Search engines rank websites by using sophisticated mathematical algorithms. The more relevant a website is, the higher its ranking in the search results. If the webpage contains keywords, the search engines may consider it more relevant. Keywords can appear in the page heading or body copy. Search engines also consider anonymized data from previous searches to determine relevance. If a webpage has a link from a popular website, it may be more relevant than one with only one.
In addition to organic search results, companies can also focus on conversion rate optimization. This involves testing and measuring changes to increase the likelihood that visitors will make a purchase. Successful search marketers know that traffic alone is not enough; they need to understand how that traffic behaves. Fortunately, software such as Optimizely makes conversion rate optimization easy. With its visual editor, users can make changes to a site without writing any code. The more visitors you get from organic search results, the more likely they are to convert into sales.