|Whatever business you're in, business will be easier if you own keywords.|
Keywords are what is searched for on Google, Bing or other search engines.
If you sell "left handed monkey wrenches" and they come up in the top page in Google, you have a better chance of selling your product to a potential customer.
You can own these keywords by what's called SEO or Search Engine Optimization or buying them via Google's Adwords platform. This is beyond the scope of this book, but the key here is for your business to be found when someone is searching for it.
Now, if you're getting customers to your website it's worthless unless you're selling something they want or can be convinced to buy.
If they're searching on "Left-handed monkey wrench, they either want more information on it or want to buy it from you. The less friction you have the more likely the customer is to purchase your product or service.
The basics of SEO is to have great content, product or service that people like, review positively, tell their friends about and link to. The better the linker that links to you the better your search engine results.
If you haven't searched your name or business on Google then take a few moments to do it.
Now make a list of keywords that someone who would buy your product or service might type in. Do you show up or are you know where to be found. The key is having great content that gets ranked high on Google.