If the answer to either of the above is 'No', you should rethink your Website Content Strategy.
Content is the lifeblood of the World Wide Web, it is the reason millions of people turn on their computer every day. Having sought after and unique content on your website is the number 1 SEO strategy, it doesn't matter what other techniques you employ to get good Search Engine Positions, they will not work if you fail to provide content that is in-demand and original.
The truth is, if you focus on providing great content on your website, writing great copy that is useful for your audience, then you will have completed 90% of Search Engine Optimisation. The remaining 10% is just common sense...
When optimising a website for Search Engines, we don't think in terms of 'Keyword Placement', 'Link Strategies', etc., we focus on providing an excellent 'User Experience', if we succeed in this we know good search engine positions will follow naturally.
Great content already includes all the right keywords, and because they occur naturally in the right places, your website will appear in the Search Engine Results for the right search queries.
Great content also gets linked to from the right places. If your website is interesting, useful and unique, other people will naturally share your content in the form of links on their website, blog, Facebook, Twitter, etc. Because these links occur naturally they will be much more valuable than bought or swapped links.
All of the above is easy to say but just try sitting at your desk and writing 'Unique and Compelling' content. The fact is, you won't know until you've created it, posted it on your website and then sat back and waited to see the reaction. If it goes down well, great, otherwise it's back to the drawing board.
This is another good reason for having a Content Management System, it allows you to quickly add new and replace unpopular content. Without it you will be gambling on getting it perfect first time. The best website strategies don't rely on chance, they are a continual process of creative effort, measurement and refinement.