If a user is searching for “tennis shoes” they will be looking for a search result that sounds the most related to what they are searching for. If they click on a page that says “Tennis Shoes” but then only one or two tennis shoes are displayed, surrounded by a bunch of boots or other products, they will leave your site and try another search result (your competitor’s website!)
The content on your web pages also must be meticulously written and tagged with consistent words and phrases that support the keyword you want to rank for. Images, headings, text and buttons all must work together.
A great SEO expert will do everything they can to keep users on your website until they convert. A conversion is an action, like when a user fills out a form, calls your phone number, subscribes to a newsletter or makes a purchase.