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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. Rather than direct or paid traffic, SEO focuses on unpaid traffic (also known as "normal" or "organic" results). Unpaid traffic can come from a variety of sources, including image, video, academic, and news searches, as well as industry-specific vertical search engines.
SEO considers how search engines operate, the computer-programmed algorithms that govern search engine behavior, what people search for, the actual search terms or keywords entered into search engines, and the search engines are favored by their targeted audience as an Internet marketing strategy. Crawlers are used by the major search engines, such as Google, Bing, and Yahoo!, to locate sites for their algorithmic search results. Pages that are related to other search engine indexed pages are found automatically and do not need to be submitted. When crawling a web, search engine crawlers can consider a variety of factors. The search engines do not index every page. The gap between pages and the site's root directory can also affect whether or not they are crawled. Webmasters can warn spiders not to crawl such files or directories via the standard robots.txt file in the domain's root directory to prevent undesirable material in search indexes. Cross-linking between pages of the same website to provide more links to important pages may improve its visibility.
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