Good Site Structure
Let’s forget the pretty pictures and solid sales text that you’ve got on your site for just a moment. Instead let’s look behind the gloss and glamour and see what you’re directory structure on your site looks like.
Is it neat, logical and does it include search engine friendly directory and file names? If it isn’t like that then you should spend some time reading Web Analytic Pilots from Hell - 7 Maddening Site Mistakes