Getting your website experience right is critical in an era of shortening attention spans - any pain point in the user journey is a chance to lose that user forever. Meanwhile, arcane search algorithms funnel traffic to your website seemingly on a whim, and it can be hard to understand just what is going on when you have so many places to look for data.I believe websites should be simple and intuitive, and strike a good balance between the needs of the user and the needs of the business. And, when it comes to understanding your performance, I believe that streamlining and simplifying your data feeds will help you to block out the noise and identify insights that you can act on.Your users and the search algorithms never stand still, and neither should you or your website.