I totally agree. That's where you need to start looking at conversions and make sure you have conversion tracking set up. Whatever is making you money, track it back to the keywords that are making you money, your "money words".I prefer to have 10 Quality visitors vs having 10,000 visitors
Then concentrate on those, not just getting a bunch of visitors to your site. Unless, of course, you make your money via CPM and banner ads, which we all know doesn't pay much at all anymore.