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// SKILL

SEARCH EXPERIENCE
OPTIMIZATION (SXO)

You optimized everything. Title, meta, schema, content, Core Web Vitals. Your page is still on page two. SXO answers the question every SEO eventually asks: what does Google actually want for this query, and is my page that thing? SXO reads the SERP backwards, infers what Google rewards, derives user stories from the intent signals, and scores your page from multiple persona perspectives. It tells you when you have a page-type mismatch, when Google wants a comparison and you wrote a tutorial.

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

REQUIRES CLAUDE SEO INSTALLED IN CLAUDE CODE

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

READ THE SERP BACKWARDS.

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 the top 10 ranking pages, classifies each by page type, and figures out the dominant pattern Google rewards. If your page is a different type, no amount of tuning will close the gap. The skill then derives user stories from SERP composition, scores your page from 3-5 persona perspectives, and, when needed, produces a wireframe of what the page should be.

01
SERP-BACKWARD ANALYSIS
Pulls top 10 ranking pages. Classifies each by page type. Identifies the dominant pattern Google rewards. That pattern is the target.
02
PAGE-TYPE MISMATCH
Detects when your page is a different type than what Google ranks. Tutorial vs comparison. Product page vs listicle. Most often the cause of 'why am I not ranking?'
03
USER STORY DERIVATION
Infers 2-4 user stories from SERP composition. 'As a buyer evaluating Y...', 'As someone learning X...'. Scores your page against each.
04
PERSONA SCORING
Scores your page from 3-5 persona angles: skimmer, researcher, buyer, technical evaluator, mobile. Identifies which personas you serve and which you lose.
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 TO RUN SXO

Commands

CommandWhat it does
/seo sxo <keyword> <your-url>Full SXO analysis: SERP-backward classification, mismatch detection, user stories, persona scores, gap analysis
/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 <keyword>Target-page wireframe. Outputs section-by-section blueprint of the page Google wants for this query, with concrete placeholders

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: HowTo, Product, FAQPage, Article, ItemList each declare intent
  • 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 SERP result is classified the same way. The mode across the 10 is what Google is rewarding. If your page sits in a different category, the skill flags it with a severity score (CRITICAL, HIGH, MEDIUM, ALIGNED) and tells you whether to rewrite, restructure, or move on.

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

QUESTIONS ABOUT SXO

Search Experience Optimization. The discipline of matching what Google actually rewards for a query. Traditional SEO asks 'is my page optimized for this keyword?' SXO asks 'is my page the type of thing Google ranks for this query?' Sometimes the gap is structural: Google ranks comparisons, you wrote a tutorial. Optimizing the tutorial harder will not close that gap.
SXO pulls the top 10 ranking pages for the target keyword, classifies each by page type (tutorial, comparison, product, listicle, glossary, news, video, etc.), and looks at what Google is rewarding. The mode (most common page type) is what Google wants. If your page is a different type, you have a page-type mismatch. The skill scores your page against the dominant pattern and tells you whether to rewrite or change strategy.
User stories are inferred from the SERP. If the top 10 results are all 'best X for Y' listicles with comparison tables, the user story is 'as a buyer evaluating Y, I want to compare X options.' SXO derives 2-4 user stories per query and scores your page on how well it serves each.
SXO scores your page from 3-5 persona perspectives: skim reader, deep researcher, buyer-ready prospect, technical evaluator, mobile commuter. Each persona has different needs (skimmer: scannable structure; researcher: depth + sources; buyer: pricing + CTAs). A page that scores high for one persona but low for another might be ranking on one user type but losing the others.
Florian Schmitz via the AI Marketing Hub Pro Hub Challenge. Original at github.com/tools-enerix/claude-sxo-skill. Integrated into Claude SEO v1.9.0 with Florian's permission.
// 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 tells you the right TYPE of page. E-E-A-T tells you whether the content meets quality bars. Pair to maximize ranking signal.

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 23 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 →

FIND WHAT GOOGLE WANTS
IN 30 SECONDS.

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