Even if a keyword gets a lot of clicks, you don’t necessarily want to invest in it if it has a low conversion rate. Don’t be fooled by keywords with high impressions or high click-through rates. You want to focus on the results, not just the initial numbers.
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Further reading:
Organic Buyers – Why They Are Considered the Most Valuable Customers
Is Your Marketing Effective? 7 Marketing Success Metrics
3 Win-Win Marketing Strategies for Any Business
Is Your Marketing Working as It Should? Tips for Mid-Year Review and Adjustments
How to Conduct a Website Audit - A Complete Checklist