What Matt's saying, and I agree, is that SEOing isn't just about rankings. When we receive a request for an SEO Review I always expand on the pure SEO advice and advise on aspects of the site that will make SEO futile unless other things are addressed as most traffic will land and bounce.
A real SEO will look at all aspects of a site. It's usability, its calls to action, its conversion rates, its mix of media and generally the way the site communicates with its users.
It's SEO in the round.....