The structure of your site is very important. If you aren’t optimizing the structure of your site for usability, then you are missing out on potential sales, and likely costing yourself in SEO ranking and Google Adwords money. If you haven’t setup a planned hierarchy for your site, then Google will have a tough time knowing which keywords to focus on within your site. Ideally, each page of your site should target a different keyword, and at most 3 keywords per page, just like this page targets Web Design. Google Adwords also gives a quality score for your ads, and one of the main ways they decide on your quality score is through ‘relevance’. So, if I were to setup a Google Ad for “Web Design” and it sent them to my ‘SEO’ page, I would have poor ‘relevance’ and in turn, a poor quality score. That means I would be paying a much higher amount per click that I would if I were to send my “Web Design” Ads to this ‘Web Design’ page. Just knowing that can save you thousands per year.