If you have the budget, yes. Organic search traffic converts at a higher rate than other traffic sources, and most people agree that SEO is better than PPC at driving sales. Another advantage of SEO is that traffic to your website won't stop the moment you end your SEO campaign, unlike PPC advertising.
While both PPC and SEO can drive targeted traffic, ranking organically gives your business the impression of being more reliable and trustworthy. Since you're not paying for the exposure, it’s like getting approval from Google.