what is scop of seo and discribe of on page seo technique?

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Hey,
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search result.
It is a collection of techniques and practices that allow a site to get more traffic from search engines like Google,Yahoo etc.
On page SEO is the process of optimizing the content of your website. This includes the text, images and links on your website. Anything uploaded to your site's domain is considered on page.
Off page SEO is doing things off site to improve your sites search engine rankings. The only thing you can do off site to increase your rankings is build up more links.

To improve the percentage of visitors to the website,Landing page performance is very important.

i have read various tips on how to improve the conversion rates on this e-book http://www.cheasyy.com/free-pdf-ebook-hi...ng-pages/,