Will UX increasingly affect SEO?

Trend — Google's online courses tend to align with (1) the talent they're planning to hire, and (2) the factors they incorporate into their search engine algorithms.

Hypothesis — Google has invested in and recently released a formal UX course. As per the 'trend' above, this could be in preparation of hiring more UX talent and incentivising businesses to do the same by incorporating UX as a (more) influential ranking factor.

Evidence — Consider the timing of new SEO factors being 'announced' by Google (and some 'quite' factors that researchers have identified) and Google releasing courses related to mobile-first, analytics, page-speed, web security, copywriting, etc. There are lots of topics which seem to correlate with organic performance.

Feasibility — 'Good' UX is tricky to measure quantitatively but is reasonably intuitive for humans upon visiting a website. There is no 'one' metric that can determine UX 'performance', but it can be predicted with AI given enough data (which Google has).

Incentive — Google's mission is to "organize the world's information and make it universally accessible and useful". This closely aligns with many aspects of UX. Doing so would also incentivise websites to invest more in quality experiences, and less in spammy/malicious practices (which costs money to manage/'police').

What are some good arguments 'for' and 'against' this hypothesis?

(I haven't formally researched this as I don't have much free time — It is a trend/hypothesis based on my \10 years in digital marketing))

submitted by /u/___crux___
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