From now until September 2020, Google is giving businesses the opportunity to promote themselves for free in Google Maps using promoted pins.

SEO has a completely different role, and the benefits are occasionally overlooked.  Even worse: SEO can have a reputation of being overly complicated, so the planning ends up taking up valuable time from teams, yada, yada, yada… everyone ends up forgetting why it was important in the first place (yes, we’ve seen this happen, a LOT).