Tip #10: Map pages to keywords.
Rather than sending a potential customer to a landing or home page, try to link your keyword descriptions to exactly the page that offers the item or information the user wants.  If they have to fumble or search all over the place, they will quickly lose interest and you've instantly missed your opportunity to reach out to that potential customer.  Give them what they want, in the easiest possible format.  People like quick answers and solutions.