From SEO to SXO, building your online presence in the AI era with Cultur-e

SEO isn’t dead, but it’s no longer enough to guarantee online visibility. The evolution of search—including AI Search, Social Search, and new ways of exploring information—requires a paradigm shift. Thus, SXO—Search Experience Optimisation—was born: a strategic approach that blends SEO and UX to optimise content based on new multimodal search behaviours and consolidate brand presence across all touchpoints, particularly in generative search engines.

SXO isn’t a technique, but a structured method for creating relevant and engaging search experiences for users. It means interpreting the new behaviours of people, who are increasingly accustomed to asking complex questions to search engines and chatbots, relying on videos for information, and navigating across multiple devices and within hybrid digital environments, from ChatGPT to AI Overview to Google AI Mode, already available in the United States and coming soon to Italy.

Companies must respond with data-driven, integrated, and user experience-focused strategies. They must be ready to stand out in both traditional search engines and the results of new “response engines.”

To explain this transformation and offer clear guidance for those looking to update their visibility strategy, Cultur-e has published a white paper dedicated to Search Experience Optimisation. This free content explores innovations, tools, and approaches, and shows how to stay competitive in an ever-evolving digital ecosystem.