SEO
A website with properly written copy connects well with search engines, which can attract a huge amount of high quality visitors “organically”. This is always a very interesting approach to take, next to the usual forms of paid advertising. Organic traffic is often called “free traffic”, which is a bit deceptive as it usually takes a lot of time and effort to reach and maintain good positions. The craft of writing copy that appeals to search engines is called SEO (“Search engine optimisation”).