Search engines are advancing at the fastest rate we’ve seen in many years thanks to machine learning. These advances have allowed the search engines to focus on providing the most relevant results, not only in terms of content, but also in terms of user experience (UX).
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.
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