Is Google so Clever?

I have been in discussion with various clients regarding their SEO needs. It all begins with an explanation of what this really means in a common language that the average client and web user understands. The relatively bland request of 'Give me SEO' reveals the lack of perceived ideas of what it is and what it entails...

After walking people through the motions in realising - that it is the implementing of various tasks so that online search facilities such as Google learn about your site - to identify whether it is what people are in fact looking for; it dawns on them that there is more work than meets the eye. This is something that needs thought, strategy and long term monitoring. Since the search mechanisms get more advanced in terms of technical complexity (Google don't reveal their algorithms) so too do designers and developers need to adjust with the times.

However there are a few areas that I have come across to which some clarity and opinion from SEO experts would be appreciated... (so please don't be shy to comment)

In creating business profiles for company websites there is much emphasis on getting all information identical - due to concerns that this would be identified as a new or different business. Now, one would think that Google - being a mighty and clever search engine - should be able to recognise that this is in fact the same website, through its scouring a website and corresponding profiles on various sources - and therefore be able to put the two together. For example if a business had more than one contact number or email address, why should this cause a negative mark against it and be recognised as a detriment for submitting different ones in different profiles?

Many in the industry have said that 'content is king' - meaning that new, unique and engaging text on a website will help provide the search engines the right perception that you are current and active. However if someone has a business that has been alive and kicking (at least physically so), say, for the past 10 years - why should the potency of popularity be judged based on adding new content to the site?

Your thoughts would be most welcome.