Welcome to the Q&A Forum

Due to the fact that we aren't in the #1 position, (dropped from #5 to page 2 - You have to love Devs and IT), our heads have hired a SEO Audit/Consultant company to review everything we are doing. I would like to post some of the things they are telling us to do, in which I don't 100% agree with  and would like some other professional feedback.  Especially since their site isn't marketed very well. http://www.trupanionpetinsurance.com Disclaimer: (this site was a complete nightmare when I started a year and a half ago. Yes, there are many issues that still need to be addressed.) Website Restructure I agree we totally need to restructure our website.  I have no idea what the previous SEO guy was thinking.  The new SEO company is telling us that the structure is a big part of SEO. I don't believe so, but besides a little loss in 301 juice, is there any other downfalls? Are there any real benefits? Similar question asked the other day (and answered by me): http://www.seomoz.org/q/don-t-want-to-lose-page-rank-what-s-the-best-way-to-restructure-a-url-other-than-a-301-redirect

Due to the fact that we aren't in the #1 position, (dropped from #5 to page 2 - You have to love Devs and IT), our heads have hired a SEO Audit/Consultant company to review everything we are doing. I would like to post some of the things they are telling us to do, in which I don't 100% agree with  and would like some other professional feedback.  Especially since their site isn't marketed very well. http://www.trupanionpetinsurance.com Disclaimer: (this site was a complete nightmare when I started a year and a half ago. Yes, there are many issues that still need to be addressed.) Breadcrumb Trail They have asked us to implement a Breadcrumb trail on every page, where the final page is the only H1 Tag. Are breadcrumb trials important for SEO?  (I know they are helpful for Users, but SEO) Are they important for Search Engines to track back for structure. Any thoughts about them? Similar question asked in February : http://www.seomoz.org/q/how-important-are-breadcrumbs

Will someone give me a good definition of "Link Landscape", or a great article on it.

So which is better for SEO, Tweets or ReTweets? We have a tweet button on our blog which seems to work pretty good.  But I have noticed a few sites that instead of tweeting, they have a ReTweet button where you are actually ReTweeting an original tweet. Any thoughts?

What is the best SEO practice for deleting pages?  We have a section in our website with Employee bios, and when the employee leaves we need to remove their page. How should we do this?