KW choice: relevant or divorced from site's integrity?

I'm analysing the KWs from my competitors but many of them concern topics that are divorced from my site's content strategy.

If I write about those topics that users are searching for, I'll no doubt pull in trafic, which is great. But will those users convert into customers? Probably not.

The question is: does that matter? Does traffic trump conversions?

Thanks,

Adam

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