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It is widely accepted by SEO experts that UX (user-experience) plays a major role in rankings. The way Search Engines rank our websites is based on many factors, including, but not limited to: Backlinks (quality & quantity) on-page SEO UX (user-experience) Thanks to improvements in technology, companies such as Google are getting smarter every day. The are able to systematically predict whether a website is user-friendly or not so. They use user-experience metrics, such as: Bounce rate Session duration Page views per visit Return frequency And because they have all of this data, from most websites who use Google Analytics, they are able to create "industry averages" from these metrics. This means, if your website scores above average for these metrics, you are likely to rank TOP 10. If you score below, chances are high you won't rank very high. UX is not very relevant for each industry / niche -- simply because there are many other factors at play. But for most of us, with authority sites, UX already plays an EXTREMELY important role. What does this mean for 2017, 2018, 2019 and 2020? If you want to rank higher, you should improve your user-experience. Lower your bounce rate, increase session duration, keep users on your website for longer periods and increase return frequency. Most of us are already doing these things, using various tactics such as: "Related posts" and "related" content plugins (to increase session duration & page views). Exit-intent popups and opt-in boxes (to increase return frequency by sending newsletters). Reverse engineering SEO through CRO CRO: Conversion rate Optimization. " It is a collection of methods and systems to scientifically (using data) improve your website's conversion rate. A conversion is any desired action a visitor should do. This includes buying, entering their email address or using your contact form. " If Google is using UX metrics to determine how high your website should rank... Then by increasing your UX, you will rank higher. This means you have to increase your UX metrics, and making sure Google sees that you have increased them. Google's algorithm is super advanced. It will detect an increase in UX for your website. Which in turn will rank you higher. How can we use CRO to increase UX? " To increase our SE rankings, we have to increase our UX. " Thus to increase our UX we have to improve the conversion rate for our CTA's (Call-To-Actions). A CTA, can be anything; a link to another article OR a buy button OR "subscribe" button, ... This means, making people stay on our sites longer, and have a better experience. Example If you have an opt-in pop-up, and you get 1 new subscriber for every 50 visitors, then you really have to optimize it. Here the power of A/B testing comes into play. Here are two examples of A/B tests for a pop-up box: Why A/B testing? Our original version of the pop-up box has a (CR) conversion rate of 1/50 = 2%. Which means we can always optimize it. There will ALWAYS be a version that's better than the previous one. Visitor's like new things, they want to see something new --> higher CR. The original message wasn't attractive or they didn't bother --> low CR. You improve the message to match their needs or desires better --> higher CR. By changing small details, we can improve our CR to 10/50 = 20%. The cool part is, that this can happen overnight. You don't need to wait 3 months to see a change. If you have traffic, then you can see results in matter of hours, not months. CRO has many more benefits than just increase your ranking on search engines. It can help us increase leads and sales in general. It is the only proven and scientific method that can do that. No other "voodoo" or "guru" method will help you more than data driven A/B testing. Final words UX is just one piece of the puzzle, and an important one. Focusing only on UX won't make you rank on #1. But neither will you rank high if your website has a terrible UX, no matter your backlinks or DA. The truth is that top ranking sites have high conversion rates. They didn't optimize their conversions when they ranked #1, but they did it before they were #1.