Before the search engines indexed your web pages, plan it well and do a keyword research for your targetted key terms for your website. Make sure your content is relevant, informative and readable. Have a robust search engine friendly website architecture, like the navigational menu of your website must have a proper hierarchy. Keep the website design simple and focus more on user experience edge. Lastly, Set-up Google Analytics to your website to track its performance.
This is what internet marketers obsessed about, aiming for the top spot in Google SERPs that could lead web visibilty to potential prospects even though the ranking process in SERPs is volatile in every minute.
Once your website starts to rank in SERPs even for a low volume but on significant key terms, you eventually start to notice that your website visit counts increases.
Now this is the big hit. A Conversion can be anything you want it to be, from a purchase of a product, a download, a comment etc. It's important to know what your goals are so you can set your optimisation process to help them achieve.