SEO is completed skill to perfect, but that does not rule it out for Startups, although battling against the authority and brand power of establish brands is not something you want to take ‘head on’.
You need to educate yourself in the basics and find your niche. James mentions these tools during the podcast:
links are still one of the most important aspects of SEO
You have to spend at least 2 weeks getting into the ‘weeds’ of SEO keyword research before you start working