Search Engine Optimization and Nothing Else

This isn't actually ALL bad. It can work in the very LONG term. But it won't build your business for you without some other intelligent marketing alongside it.

Search Engine Optimization can only get you so far. There is so much competition out there, that you'll have a hard time, especially with a startup, in achieving high rankings. Not that you HAVE to have high rankings to get decent traffic, but if you focus all your efforts on more and more search engine optimization, you'll miss out on a whole bunch of simpler, and more effective strategies.

With SEO and a small business, just do the basics. Get your keywords into your content, optimize for one or two phrases per page, keep your site design clean and search engine friendly, give your page a good code title, put alt tags into your images, good meta tags into your code, and then move on to other strategies.

Get good backlinks to your site, use your signature line, participate in networking forums to get your name out there and learn, and market through other good quality free and low cost methods (online AND off). Lay a good foundation with your site, and then focus on actually marketing it. Because search engine optimization is just an enhancement to marketing, not the whole ball of wax.