Search Engine Optimisation is the most important part of running of an online business. However due to the fact that you cannot see the SEO work that goes on, there is a trend that people do not see the value.
The Value of SEO
Being top of Goolge for chosen keywords relating to the sector that your online site is in will bring traffic and customer. Being top of Google is free (unless you use paid adverts such as Google Adwords).
So invest now for the future into your SEO.