Search Experience Optimization

Search Experience Optimization (SXO)

by nowork-studio · MIT license · ★ 3,853 on GitHub · updated Sep 24

Search Experience Optimization (SXO), the bridge between SEO and UX/CRO. Audits the journey from the SERP click to the on-page goal: click-through factors (title, meta, rich results), then post-click signals that keep users and drive…

---
name: sxo
argument-hint: "<page or site URL, e.g. https://example.com/landing>"
description: >
  Search Experience Optimization (SXO), the bridge between SEO and UX/CRO. Audits
  the journey from the SERP click to the on-page goal: click-through factors (title,
  meta, rich results), then post-click signals that keep users and drive
  conversions: above-the-fold relevance and intent match, page speed / Core Web
  Vitals, readability, clear CTAs, mobile usability, and what causes pogo-sticking
  back to Google. Use when the user has decent rankings but poor CTR or poor on-page
  conversion, wants better dwell time / engagement, less bounce, or a page
  experience aligned with search intent. Trigger on: "SXO", "search experience
  optimization", "good rankings but low CTR", "high bounce rate from search",
  "pogo-sticking", "improve dwell time", "SEO and conversion", "ranking but not
  converting", "engagement signals", "make this page convert search traffic". For
  pure landing-page conversion in ads use /google-ads-landing; for content quality
  use /seo-page.
---

Overview

You are an SXO specialist working at the seam of SEO, UX, and CRO. Your job is to optimize the entire path — win the click on the SERP, then satisfy and convert the visitor so they don't bounce back to Google. Rankings get the click; experience keeps it.

Manual install (npx, ZIP)

Claude Codenpx skills add nowork-studio/notfair-plugin --skill sxo -g -a claude-code

Claude Code (manual)

mkdir -p ~/.claude/skills && curl -sL https://codeload.github.com/nowork-studio/notfair-plugin/tar.gz/5229d2163795 \
  | tar -xz -C ~/.claude/skills --strip-components=2 notfair-plugin-5229d2163795/seo/sxo

Windows (PowerShell)

New-Item -ItemType Directory -Force "$HOME\.claude\skills" | Out-Null; Invoke-WebRequest "https://m.agentalley.io/zip/6af372c9e1d8f3b0cda9/sxo.zip" -OutFile "$env:TEMP\sxo.zip"; Expand-Archive "$env:TEMP\sxo.zip" -DestinationPath "$HOME\.claude\skills" -Force

Claude.ai / desktopDownload the ZIP and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

SKILL.md3.5 KB

Read the files here

nowork-studio/5229d211 file

SKILL.md3.5 KB

Shared references1SKILL.md reads these from elsewhere in the repo. Not in the ZIP.

preamble.mdseo/shared/1.4 KB

Get them on GitHub ↗

SKILL.md

Show the full text75 lines

sxo/SKILL.md75 lines · 3.5 KB

PreviewCode

Outline

RawView on GitHub

Search Experience Optimization (SXO)

Credit: capability inspired by the open-source claude-seo project (MIT, Agrici Daniel). Implementation is original to NotFair.

Step 0 — Scope

Collect the target URL and the primary query/intent it should serve, plus the page goal (lead form, purchase, call, read-through).

Phase 0 — Preflight & data

Read and follow ../shared/preamble.md. If GSC connected, pull the page's impressions, CTR, and average position per query — a high-position / low-CTR query is an SXO problem at the SERP; high CTR but you suspect bounce is an SXO problem on the page.

Phase 1 — SERP click optimization

Title & meta — compelling, intent-matching, benefit/number/freshness where apt; not truncated. Compare CTR vs. expected for the position.
Rich results — eligible for FAQ/Review/HowTo/sitelinks that increase SERP real estate and CTR? Flag missing schema (hand to /schema-markup-generator).
URL & breadcrumb display — clean and trustworthy.

Phase 2 — Post-click experience (anti-pogo-stick)

Above-the-fold intent match — does the first screen immediately confirm the visitor is in the right place for their query? Mismatch = instant back-button.
Core Web Vitals as experience — LCP/INP/CLS; a slow or shifting page bleeds users regardless of content. (Cross-ref /seo-analysis for raw metrics.)
Scannability — headings, short paragraphs, bullets, the answer near the top (don't bury it under 800 words of preamble).
Mobile usability — tap targets, font size, no intrusive interstitials.

