I've worked in SEO since 2006 and the game has changed. However, it's still a game and not a "losing" one by any means.

I've seen many businesses including my own boom with good SEO. Back in the old days I got to #1 for "movers", but the tricks back then don't work anymore (which is a good thing).

Today, it's much more legitimate and I find the most success with keyword research. It's about finding what your target market is searching for and where your competition is or isn't.

Giving up on SEO is a losing proposition for any business that doesn't have a dominate brand or social media presence, which is most businesses.