I would argue that that's no longer SEO; it's just plain marketing.
Now, I am, at best, an amateur when it comes to what everyone calls "SEO", but I've been forming an opinion about the concept: there's no such thing as "white hat SEO". What everyone calls white hat SEO, to me, looks like nothing more than good website design, good content, and good marketing. Nothing in there is inherently targeted at search engines, so calling it SEO doesn't seem accurate. In fact, it's probably the reverse; search engines try to target those aspects.
"True" SEO, to me, seems to be grey hat at best. Focusing on figuring out how to get the top positions in any particular search engine's result pages seems fundamentally gamey and short-sighted to me.
Again, that's just my opinion from the outside looking in. I'm likely missing a lot that might change my opinion and I don't even know if was really appropriate to the thread, but that had been on my mind for quite a while.