There is no different. Going and using or paying for SEO is useless. Using plugins that are geared for SEO is again useless. They put any spin they want on it. It doesn't work any better. The purpose of the so called SEO is to have your site picked up by a search engine. 1, you do not need to submit it. Your site will automatically be picked up by all bots. I just posted the facts to back that up. I never submitted as its just uploaded to test code. I have not altered any code or added anything special too it.
That is it. The ranking and what not can not be controlled, increased etc by SEO. That comes with popularity of the site, how often its searched. In turn, now that is where your keywords come in play. All I have to do for example is add Porn to the site. It can be on the index page. Now any time someone inputs Porn into a search engine, my site will come up in the search. Now people will click it to look for porn. That in turn increases your ranking and popularity of the site. Now if you want to increase more rankings and traffic flow, this is where your content comes in. I can put a simple video on the site, label it porn. Make people register to the site to watch it, and bam, site is popular, gets a good ranking and has traffic. What did I do, nothing besided a few tricks.
This is the way it started and still works today without any effort at all. If you want, you can even submit your site to a link exchange site. Having people come to your site from another site even increases the rankings and shows you have traffice. Add a few meta tags for mobile, it again increase your mobile rankings. It doesn't even have to work on a mobile device. You can see right from the logs I posted that Google is checking my site with a mobile device.
To further prove this work for keywords. Look at the bottom of the last post. It says enter keyworks next to search thread. That is part of the sites search function which is how google and other search engines work. Keywords. Then the sites are listed according to rankings and exact word phrases and exact site names using the keywords.
I know that some don't see how this works or think it doesn't work that way, but it does. I just posted the logs to prove it.
Sure, I don't know what the ranking is of my site, but does it matter the ranking of your site? The only time any of that matters is when you want to sell your domain. Either the name of the whole site.
I still haven't touched the part about using that to generate income from the traffic yet. Or using ads to generate traffic.
Yes, I may be more advanced in coding then the average person. I just did a few searches and read some things over the years to figure out how it all works. Joined a few forums here and there.
Back on topic, is SEO dead. No not at all. It will never die as evey site will be picked up. Some will follow guides and list to SEO experts. Will they be any better then a site that didn't use a SEO expert? That I can not say as there is no true way to actually say for sure. If you aren't capable of doing it yourself, then sure use a SEO expert.