SXO as part of your strategy with Giulia Panozzo

25% of traditional search engine volume

will drop in favor of AI chatbots

and other virtual assistants,

according to our research by Gartner.com.

So SEO now is getting evaluated on journeys

that are no longer linear and are driven by the user.

And as SEOs, we've always been shy talking about

user behavior and user signals

because they weren't official ranking signals.

But now we have the duty to report on them

because according to the latest data

coming from either the Department of Justice trial

or even the most recent research by Mark William Cooks

that I recommend everyone to get familiar with,

have pointed to the importance of user signals

in determining rankings.

And this has led to a knowledge that SEO

is no longer about getting a click to the website,

but it's about the entire journey,

something that is now known as SXO,

Search Experience Optimization,

which includes SEO, but also UX and CRO.