Engines are investing a lot of time and money researching what users want and are looking for when they search for specific keywords. You also want this information to form personas, to know the main type of customers to your site.
Each persona differs in terms of their activity, wants and keywords they will use to satisfy their needs. The metrics relevant to each persona will also be different. However, if you can craft your site so that the personas have different, relevant experiences, you should be able to increase your conversion rate.
In the beginning of adjusting your site for personas, running a PPC campaign can be valuable. It will help you define what your users are looking for. You can also link your site up to Facebook Open Graph to get demographic information on your consumers. Use this data to modify your site map to make navigation easier for your targeted users.