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// SKILL

SEARCH EXPERIENCE
OPTIMIZATION (SXO)

Search Experience Optimization is a method for aligning a page with the result types, intent signals, and user needs visible on a search results page. Claude SEO reads the SERP backwards, detects page-type mismatches, derives user stories, and scores the page from multiple persona perspectives.

By Daniel Agrici · Last updated: · Source: Google SEO Starter Guide

CONTRIBUTED BY FLORIAN SCHMITZ · PRO HUB CHALLENGE · original repo
$
/seo sxo <your-url> [keyword]

REQUIRES CLAUDE SEO INSTALLED IN CLAUDE CODE

Claude SEO SXO with SERP-backward analysis and persona scoring
// HOW IT WORKS

How does SERP-backward analysis work?

Most SEO tools tell you whether your page is well-optimized for a keyword. SXO tells you something different: whether your page is the right kind of thing for Google to rank in the first place. The gap between those two questions is where most stuck pages live.

SXO pulls a top-10 result snapshot, classifies each page type, and identifies the most common observed pattern. A mismatch is useful evidence to review, not proof of what Google wants or why a page ranks. The skill then derives 3-5 user stories from the snapshot, scores your page from 4-7 persona perspectives, and, when requested, produces a proposed wireframe.

01
SERP-BACKWARD ANALYSIS
Pulls a top-10 result snapshot, classifies each page type, and records the most common observed pattern as evidence for review.
02
PAGE-TYPE MISMATCH
Flags when your page type differs from the current result mix, such as tutorial vs comparison or product page vs listicle. It does not diagnose ranking causation.
03
USER STORY DERIVATION
Derives 3-5 user stories from People Also Ask questions, ad themes, related searches, featured snippets, and AI Overview signals. Scores your page against each.
04
PERSONA SCORING
Derives 4-7 personas from SERP intent signals, then scores relevance, clarity, trust, and action for each. Identifies which audiences the page serves and loses.
05
WIREFRAME OUTPUT
When mismatch is severe, SXO outputs a wireframe of what the page should be. Sections, content blocks, recommended assets. Not just 'try harder', but 'try this'.
06
STRATEGIC HANDOFF
Sometimes the answer is 'this query is not for you'. SXO is honest about that. Better to spend optimization budget on queries you can win.
// USAGE

How do you run an SXO analysis?

Commands

CommandWhat it does
/seo sxo <url> [keyword]Full SXO analysis. If the keyword is omitted, the skill detects it from the page title and H1
/seo sxo personas <url>Persona-only scoring. Skips SERP analysis. Useful when you already know the target page type and just want UX-side feedback
/seo sxo wireframe <url>IST and SOLL wireframes with concrete placeholders based on the page, SERP consensus, and persona gaps

How Page-Type Classification Works

The classifier uses a hybrid rubric of structural and content signals. No single signal decides a page type. The combination does.

  • URL pattern: /blog/ vs /products/ vs /vs/ vs /best-* are strong early signals
  • H1 + title shape: 'How to X', 'X vs Y', 'Best X for Y', 'X review', 'Buy X' each map to different page types
  • Heading hierarchy: tutorials have step-numbered H2s. Comparisons have feature-named H2s. Listicles have ranked-item H2s
  • Schema markup: Product, Article, ItemList, VideoObject, and other currently supported types can reinforce classification. FAQPage and HowTo are excluded from expected Google SERP features
  • Content blocks: presence of pricing tables, comparison matrices, step lists, embedded video, CTAs above fold
  • Word count tier: under 800 (quick answer) vs 1500-2500 (mid) vs 3000+ (pillar)

Each top-10 result is classified with the same rubric. The most common category describes that snapshot, but it is not a permanent intent label or a ranking rule. If your page differs, the skill assigns an internal review severity and proposes options to investigate.

Cross-Skill References

SXO does not duplicate the rest of Claude SEO. It hands off when a specialist is the right next step:

  • E-E-A-T gaps in persona scoring → /seo content for deep content audit
  • Missing schema types → /seo schema for generation
  • Local intent detected → /seo local for GBP analysis
  • AI search angles → /seo geo for AI Overviews and citation readiness

Attribution

SXO was contributed by Florian Schmitz via the AI Marketing Hub Pro Hub Challenge. The original repo lives at github.com/tools-enerix/claude-sxo-skill. Integrated into Claude SEO v1.9.0 with Florian's permission. The skill code is MIT-licensed, like the rest of Claude SEO.

// FAQ

What are frequently asked questions about SXO?

Search Experience Optimization reviews whether a page format and experience fit the needs suggested by a current result set. A page-type mismatch can be worth investigating, but the result mix does not reveal Google's full ranking systems or prove why a page ranks.
// RELATED SKILLS

EXPLORE MORE

GEO / AI SEARCH

SXO classifies pages for Google. GEO classifies for AI search engines. Together they cover the full search-experience surface.

GEO OPTIMIZATION →

E-E-A-T CONTENT

SXO reviews whether the page format and experience fit the observed intent. E-E-A-T review examines content-quality signals. Use both as diagnostic inputs, not as guaranteed ranking factors.

E-E-A-T CONTENT ANALYSIS →

FLOW WIN STAGE

FLOW's Win stage cross-references SXO for BOFU persona scoring on conversion pages.

FLOW FRAMEWORK →

VIEW ALL 25 SKILLS →

// FROM THE BLOG

RELATED GUIDES

GENERATIVE ENGINE OPTIMIZATION GUIDE

GEO and SXO overlap: both classify intent and structure. Read how AI search engines reward the same page-type signals SXO scores against.

READ GEO GUIDE →

V1.9.0 COMMUNITY RELEASE

How SXO was contributed by Florian Schmitz and integrated into Claude SEO v1.9.0 alongside three other community-built skills.

READ POST →

REVIEW THE CURRENT RESULT MIX
WITH SERP EVIDENCE.

$
git clone --depth 1 https://github.com/AgriciDaniel/claude-seo.git && bash claude-seo/install.sh
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