Also totally unwarranted if the site is just starting out. Focusing on content and SEO optimization as well as good social media presence is mandatory at first to build a good brand name. This won't show results right away but in time good SEO can bring a lot of traffic. And then it is your job to optimize the content so that this traffic is converted into customers or returning readers or whatever it is the person is looing for.

Another thing I can suggest when optimizing for SEO is focus on long-tail keywords at first. Choose at least a handfull of keywords with medium to low popularity and avoid working with really popular ones.