The purpose of optimizing the various search engines is to improve visibility of the webpage in an organic manner. This means it is getting more and more people to check out your page and brand. With more people viewing your page, the more people becoming aware of your brand and products. It is highly useful for improving the web page rankings by directing human traffic to it. Search engine optimization acts as a useful tool to increase the awareness pertaining to pages and services offered through the World Wide Web.
Search engine optimisation also serves as an alternative towards traditional marketing. It is definitely much cheaper than using print and broadcast media to promote brand awareness. And since there are fewer people reading newspapers and magazines and watching TV, there is little point in engaging in these forms of marketing. People are avoiding blantant advertisements as well as they would either skip the ad or completely ignore it. It is not the way to get people interested in your brand.
Thus, increase your brand awareness subtly by going up the rankings and show the people that your brand is popular and everyone clicks on it. It would take some time to see the results of the optimisation but it will be worth it.