There are no guarantees in life, but there are intelligent ways to invest your money. SEO takes time and a lot of effort in order to enjoy the fruits of your labor. If you want to ensure you’re headed down the most profitable route for your company; then it is That Company’s recommendation; that you test the conversion rate on the keywords you’re thinking of optimizing for via Pay-per-click first.
For example “Auto loan calculator” may produce a lot of traffic, but if that traffic doesn’t convert what’s the point of the numerous man hours you’ll pour into ranking for it? Unless you want to chalk it up to investing in “Branding” that is, but really when was the last time CPM was used as a SEO KPI?
You may have your SEO strategy all laid out: Keywords Selected, Competition level analyzed, Budgets established, but at the end of the day it comes down to ROI and the conversion rate those keywords provide when people land on your site.
So I leave you with this thought; before you go down the route of investing time to dominate the SERPs it is our recommendation you should test the waters with a Pay-Per-Click campaign first. What are your thoughts? Let us know in the comments below.