If the URL hasn’t been indexed yet, this stops search bots indexing the page which is what you want if the page really doesn’t exist. You’ve created a website and published it on the web, but now you’re probably wondering how people — the right people, those who’ll be interested in who you are and what you do — will find you. You’ve heard about search engine optimization, or SEO, but don’t have the first clue how it works. Technical SEO lays a solid foundation that gives your content the best chance to rank for relevant keywords and phrases. There are thus two ways to improve density: either increase the frequency with which certain phrases are used or reduce the overall number of words in the text area. That’s why they are more likely to trust organic search results than PPC marketing and paid advertising.