conversion team rather than duplicated.
The buyer problem
Where the work makes a difference
A category may attract the right searches yet hide its filters on mobile, bury delivery information or send shoppers into an unavailable range. Teams can celebrate traffic while customers struggle to complete the task that brought them to the page.
We connect landing-page intent with an observable customer journey. We review product finding, content hierarchy, mobile interaction and the information needed to decide. Changes are prioritised against the search task and your operating constraints, with a measurement plan that checks useful actions rather than page views alone.
BrownBag’s approach
From evidence to useful improvements
Trace the search-to-product journey
Select important query and landing-page groups, then review the task on mobile and desktop. Inspect category navigation, filters, product information, accessibility obstacles and the events available to measure progress.
Design and implement focused changes
Prepare a prioritised journey backlog with an expected customer benefit. Improve agreed navigation, content hierarchy, reassurance or page behaviour, coordinating with design and development so search access and URL handling remain intact.
Measure behaviour and refine
Validate events and released journeys before interpreting results. Compare relevant cohorts or run an experiment when traffic supports it. Report product engagement, conversion and constraints alongside search visibility, with the next decision clearly stated.
Your handover
What you receive
- An organic landing-journey review with friction points and evidence
- A prioritised UX and content change backlog
- Scoped page improvements or implementation-ready design requirements
- An event validation checklist and experiment or comparison plan
Evidence, with context
How we measure progress
- Review organic landing-page progression to relevant products and agreed conversion events.
- Segment by device and page group; record promotions, stock changes and other confounding factors.
- Combine field experience signals with task completion; a lab performance score alone does not demonstrate business success.
Scope your next step
Bring us the problem you want to solve.
These details help us agree the deliverables, responsibilities and review points:
- Priority landing pages and the customer action each should support
- Available analytics, known journey problems and device mix
- Design/development contacts and constraints on changing the store
Start with a focused scope. We confirm access, implementation ownership and any platform eligibility before the work begins.
Your questions, answered
Is SXO the same as conversion optimisation?
They overlap. SXO starts with organic search intent and the landing journey. Conversion optimisation can cover other acquisition channels, checkout and wider experimentation.
Do we need enough traffic for an A/B test?
A reliable experiment requires sufficient data. For smaller stores we can use task-based review and carefully qualified before-and-after evidence, without claiming experimental certainty.
Will better usability guarantee higher rankings?
No. It can help customers use the store, but rankings depend on many factors. We report search visibility and customer outcomes separately.