Running a business is a bit like being in a marathon. It is a race to the top. It is a race to reach your audience first. It is a race to earn more money than its competitors.
Struggling to keep up (or stay ahead if you are one of the lucky ones) is an integral part of running a business.
Your competitors? Yes, they do SEO. Save some unique and strange niches, search engine optimization is quite ubiquitous.
Show me a page of search engine results (SERP) and I will show you how the best results achieved your SEO goal. Higher organic grades can make a big difference.
But the longest and shortest is this: you are late if you have not allocated time and / or money to SEO. Don't worry, if you don't have time, you can always leave us!