1. A method comprising: determining, at a computerized analysis system, conversion path data for a content provider, wherein the conversion path data comprises data relating to a plurality of conversion paths associated with the content provider leading to a plurality of conversions, and wherein each of the plurality of conversion paths comprises one or more user actions leading to one of the plurality of conversions, the conversion path data comprising paid keywords associated with bids submitted by the content provider and organic search keywords that are not associated with paid bids by the content provider; filtering, at the analysis system, the conversion path data by removing the paid keywords from the conversion path data, and determining, based on the filtered conversion path data, a plurality of organic search keywords; analyzing, at the analysis system, the plurality of organic search keywords within the conversion path data to generate an assist-to-last ratio for each of the plurality of determined organic search keywords, the assist-to-last ratio comprising a measure of a first number of times the organic search keyword is an assisting keyword not associated with a last selection of a content item prior to one of the plurality of conversions versus a second number of times the organic search keyword is a last-click keyword associated with the last selection prior to one of the plurality of conversions; determining, for each organic search keyword, a relative position within the conversion paths associated with the organic search keyword using the assist-to-last ratio for the organic search keyword; generating a recommendation and causing a display device to display the recommendation, the recommendation comprising an indication of the relative position of one or more of the plurality of organic search keywords, wherein the recommendation prompts the content provider to accept or reject, via the display device, each of the one or more organic search keywords; and receiving an indication of accepted organic search keywords of the one or more of the organic search keywords from the display device, the accepted organic keywords accepted by the content provider; and adding the accepted organic search keywords to the paid keywords.