While it is important to use keywords within the content of a webpage, it also important to use keywords within the URL of a page. The simplest way to achieve keyword use in the URL is to create directories and filenames that contain keywords. Keyword use in directory names and file names is an indicator to the search engines that the content within that directory or file is relevant to the keyword.
As with any element of a website, keyword use should be used in moderation and not in a spammy fashion. Overuse of keywords can cause penalties from the search engines. When using keywords in the name of a directory or filename, multiple words can be seperated by a hyphen (-) or no space at all – Underscores are not the preferred method for SEO purposes.
The structure of keyword named directories should be organized in a logical fashion going from the more broad keywords to the more specific.
So, if your website sells tennis rackets – A logical directory structure might be directories with manufacturer names within a directory named for the product. Here’s an example:
site1.com/tennis-rackets/wilson/ – the keywords for this URL are: “wilson tennis rackets”
site1.com/tennis-rackets/prince/ – the keywords for this URL are: “prince tennis rackets”
If your site offers many different products from a manufacturer, you may want to use a different approach for your file structure…
site2.com/wilson/tennis-rackets/ – the keywords for this URL are: “wilson tennis rackets”
site2.com/wilson/basketballs/- the keywords for this URL are: “wilson basketballs”
site2.com/wilson/golf-clubs/- the keywords for this URL are: “wilson golf clubs”
site2.com/prince/tennis-rackets/ – the keywords for this URL are: “prince tennis rackets”
The important thing to remember when creating your file structure is to plan ahead and try to create a logical structure for the content of your site that goes from very few broad termed directories to many more specific named directories. Use these highlights to guide you.
- Logical Structure of the information
- Go from Broad to Specific
- Go from few to many directories
- Use keywords in moderation
A good article about developing logical site structure can be found here. Also a website that makes good use of these stategies is automotive.com – browse around that site and take note of how the words in the URL reinforce the keywords that are on the page.