So much has been said about search engines, SEO and Google that I feel I have to say something that in my perspective at least is equally as important as doing well in the search engines.
Since I own a search engine and accept hundreds of pages daily into our index database, let me tell you the things I see.
I have seen pages that have a pr of 5 and have a high ranking, for the first three keywords yet as a visitor, I would leave right away. They may get tons of visitors clicking up the site but I can't help but wonder if they are getting customers.
A. Long drawn out text on the home page. You have to read down the site at least half way before you even know what they have, and then a long time more to understand how to get what they have. My friend, if that is me looking for something, I am gone in 30 seconds or less.
B. Promise or guarantee that you won't find a better price: If I read that statement, I am going to take you up on your challange and take a look around.
C. How to contact you? If you have sold me on your product but I need to know exactly what it does and for sure that it will take care of my need, I want to ask you. You would be surprised how many times I have to search for the contact info. I do it cause I am deciding on whither or not to accept your site but average customer isn't going to be so patient.
D. Getting lost in the page: If I find your site interesting and start reading and clicking on links within your site but can't get back to the beginning, rather than spend a ton of time looking, I am gone.
E. Need too much info on me when I go to ask for more info on your product or want to buy it: In todays world, I am careful who I share my info with. I have even seen sites that ask for Social Security numbers... like I am going to give you that!! I'm gone.
So when you have the seo part figured out for your site, don't forget that unless you are able to make those clicks pay $$, what have you gained.
I turn away more sites than I receive and it has nothing to do with the meta tags, titles or keywords.