I'm writing my thesis (graduating sociology soon) on something that could be described in a ugly way like this "about attracting visitors to websites". Web advertising seems right at start, but this term is too narrow, I need a term that would describe everything that "web subjects" (webmasters, e-stores, etc.) do to attract visitors. SEO, linking strategies, buying ads, making contests, affiliating with other websites, creating content that serves just this purpose (i.e. some silly flash animations), etc. What would you say?
I'm thinking about the verb "to promote", but it's (at least in Polish) connected too tightly with the term "sale" (when you see a word "promotion" you know it's always something like "all prices cut in half until next month" or "buy one, get 2nd free").