There are lots of people earning good livings selling SEO services and, to an extent, SEO still has relevance. 48% of my site visitors find me through Google so I listen up when the 800-pound gorilla sneezes.
But here's the thing, more then half my site visitors find me through other means - usually links from other sites. This off-site marketing has significantly increased my web presence in a few months and, more importantly, has generated new business for my company.
Yes, SEO has its place for accurate and complete indexing within search engines but bots and spiders don't buy stuff and they never request services, no matter how good you are.
I think new site owners would do well to spend at least 50% of their starting budget on post-launch marketing. After that, adjust accordingly.