Yeah JoomSEF is slightly different from the older one i use called OpenSef i like it much more, you need to make your URL's Friendly for example
Redline Maxed - Car Sytling and Modifications - Installing In Car Neon Kits
Needs to look like
http://www.redlinemaxed.co.uk/Installing In Car Neon Kits.htm
You can do this with OpenSEF.
Second thing is install a sitemap if you havent got one ive included on in the download.
Sign up for google webmaster tools and submit your sitemap. (After you have set your urls with opensef)
The other seo tool rewrites Meta tages, Header tags and makes joomla's core a little better, this is customizable, personally i do the meta tag's my self and let the tool do the rest.
As for your content you should be fine with as long as it isnt copied from somewhere else.
Links are easy enough, have you try submitting to free Directorys ? every little helps. You can buy links for a good price from good sites. *cough*
But there is lots out there for you to have.
Anyway here are the 3 main mods i use and they work really well
http://www.v-666.com/joomlaseo/
Hope that helps mate