i did audience acquisition at a large established media company and in the span of about a year helped increase their traffic from natural(as opposed to paid) search over 90%.

now i'm a web analyst at a large retail site and at least 1/8 of orders is directly attributed to natural search traffic on a last touch and many more on a less direct attribution window.

if you don't think natural search is a marketing channel that needs attention, great- it'll leave more opportunity for the the rest of us.