SEO Turned on Its Ear, Revisited

Updated October 30, 2010

Doc Sheldon

This is an edited reprint of a post I made a couple of months ago on my other blog, Ramblings of a Madman. It seems to fit better here.


Othello and Iago

Iago, whispering to Othello, “SEO is dead!”

Since the first search engine began to provide results for our on-line queries, there have been extensive efforts made to divine exactly how they determined what results to display, and in what order. Usually, someone who was thought to possess some golden information would utter a statement, and like lemmings, millions of wannabe SEOs would hoist their banners, and follow them… anywhere. [Read more…]

Search Experience Optimization – A New Strategy

Updated October 20, 2010

Doc Sheldon

Stepping out of sequence for a bit… Part Three of the Search Experience series will be coming shortly. I’ve been really busy, so I’m pulling this one out of mothballs, just to keep the juices flowing.


SXO, or search experience optimization, is not just a new name for an old idea. Rather, it is a new name for a new perspective. It is an all-inclusive strategy, encompassing all those aspects that have previously been separately pigeon-holed into:

Each of these categories have traditionally been addressed as separate practices, each having their own strategy. Most optimization practitioners have focused upon one or two, but rarely, if ever, all at once, under the same control. [Read more…]

So What’s SXO, Anyway?

Updated September 6, 2010

Doc Sheldon

In between playing around with plugins and widgets, I’m going to take a break and write a post.

I said on my About page that I’d go into a little more detail about SXO – search experience optimization, so now seems like as good a time as any. SXO isn’t anything new, as I’m sure some of you are already saying. What it is, is a change of perspective… a new mindset. Most SEOs have focused on only [Read more…]