SEO is important for greater searchability and visibility of the business and to take the brand to the next level. Apart from these, it does offer more real value which includes:

Organic search is, in most cases, the primary source of web traffic.
SEO builds trust and credibility and helps in establishing authority regarding search engines.
Local SEO services enable increased engagement with customers resulting in higher traffic and more chances of conversion.
Advanced SEO tools enable us to use the best of the latest practices to ensure the business stays relevant and continues to rank higher in searches.
SEO is relatively cheap compared to paid searches and delivers higher ROI.