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?