Haven't really used SEO in my plans recently. Many, many years ago I would do SEO, but I became frustrated with the ever-changing Google landscape and how an algorithm change could wipe out a business. This was before Google Search Console.
Now, I'm starting to try to do a little bit each day and see how it goes. I still have concerns about becoming overly dependent on search traffic, especially as the industry seems to be rapidly shifting towards AI solutions and away from search, but I'm working to plant SEO seeds and see what happens.