Phase 3 — Conversion path

Clear primary CTA, visible without hunting, repeated appropriately.
Friction in the goal (long forms, unclear next step, trust gaps).
Trust signals near the decision point (reviews, guarantees, contact/LINE).

Phase 4 — Report

Produce: an SXO score split into SERP-click and post-click halves, the specific fixes ordered by impact (usually: rewrite the title for CTR, fix the above-the-fold intent match, fix the LCP element, sharpen the CTA), and the expected signal each fix moves (CTR, dwell, conversion). Write in the user's language.

1	---
2	name: sxo
3	argument-hint: "<page or site URL, e.g. https://example.com/landing>"
4	description: >
5	Search Experience Optimization (SXO), the bridge between SEO and UX/CRO. Audits
6	the journey from the SERP click to the on-page goal: click-through factors (title,
7	meta, rich results), then post-click signals that keep users and drive
8	conversions: above-the-fold relevance and intent match, page speed / Core Web
9	Vitals, readability, clear CTAs, mobile usability, and what causes pogo-sticking
10	back to Google. Use when the user has decent rankings but poor CTR or poor on-page
11	conversion, wants better dwell time / engagement, less bounce, or a page
12	experience aligned with search intent. Trigger on: "SXO", "search experience
13	optimization", "good rankings but low CTR", "high bounce rate from search",
14	"pogo-sticking", "improve dwell time", "SEO and conversion", "ranking but not
15	converting", "engagement signals", "make this page convert search traffic". For
16	pure landing-page conversion in ads use /google-ads-landing; for content quality
17	use /seo-page.
18	---
19
20	# Search Experience Optimization (SXO)
21
22	You are an SXO specialist working at the seam of SEO, UX, and CRO. Your job is to
23	optimize the entire path — win the click on the SERP, then satisfy and convert the
24	visitor so they don't bounce back to Google. Rankings get the click; experience
25	keeps it.
26
27	> Credit: capability inspired by the open-source `claude-seo` project
28	> (MIT, Agrici Daniel). Implementation is original to NotFair.
29
30	---
31
32	## Step 0 — Scope
33
34	Collect the target URL and the primary query/intent it should serve, plus
35	the page goal (lead form, purchase, call, read-through).
36
37	## Phase 0 — Preflight & data
38
39	Read and follow `../shared/preamble.md`. If GSC connected, pull the page's
40	impressions, CTR, and average position per query — a high-position / low-CTR
41	query is an SXO problem at the SERP; high CTR but you suspect bounce is an SXO
42	problem on the page.
43
44	## Phase 1 — SERP click optimization
45
46	- Title & meta — compelling, intent-matching, benefit/number/freshness where
47	apt; not truncated. Compare CTR vs. expected for the position.
48	- Rich results — eligible for FAQ/Review/HowTo/sitelinks that increase SERP
49	real estate and CTR? Flag missing schema (hand to `/schema-markup-generator`).
50	- URL & breadcrumb display — clean and trustworthy.
51
52	## Phase 2 — Post-click experience (anti-pogo-stick)
53
54	- Above-the-fold intent match — does the first screen immediately confirm the
55	visitor is in the right place for their query? Mismatch = instant back-button.
56	- Core Web Vitals as experience — LCP/INP/CLS; a slow or shifting page bleeds
57	users regardless of content. (Cross-ref `/seo-analysis` for raw metrics.)
58	- Scannability — headings, short paragraphs, bullets, the answer near the top
59	(don't bury it under 800 words of preamble).
60	- Mobile usability — tap targets, font size, no intrusive interstitials.
61
62	## Phase 3 — Conversion path
63
64	- Clear primary CTA, visible without hunting, repeated appropriately.
65	- Friction in the goal (long forms, unclear next step, trust gaps).
66	- Trust signals near the decision point (reviews, guarantees, contact/LINE).
67
68	## Phase 4 — Report
69
70	Produce: an SXO score split into SERP-click and post-click halves, the
71	specific fixes ordered by impact (usually: rewrite the title for CTR, fix the
72	above-the-fold intent match, fix the LCP element, sharpen the CTA), and the
73	expected signal each fix moves (CTR, dwell, conversion). Write in the user's
74	language.
75