If your website is performing well organically AND coming at in the top 3 of the paid search results, you are gaining maximum results page real estate. The more space your business takes up on the search results, the more likely people are to see your business and click to learn more and purchase.
An SEO strategy does not simply mean gaining a higher organic position within the search results and doing content marketing, it also incorporates the technical elements of your website. It is about making sure your website is technically brilliant so visitors can easily navigate through and quickly find the information they need. Its all about customer experience.