Search Engine Optimisation's final outcome is an increased search engine ranking or placement. This placement effectively means that your site will receive more traffic. SEO firms can tweak elements of your website, add keywords, change layouts and employ other tricks that might ensure a top spot on the listings. But does increased traffic mean increased sales? After all, the return on investment will only come if page hits translate to online transactions.

Optimising for ranking is only the first step to sale. No matter the ranking, a website hit will only convert to a sale if certain elements are right. Traffic funneled to you website does not need to use your online store; it doesn't need to navigate your pages; or bookmark your site for further reference. And why should a visitor even bother? A good ranking website is only as valuable to a visitor as its content is. The misconception that page ranking alone can help an e-business succeed is just SEO marketing protocol.

Now your website is optimised, the traffic is in, but sales are still low? This picture is not uncommon in the SEO world. The lack of a human side to the SEO process is probably what keeps web content cold and uninviting. While pitching for higher rankings, very often basic real-world marketing strategies are forgotten. The basic idea of treating every visitor as a customer and then optimising the sale is important. Once search engine optimisation is done marketing and sales optimisation must begin.

Sales pitch, marketing language and audience targeting strategies define a successful conversion rate. Persuasion laced content can drive home those traffic hits and thus make your site's ranking worthwhile. Neglecting the conversion capability of your site, means that all the extra traffic directed means little.

More often than not a website that receives traffic will not receive the sales. Typical consumer behavior links unfamiliarity to skepticism about a newly found website's online store. It is rare that a new visitor will buy from a website that hasn't features in the mainstream media. So how does one start building relationships with visitors that can generate sale conversions in the future? A simple and effective way is by increasing user-interaction. A blog asking for user comments, discussions or message boards, Q-and-A sessions with experts are some ways by which traffic is sustained and trust is built up between the site owners and site visitors.

Similarly social media optimisation is another tool for building relations through social media networks.

Only a good SEO will keep in mind real world traffic behavior. Choosing the right SEO firm, means choosing one with long-term conversion successes.