Where is SEO in the business hierarchy?

Why do businesses still struggle to add SEO to their hierarchy? The earlier you add SEO considerations to business planning the better:What is your product, and how do you name it? Putting SEO 'everywhere'Modern SEO is a multidisciplinary approach that requires input throughout the whole business structure. Being the SEO outsider wasn't a position that allowed me to align the SEO efforts with larger business objectives. SEO is not just about "SEO content" or simply text.