Visitors to your site may arrive there for a number of different reasons. They may have searched for something on Google and, as you have been writing plenty of great SEO enhanced content, been directed to one of your pages by the search results. Alternatively, someone (generally a follower) may have recommended you to them. They may have found something you wrote in a social network or forum, or they may be responding to a press release or review about your site.

However people arrive, it is important that your site is equipped to make it easy for them to convert to customers. Either people are going to arrive at a landing page designed to get a sale, for example, if they are coming directly from a press release or some other promotional material. Alternatively, they will arrive at a piece of content and should be directed or encouraged to visit a landing page.

This is precisely why it is so important that your content be highly relevant. For example, if...