Adwords experts probably knows more about keywords than your seo consultant
It’s really simple to understand, with PPC you can test keywords and know with 100% certainty if the keyword you are targeting will bring paying customers.
If you take your PPC data and optimize the website’s seo position accordingly – you will rank on the keywords that generate traffic from paying customers. If you do not test your keywords or if you just pick the words that have the highest search volume, you will have a tough time with online business.
This is the most important and fundamental concept with all digital marketing. It requires that you test and prove what works and what doesn’t. All the way down to the individual keyword.