Paid search + organic optimisation = better results
While the article focuses mostly on conversions and how paid search results can help you drive your organic optimisation, it is important to remember another point: paid and organic search work hand in hand.
If you keywords produce results both on the organic and paid side, then customer confidence will be increased and the likelihood of them clicking through to your site will be greater.
Click path matters
Very often searchers will follow a path when looking for something, and this path will involve clicks on paid ads and organic results. if your keywords are present on the 2 channels, your CTR should increase along with your conversion levels if your landing pages are optimised.
The right balance
What's important is to find the right balance in your SEO strategy. I'd always recommend to work on your onsite SEO as well as developing paid search campaigns to maximise performance. And as the article shows, you can then take the learnings from your paid campaigns and apply them to your overall SEO strategy (and vice versa)
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