Former SEO here.

Content management side of SEO is sort of bullshit, yes. However, I saved an entire website from complete deindexing because I was able to determine Google was rendering the page differently than a user and all they saw was a giant blank overlay because of the way the cookie privacy was implemented. Ain’t no web developers that I know who are looking into that shit!

Also, figuring out sitewide implementation of pages and usability is big. Basically, technical SEO is a big damn deal and it can go hand in hand with general content creation.