As a technology company, Google has fine tuned the operation of their search engine business and how users find relevant results to significant profits. Using SEO tools and best practices, you can improve your search engine rankings over time to take advantage of their system.

For your business, you can generate significant web traffic and customer clicks from pay per click ads, but statistically you might receive 25 percent higher conversion rates on organic links. To generate the increased levels of traffic, you may have to look at various search engine optimization techniques. Before beginning a new campaign, you should baseline your activities in SEO reporting tools before you begin making updates so you can track your success.

When looking at which metrics to track in your SEO reports, you should pay particular attention to the different keywords and phrases that users are searching before finding your site. These are the words and phrases that you will want to optimize your content for. The higher you can get your listing to appear on the search results pages, the better you can convert traffic since 75 percent of search engine users never choose to go past page one.

Once you begin to boost your content ratings related to the specific keywords, you should also look at the per page relevance of your more important phrases according to your SEO reporting data. When you can focus individual pages for each individual search result, you will find your traffic results begin to increase again.

SEO reporting will show that the process is ongoing even when it takes some time to gain momentum. In order to increase your ability to gain traffic, you should be consistently creating content for your site and for third party websites. This will help to increase your credibility in the eyes of google, and it will increase the number of backlinks to your website. Your tenacity in developing links and authority will pay off for your search results and traffic gains.