SEO is just one source of traffic. Paid advertising (adwords maybe), socials (organic and paid) are just a few that come to mind. Traffic generation goes a lot further than just SEO.
SEO (organic search traffic) is just one of many sources of traffic. Its often seen as the big one because its long term and you don't have to pay for your traffic but there are so many more ways.
Paid traffic (ads/adwords) and cold calling potential clients are big lead generators for companies like that though, these are both very targeted ways to bring in potential leads.
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