RELEVANCY is the Hercules of words as far as your your web site is concerned. For relevancy is the highest goal of the search engines whose very business depends on returning the results that a web searcher has called for. If you are searching for Titleist golf balls and the search results turn up hen's eggs, how valuable of a search did the search engine produce for you? Not only did that result get you scrambling (pardon the pun) to another search engine, but the advertising that the search engine posted along side the free results were a disservice to the sponsors. Search engines who produce irrelevant results don't last long. Relevancy is their highest priority. Making your site relevant, therefore, should be your highest goal as well.
Clutter kills. When your site is a jumbled array of various unrelated links, banners, topics and gizmos, the message is clear to the visitor: chaos. Nothing will get a user to hit the back button on the browser faster than allowing multiple and mixed messages on your site. I mean it would be like trying to hold a conversation with a person on a community telephone line, where everybody is talking at the same time. This is indeed sensory overload and somebody should take you out to the woodshed for committing such web abuse on well-meaning internet shoppers.
to be continued....(Coming Up Next: Be consistent)...