In this episode of Chat With Sean, I’m joined by Celeste Gonzalez, Director at RicketyRoo Inc, where she leads testing and innovation to make SEO processes more efficient. Celeste shares insights on the evolving field of SXO (Search Experience Optimisation), blending SEO with UX to create more user-centric content strategies.

We look into the world of local SEO, SXO, and TikTok SEO, discussing how AI search platforms are changing the game for both users and brands. Celeste explains why content needs to go beyond keywords to incorporate a deeper understanding of user behaviour, data, and engagement for better visibility and conversion.

Celeste discusses:

- The concept of SXO and its role in modern SEO

- How local SEO is adapting with new tools and AI search features

- The importance of user intent and behavioural data in content creation

- How TikTok SEO is becoming a crucial part of the strategy

Topics covered include:

- Understanding SXO and its potential to enhance SEO strategies

- How user data (heatmaps, session recordings) can improve content design

- The role of AI search engines and user-generated content on local SEO

- Best practices for creating content that spans the full user journey

- Insights into local reviews, sentiment analysis, and leveraging social platforms for SEO