With the exclusion of all other goals, many new webmasters tend to focus on rankings. SEO is all about traffic and moreover targeted traffic that will be able to convert sales on your website, if you look at it from a realistic perspective. If there are no conversions then it doesn’t make a difference in the long run and visibility is enhanced with rankings and total traffic can be increased too. The business goal shouldn’t be to become number 1 on Google. A good SEO firm can be consulted only to increase the profits of the website business and this is where they can help well too. What do you say?

PPC campaign is very costly in compare to SEO.May be on because of this SEO is public.

You want to get your site listed for the keywords that will drive traffic to your site, and in turn, produce sales. It's all about getting your site optimized so that you will show up in the SERPs (search engine results pages). SEO will help you a lot when it comes to this matter.

You need SEO because you want to increase traffic to your website. To have more visitors. To be on the top. The basic theme for SEO is what i simply stated.