We have core values at SEO Strategy Ltd of Build, Promote, Convert but the fourth one is Protect. Once you've positioned your brand and website in prime positions with very profitable rankings, you're going to want to ensure you protect and maintain them.
Peter Morville gives the simplest representation of what a user experience feel likes. The User Experience Honeycomb below depicts those aspects how website visitors will feel about your business and your brand. Neil Patel points out on his website that 1 in 2 millennials have discovered and bought a new brand they knew little about by just searching on their phones.