Yes, of course. I think SEO has become an integral part of digital marketing. As it is free and generates genuine traffic, it will be very famous for traffic generation.
As long as Google search engine is out there search engine will be there too. Today SEO is all about ranking in Google search result. Fortunately Google is not the only quality traffic source out there. Social media traffic works really good too.
Who doesn't uses Google? If you have your own website and you don't work on SEO, then your website won't stay there for long time. SEO has become very important, people pay millions of dollars to rank up on Google. Just because every newbie uses Google to search anything!