With Google’s recent updates to its algorithms, user experience is moving to the forefront of design and SEO. Google has shifted the focus of SERP to the consumer, and it turns out that when the consumer wins, everybody wins.
The theory is simple - the more exactly Google can match search queries with user-friendly content, the higher the conversion rate. The higher the conversion rate, the more sales your company makes.
This result is a bottom-up process that starts with quality content written with the consumer in mind, and ending with happy customers and happy companies.