Search Person Optimization = More business

As you improve the SEO aspects of your site, thereby increasing rankings, you will in turn, increase the traffic to your site. Traffic alone can increase the amount of business you get, but improving the site itself you are able to get more conversions without ANY increase in traffic. Add traffic increases to that and your sales go up exponentially.

The thing to keep in mind is that search engines don't buy your product or services, people do. You're not optimizing your site solely for the search engines, or at least you shouldn't be. You need to start optimizing the site for the people who come to your site through the search engines.