Organic search is (still in 2015) the biggest source of traffic and lead generation. As long as Google exists (and as long as it dominates market share), it will continue to drive highly targeted users to billions of search queries every single day.
With the number of internet users growing at an enormous rate, every business should spend a portion of their marketing budget on obtaining top search results for keywords related to their business (because if your customers can’t find you, you’re losing business to your competition).
The more keywords you rank for, the more traffic you will receive. (Unless you are an incredibly well-known brand like Coca Cola), there is a good chance many people have never even heard of your existence. And what happens when they search for a product or service that you offer but you don’t appear in the search engine (or your competitor outranks you)…?
That’s right, you just lost a potential sale that clicked right into your competitor’s site.