Optimizing your website for your keywords has been a great way to ensure that you are driving traffic to your website. What then are your goals when people land on your website? Ensuring that the traffic you get is actually achieving your goals is the most difficult and overlooked part of a website design.
Here’s a great read if you are looking for a good overview of what the online conversions really means, Duane Forrester, Turn Clicks Into Customers.
If you are not optimizing your website for your goals, the curve is already in the next county.