Long tail SEO and competitive keyword analysis is a sure fire way to gain some easy wins in search. I think brands fail to realize what a great equalizer SEO is in terms of capturing web traffic. Properly executed it can bring in a ton of web traffic at a much lower cost than Adwords which in my estimation often provides lower quality results to consumers and they know it. It's a money pit for businesses to compete against eachother instead of producing better content - which at the end of the day is the ultimate key to driving sales and traffic that sticks.