If you're looking for serious business growth, SEO, or search engine optimization is the strategy for you. It targets the users that are most likely to convert on your website, and takes them there. A custom SEO campaign targets on-page and off-page SEO, which includes things like keyword research and content implementation, to help your most valuable audience find you online.
As for conversion rates, they are levers of success for digital marketing. Move away from idiosyncratic marketing lingo, and run marketing campaigns by focusing on what matters: leads, conversion rates, qualified leads, and sales opportunities.