I don't think pumping is necessary. Their site is not a solution to the general case of "car is not starting", thus should not have a page for that. That would be gaming google, which is fine, but a bad first move for a startup.

I'll now call out YC companies to prove my point. I went to the techcrunch demo day round 1, and have a look at http://vastrm.com/ It is a complete SEO disaster. No reasonable advisor would have said that was a good idea for an e-commerce company.