User Experience (UX) Tactics to Help with SEO
When competing for a highly competitive key term, every website returned for the search by Google has high authority (from Google’s perspective). Google cannot chance recommending websites that have no history or recommendations (backlinks) from other established domains.
Once Google knows the businesses are OK and it can recommend them to its searchers, it will rank them based on the quality of the online experience (UX). That is, above a certain domain authority threshold, SEO is less important for how high you rank. At that point, UX matters more.