UX has such an impact on SEO because Google is all about delivering searchers the best possible experience. If you’re creating top-quality, original content, this is great news for you. It means that you and Google have a shared goal: getting the best resource in front of the most relevant audience. That best resource just happens to be yours. Google also wants to see that searchers it sends to your site have a good experience on the page. Note: This doesn’t mean that Google uses data about user behavior in rankings. As you’ll see in this ebook, Google shies away from data that leaves questions and focuses on actual metrics that they know impact experience.