Even though I am very familiar with Search Engine Optimization, and had done it on many websites, what I had been doing was more toward optimizing individual web pages. WordPress adds another level, tying the web pages together, creating pages that tie well optimized individual pages into a website that is optimized from end to end.

And, yes, like you say the owner can add even more, by how you use WordPress as your tool for SEO.

Since I've switched to WordPress I've had several websites very quickly OWN a search engine position. It is the greatest tool since sliced bread.