Probably one of the most widely neglected aspects of Search Engine Optimization is Information Architecture. At this point, most SEO’s agree that a website’s URL naming structure, as well as the keywords used in the URL structure have a significant impact on search rankings. Think about it this way, a website’s URL structure is merely a set of folders or categories used to create a hierarchy of information. Thus, when you begin to establish your site, start by creating a taxonomy of the keyword groupings you generated from your Keyword Research.
Let’s look at an example. If your site is about Team Sports, then your Michael Jordan page would look something like this:
TeamSports.com/basketball/Chicago-bulls/michael-jordan/
…as opposed to this:
TeamSports.com/bb/289?=77/44/index.html
If you remember back to the first post of this series titled Search Engine Optimization: In Context , I noted that it’s very important to assist the search engines in understanding what your website is about, and Site Architecture should be right near the top of your list.
Another tactic you can use to reinforce the relevance within a given section of your website is to provide a breadcrumb that links back up the structure. Here are a few examples of how you could implement a breadcrumb:
Cancer Social Network
Cancer Directory » Medical Imaging and Screening » Florida Imaging and Screening » Orlando Imaging and Screening
Central Florida Real Estate
Central Florida Homes » Orange County Real Estate » Winter Park Homes
College Park Florida
College Park » 32804 » Restaurants » K Restaurant & Wine Bar
Using a smart and clean architecture as well as using a breadcrumb should really help to improve the overall rankings for your site.
The only left is a solid linking strategy 
Benjamin Rudnick is a student and entrepreneur residing in College Park, Florida. He provides SEO, Social Media, and Web Development services. You can reach Ben at buddhaben@gmail.com or find Benjamin Rudnick on Twitter (@buddhaben)
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On page optimisation is a critical component of SEO, and one also needs to take a careful look at meta description, h-headers and alt-tags, along with making sure that your site is web standards compliant and is quick to load.