Laura Iancu joins Search with Candour to talk about the growing crossover between SEO and UX and how we should all thinking about “search experience optimisation” (SXO) instead of traditional SEO.

Follow Laura:

Searchpedia: https://searchpedia.co.uk/

LinkedIn: https://www.linkedin.com/in/laura-iancu-seo/

Bluesky: https://bsky.app/profile/searchpedia.bsky.social

TikTok: https://www.tiktok.com/@searchpedia

Chapters

00:00 Intro trailer

01:37 Introduction

03:53 Why SXO matters

05:05 Building a common language

09:44 How often to have these conversations

13:17 Sell the value, to get buy-in

17:55 Show, don't tell

25:26 Go beyond best practices

30:27 Take a culture-first approach to research

34:33 The benefits of heatmaps

36:57 UX basics for SEOs

41:41 Designers should stay flexible

42:43 SEO basics for design teams

44:52 AI search shifts

47:30 Testing LLM Visibility

48:44 Laura’s perfect website

51:16 A dream of smarter site search

54:33 Personalisation vs bots

01:00:01 Recommendations: Actionable tip

01:01:47 Recommendations: Tools and software

01:03:49 Recommendations: Books and games

01:10:31 Where to find Laura

01:11:45 Episode wrap-up