Pre-pandemic, Google search volume was about 3.5 billion daily.  I've seen reports where the volume is currently between 5.5 billion and 6.0 billion daily.  With fewer in-person interactions and more telecommunication and online interactions, this is not surprising.  More importantly, people increasingly use search because they find it useful.  

According to Smart Insights, organic results account for two-thirds of attention and 75% of clicks on desktops despite Google pushing ads, maps, and answer "snippets" higher on the page.  

So, with search volume ever increasing and organic commanding the majority of attention due to its trusted nature, it make sense for companies to invest in strategies, skills, or consultants to improve SERP (search engine result page) outcomes.