One of the first jobs I have to do as a consultant going into an SEO engagement is to debunk the myth that SEO is “free.” SEO has never been, nor will it ever be, free traffic. It takes work, and that comes at a cost. You need to hire staff or allocate internal resources to manage your SEO efforts
Enough traffic is however much you need to achieve a specific amount of visits, which equal a specific amount of clicks, which equal a specific amount of commissionOnly ranking at the top on SERP is not enough, it's not worthy unless and until you gain huge website traffic.
Hopefully AI will take over the tedious parts of SEO
This is whySEO is a game with a constantly moving target.
When you are an incumbent in an industry --you still have to pull Google's chain to get niche results in most cases.