The best search engine strategies are built around conversion strategy. It's doesn't help to attract traffic to your website if the site cannot turn visitors into customers.

Make sure your website solves your customers' problems. That way, you'll have the right vocabulary optimized for searches (keywords that are about your customers' problems, of course!) and you'll be ready to win their trust by showing them that you understand and care about their needs.

Show them what a pleasure it will be to do business with you by having a site that makes it easy for your customers to find what they are looking for!