Did you know that "organic search" is usually the primary source of website traffic, and it tends to generate more enquiries and sales? This is why visibility and rankings are important.
The higher you rank on a SERP (search engine result page), the more likely your prospects will see and click through to your website. It is important to understand that many users don't click past the first search engine result page.
Developing "Authority" means that your website is relevant, high quality and most importantly, trustworthy. Your website will rank higher if it has more authority. Users and prospects will trust your brand more.