Optimizing your site is definitely a necessity, but overdoing it will hurt your site. All this talk on SEO dying is hogwash. If it were, then there would be no search engines. SEO is not dying.
The issue that some people are hurt over is the fact that they actually have to write great content AND engage with others out on the social networks. Come on, this should have been a no brainer a long time ago. If you have gone shopping, been a business owner of a store, or actually have worked in the retail or service industry, it takes engagement.
It works the same online. People could care less about who you are unless you show them that you care about what they want to know. This still applies even in the case that you are a blogger who makes money off of advertising, sponsored reviews, and such. You still have to connect with others, and share your articles on the social networks as well as others. Its a give and take relationship… I know, such a cliché, but it is true.
You want people to trust you, right? You want to build an authority in your niche? You want to make money, right? (At least for those reading this and are building a business with their site.)
Then you know what you need to do – get social! It is a necessary investment.