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The conversion ratio and RIO of your site is more important then its rankings. You can have thousands of people visit your site however if your site is not converting the visitors into buyers then the site is useless.
Of course rankings are very important but before you totally concentrate on the rankings of your site make sure that your site is proven to convert. A good way of testing your conversion ratio is implementing a targeted Pay Per Click campaign. Invest 10 - 50 dollars in a campaign with targeted keywords. Using analytics monitor the visitors and track their trends.
If your bounce rate is high, try modifying the landing page or split test different landing pages to see which one works the best.
Use different colors, pictures, navigation layouts and other elements to test the visual effectiveness of the site. Sometimes all it takes is a nice crisp clean picture and a big buy button to increase your RIO.
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