When you start to rank a keyword on page 1 of Google, you can then start to expect traffic to your website.   Once you start ranking in the top 3 for that keyword on page 1 of Google, you will see a dramatic increase in traffic to your website.   However, once they land on your website, it is then up to your web design, web copy, calls to action, etc. to turn that visitor into a lead and then you and your staff to turn that lead into a sale.