SEO can be broken down into 3 main categories. Content, architecture and links. I often come across poorly built sites that lack some fundamental points in URL structure. Here I explain the 2 most common URL problems faced while optimizing a site. 1. Non-WWW and WWW versions: If your site has non-www and www versions of a url, then you may often find that the link juice is being split between the two urls, rather than capturing 100% link value to a single url you want. Solution: a. Decide which URL you want to use. b. Set up a 301 redirect in such a way that links from your non-preferred url will go to your preferred url. This way you can capture 100% link juice. c. Open a Google web master tool and set your preferred domain. d. Make sure that you use preferred url whenever you build links. 2. This problem is similar to problem 1 but specific to home page url. Generally you find different versions of home page urls. a. domain-name.com b. domain-name.com c. domain-name.com/index.html d. domain-name.com/index.html All the above links lead to same content. Thus, leading to duplicate content issues and loosing link value. Solution: a. Set your main page url to domain.com. Use 301 redirect to redirect everything else to this url. b. Set a canonical tag to tell search engines which version of url you want to show up in search results. c. Make sure you use the preferred version of home page while building links. If you discover any backlinks linking to your non-preferred home page link, contact the webmaster of the site and ask him to link to your preferred link. More SEO Articles and SEO Video Tutorials: http://www.seozy.com