People will write, comment, complain and cheer about you and your company on websites and online communities, which show up in search engines on your keywords.
The Internet gives power to the individual.
Everybody is able to say what he’s thinking. And every critic is a great gift. The voice of your customers is your most valuable asset. [...]

Search engine optimization and search engine advertising can, indeed, drive a lot of relevant traffic to the website. However, there are more channels that can drive massive amounts of traffic.
Pull strategy
By using SEO you are ‘pulling’ traffic to your website. People are looking for something in your niche and find your website through search engines. [...]