git:20260512.df85811 to git:20260603.884a3ba

36 added, 7 removed. Audit A to A.

---

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

+ ## Intent Matching (5 layers, 2026)

- | 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 |

+ |-------|--------|---------------|-------------|-----|

+ - **>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

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

+ - **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