Most of the organic traffic is content SEO, yes. Around ~2k of monthly searches is branded search (people looking for the company). And, well, it IS pretty reasonable - the company IS ranking for most BPM / workflow keywords.

I do get why you'd think SEO is snake oil. Yeah, useful website, service + good content is the way to go. You can't just "SEO" a mediocre website and expect anything to happen.