Episode web page: https://tinyurl.com/45pcxtn9 How can businesses move beyond traditional SEO rankings to create a truly engaging and high-converting user experience? In this episode of Insights Unlocked, host Nathan Isaacs sits down with Georgia Tan, co-founder of Switch Key Digital, to discuss the future of search and the rise of Search Experience Optimization (SXO). Georgia shares how SXO integrates SEO, user experience (UX), and conversion rate optimization (CRO) to create a holistic search strategy that not only ranks well but also delivers meaningful engagement and conversions. As AI-driven search and multi-platform visibility become critical, Georgia explains why focusing on the user journey is the key to future-proofing your search strategy. She also walks us through real-world case studies, practical steps for businesses looking to shift toward SXO, and how to measure success beyond traditional keyword rankings. Tune in to learn: What Search Experience Optimization (SXO) is and how it differs from traditional SEO Why integrating UX and CRO is essential for long-term search success How AI-driven search and evolving user behaviors are shaping SEO in 2025 Actionable strategies to improve organic traffic and engagement Key metrics and a balanced scorecard approach to measure SXO success Real-world examples of businesses that boosted conversions with SXO 💡 "It's not just about ranking #1; it's about creating a seamless experience that keeps users engaged and converts them into loyal customers." – Georgia Tan Georgia Tan is the co-founder of Switch Key Digital and a seasoned expert in SEO, content strategy, and UX design. She developed the SXO framework to help businesses bridge the gap between search visibility and meaningful user engagement.
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the future of SEO with Georgia Tan, co-founder of SwitchKey Digital. Georgia has pioneered Search Experience Optimization, or SXO, a smarter way to think about search by blending SEO, user experience, and conversion rate optimization.
If you're wondering how to boost organic traffic and keep users engaged, this one's for you. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And our guest today is Georgia Tan, co-founder of SwitchKey Digital. Georgia's journey through the world of digital content, from writing to strategy to SEO, has given her a unique perspective on the connection between search and user experience.
This experience has led her to develop the SXO framework, which we'll be discussing today. Georgia, you've had an impressive career in digital marketing and search strategy. Can you share a bit about your journey? What led you to co-found SwitchKey Digital? And how did you come to develop your approach to search experience optimization?
Thanks, Nathan. My background is a blend of content and SEO. I started as a content writer and that really gave me a deep understanding of user needs and how to craft compelling narratives. And then I moved into content strategy and learned more about the impacts of content and aligning with business goals.
And then eventually moved fully into SEO, eventually becoming an SEO director and often collaborating with in-house teams. And I think this is where I really realized that true success for your digital strategy really requires a more holistic approach. And I realized that something was often missing with how people approached SEO, focusing on the user.
Like we could rank websites, but were they truly serving the people who visited them? This question really became even more pressing. And I started working with my co-founder, Alex, a UX designer. We really saw this disconnect
in the industry and that's what inspired us to create switchkey digital and develop the sxo or search experience optimization framework trying to bridge that gap between search visibility and user satisfaction
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