Let’s start with User Experience.
When Google talks about user experience, which is the second most important pillar, after content, to rank an URL, it is talking about the Google’s User experience, that is to say for the topic we are interested in, the user who is in front of the Google Search page.
When a user opens the browser and enters Google, to make a search, at that precise moment begins his path as a Google’s User. His path continues as he scrolls or moves on to the next pages of the SERP.
When the user finds a URL and clicks on it (The Click), the following happens:
1. The Google’s user continues to convert.
2. The user has an additional “master”: the owner of the web page that contains that URL. The Click gives that website a CTR (Click Through Rate), i.e. a conversion.
Google is interested in a smooth experience, so that the user is fully served, that’s why when it talks about user experience it means an user that starts the path when the browser is opened, goes through the Google SERP, and enters a third party website that must continue to provide a good experience.
The website owner is interested in making the user’s stay a pleasant one in order to execute a smooth experience that culminates in a conversion. The website must have certain characteristics that guarantee a successful presence in time and place before the click and after the click in the SERP.
As you can see, when we talk about User Experience it is the smooth experience from the moment Google Search is opened and that should culminate in a conversion on the website. Therefore it is very important to take into account the relationship between SEO and CRO (Conversion Rate Optimization).