importance of on-page factors
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Directory and file naming
Similarly to picking the domain name mentioning your keywords in directory names and file names also helps to improve your page ranking. It does not have same level of effect as mentioning keywords in domain name, but file and directory naming is still believed to be of importance and since it does not require as much effort, my suggestion is to carefully think through your website structure. Try to name files according to what the content is in them, perhaps create several sub-directories and give them descriptive names.
Example of optimizing a domain name and site structure:
Let us continue with the example of an informational site about car engines. So we picked the domain www.the-car-engine.com.
Then perhaps create directories devoted to engine types: www.the-car.engine.com/diesel, www.the-car.engine.com/gas, www.the-car-engine/hybrid. Then create particular pages in these directories (for example in diesel) www.the-car-engine.com/diesel/fuel-economy.html, www.the-car-engine.com/diesel/emissions.html, www.the-car-engine.com/diesel/efficiency.html etc. So, with such naming technique, when someone will looking for "diesel engine fuel economy" your site is likely to be treated by a search engine as being more relevant and as a result will appear higher in search engine results.
When thinking out website structure, keep in mind that all pages must be interlinked. If a page does not have a link pointing to it either from your site or from an external site, search engines may not even be aware of this page's existence (also see sitemap section).