These methods give you a gauge to read, and there are even applications and plugins out there that will help you to get to that sweet spot. However, the bottom line is that even in these modern times of internet sorcery, you will still have to do the research – or pay someone to do it for you.
Pay-per-click may seem like the answer to all of your SEO worries… and it is… sorta. If you have a company whose work is seasonal and localized, you should certainly have a couple of dollars put aside to pump up the jam when your time comes. If your company can potentially make a lot of money off of a single click, then you should definitely be ready to invest in a good PPC strategy.
The oh-so-sad truth is that, like with SEO, you will still have to pay with time and research. You have to know how to use the PPC platforms, what words to pay for, how to optimize your PPC ad layout, etc. etc. etc.
The oh-so-happy truth is that when it comes to SEO and PPC you can kill two birds with one research. To setup PPC you will still want to develop a good set of keywords and phrases, so you may as well handle SEO with the same information. The most optimal strategy is a combination of SEO and PPC. A good example would be keeping your site up to date when it comes to SEO and taking advantage of PPC platforms when it comes to time sensitive promotions.