Search Engine Optimisation
When building and improving your website for SEO you should first and foremost base the design, content and usability on what is best for your customer, consumer or client. They are the users of your website and they are the ones that use the search engines to find you.
Focusing on specific tweaks to gain improved rankings may not deliver desired improvements in ranking results. Take a moment to step away from your business prior to the next time you meet with your IT / SEO department. Think about what it is the user on your site wants and then make some notes if it is not delivering what you expect it should. Then, don't be afraid. Make the change. Be decisive - because your customer will be when searching your site for the solution they want.
Happy hunting :)