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I kind of look at SEO as a "bookkeeping thing". So say you're a plumber, your day job is plumbing, and you do a bit of bookwork on a night. But you don't spend 80% of your time doing the books & 20% of your time doing plumbing jobs.
Actually, I really hate building links, I want to create great content, but I am not a writer, I can't create great content, does it means I have to give up SEO? So sad.
In reality if your website is a one horse pony, ie, a single product, it might be time to find another product to offer, perhaps in addition to the one you've done for 3 years.