One of the many "basic" things you can do to "optimize" your site for the search engines (and humans) is to use descriptive file names. In other words, if you have a web page about "sales tips," name the file www.yoursite.com/sales-tips.html. Don't use some obscure name like www.yoursite.com/slstps.html. Two big reasons:
1) The words used in the file name (url) have some impact on where your page will appear in the search engine rankings. More descriptive names using keywords and phrases will help your pages appear higher in the rankings for those keywords and phrases.
2) A descriptive name, using keywords, is more likely to be clicked on by searchers when your page appears in the rankings.
It is also important to note the structure of the file name. In the past, there has been a question whether it was better to use "/sales-tips.html" or "/sales_tips.html."
Two big clues indicate you are better using the /sales-tips.html structure.
First, if you download the Google jpg for RSS feeds, Google uses the structure "Add-to-Google-plus" for the file name.
Second, perhaps a more definitive answer on how you should name your files for better search engine visibility from Vanessa and Matt at Google.
This structure may only be preferable for Google (not Yahoo or MSN), but since Google has over 50% of the search market, it is something to consider.
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