There's a lot that goes into search engine optimization (SEO). There are numerous factors that dictate why your site ranks where it does in search results, and there are many things you can do to improve your site's ranking.

One big mistake entrepreneurs often make when building a website is having a poor URL structure, says online marketing expert Neil Patel. Instead of having URLs that contain symbols and extra words like "but" or "and," Patel says URLs need to be clean and simple in order for the search engines to easily crawl and index those URLs.

"Use numbers, use letters, use dashes," Patel says. "Do not use underscores or extraneous characters like the & sign."

For more tips, check out the short video above.

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Ultimate Guide to Optimizing Your Website (Book)