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User-agent and Disallow in a unique simple text file called robots.txt placed in the root directory of the site. On this subject read A Standard for Robot ExclusionAlternatively in order to act at the level of a specific page use the <meta name="robots" content="attribut1,attribut2"> tag in it where:
index (index this page) or noindex (don’t index this page) ;follow (follow the links in this page) or nofollow (don’t follow the links);