Most Web sites use a hierarchical directory structure to separate and organize flat HTML files within it. Individual files should have easily identifiable names. Once a file name and its location are established, they shouldn't be changed.

Some Web sites contain only a few files and require a relatively simple architecture. Others are large and require a more sophisticated structure. Large or small, well-optimized sites adhere to specific naming conventions to ensure all information is readily accessible to search bots and spiders.

The deeper you bury keyword rich content, the less likely search engines will find it. Some search engine spiders won't go deeper than a certain number of subdirectories. A hierarchical directory with a flat file structure, in which the numbers of slashes in the URL are minimized, will help ensure more pages of your site are indexed. Subdomains within the site can be equally well optimized.

A site's architecture, file structure, and content can be woven together to incorporate keywords and keyword phrases that are relevant and important to your business. Yet we've only covered several core SEO (define) fundamentals essential to improving your site's search referrals and overall Web visibility.

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