SEO has changed a lot in the last years. 5 years ago, optimizing keywords meta, title tag, meta description and building plenty of links was enough to appear in SE, but today everything is different the focus is different.
An SEO can't focus only on SE. On that part, as goodroi wrote, SEO tactics still apply. However you have to promote your brand in social medias, promote your content in sharing sites, banners, and so on. The SEO role is much more wider today.