Ignoring search traffic can be extremely costly to your business.
Back in May 2018 HubSpot decided to do away with their keyword tool. They did this for several reasons, some of them quite valid. But by de-emphasizing such a core principle of SEO they managed to send the message to their clients that it’s no longer important. Instead of doubling down on SEO tools they mostly ceded this side of their business to the likes of SEM Rush and Moz among others.