Conversion plays an important role in SEO: User task completion is a factor used by Google in ranking websites. Create a website that makes it easy for the user to complete his or her task (as well as your business’ goal). For example, if you want the user to call you, make it easy for them to find your phone number or enable direct call-out from a button/link, etc. If your goal is to get form submissions, make it clear where the form is and make it easy for the user to fill out that form. If you want them to make online purchases, make it easy to navigate through products and services and complete the purchase. You will experience the true power of SEO with a high converting website.