Organic campaigns take a lot of time. Some results vary, but on the average, you will see the results in at least 3 months, maybe more or maybe less. PPC on the other hand is quick. A few hours after setting up and you will already see the results.
The thing with PPC though is that, when you stop paying, everything stops. With organic campaigns, after you get everything stabilized, the end-result is long lasting.
If you learn to you use both techniques though, you’ll get more.
I have been using Google Analytics for 2 years now. But since the websites I manage and monitor with are not that big and complicated, I haven’t been able to explore it extensively. Recently though I have been tasked to do SEO for a bigger website and since then I started digging into Goggle Analytics.
In my recent quest, I discovered its advanced filtering capabilities. Some very useful guides I have found in the Web Analytics blog category of LunaMetrics. Check the step-by-step Google Analytics Advanced Filtering here.
Keyword analysis is the first step in SEO, as well as when you are setting up a PPC campaign. There are a lot of tools to do this, both paid and free. I stick to the free ones for financial constraints 
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How do we get the KEI? First step, is get the search volume of your keyword. I use Google Keyword Tool for this one. Next step is getting the number of competitors. Now we have the basic components for computing the KEI. KEI = Search Volume2 / # of competitors.
We get the KEI, we get the better performing keyword for both our organic search and PPC campaigns.