Why UX is pivotal to the future of SEO
As search engine algorithms become more sophisticated, many believe user signals will play a greater role in search rankings. Columnist David Freeman explains what this means for forward-looking SEO professionals.
At the end of the day, what is good for the consumer is good for organic search performance — especially if we consider how machine learning is becoming ever more central to search algorithms and incorporating areas such as search sequence, as well as content quality, structure and sentiment.
To keep pace, agencies and marketers must broaden their SEO approach by placing a much greater focus on UX across the full range of owned assets. The following explores the two areas central to making this a reality.