thanks guys, really helpful. i am new to all of this as i have always paid for my SEO work but as a budding entrepreneur i can only see understanding it myself as a advantage for future ventures. i dont believe i have increased rankings just to be a fresh result because i have been hovering around the top 5 for months.
i asked this question because as the web advances, i can only see it as a good thing that SE's start to use new technologies to see what users see. the bit about conversion rate optimisation that confuses me a bit is my site converts more people quicker, with less distractions. this means a lower bounce rate but also means less time on site and less pages visited. this is why i think over time as CRO grows more poplular. SE"s may need to look at other ways to crawl design aspects of websites.
thanks again guys