Once conversion (whatever that may be) is realised as the commercial intention of a site, it is important to be able to measure and optimise (maximise) the conversion rate.

Conversion analytics is the examination of data primarily focusing on organic and paid search engine traffic.

Conversion optimization and Search Engine Optimisation SEO go hand-in-hand. SEO drives traffic to a site, and conversion optimisation makes the site perform better for that traffic by increasing sales, leads, click-throughs or other goals identified for the site.