Ebere Cecilia Jonathan explains why she believes that user experience is much more than just the way you deliver your content on your website. Ebere says: “Focus on the user experience. This has always been my advice, but with the change in user search behaviour and the introduction of AI, it is even more important now.” Why is user experience even more important in the age of AI? “Before now, we looked at what keyword had the highest volume, because that showed what users were searching for. Then, we tried to write content for that keyword and track our ranking for that keyword. This is how SEO operated in the past, and that made sense. With AI, however, it's possible for you to rank for that keyword without getting any conversions. You're ranking on the first page, but you might not even be getting any impressions. We have AI overviews, we have ‘from sources across the web’, and every day there's a new product coming from Google.