David and Tom discuss how every algorithm update is only ever optimising toward a better user experience - and if you constantly optimise for that, you can't go far wrong.
Talking points include:
- What sort of user experience should you optimise for?
- How does that increase your organic traffic?
- How do you measure improved user experience from an organic search perspective?
- Why constantly optimise for user experience? Is it not a set it and forget it opportunity?
SEO in 2026