A robots.txt file gives instructions to web robots about the pages the website owner doesn’t wish to be ‘crawled’. For instance, if you didn’t want your images to be listed by Google and other search engines, you’d block them using your robots.txt file.
Link building or the process of getting back links to your website is very important because other than to increase referral traffic to your site, it'll also increase search engine traffic by increasing your site's PageRank.
The main difference between Search Engine Optimization (SEO) and Pay Per Click (PPC) is that traffic coming from SEO (organic) is free while traffic generated from PPC is not free (as the name implies you have to pay a cost per click).
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