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conversion optimization is the only non-bullshit way to really improve your website - and google knows this - because you're using the scientific method to provide the best user experience to the largest possible audience with never-ending iterations and improvements dictated by a margin of error of 5% or less.
outside of that, google can tell when someones saying "whatever.com ripped me off" or "whatever.com kicks fucking ass" and it helps when somebody sees your advertisement in a doctors office magazine, and pops on a forum to say "has anyone used this service or product" to which people that converted - buyers - respond "yes, and they {sucked|kicked} ass"
90% of you should dump your SEO's and developers, but learn how to hire them correctly before you do that.
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