It's called SEO what you asking about.
SEO, or Search Engine Optimization, is the process of improving your website's quality and quantity of traffic from search engines by increasing its visibility in organic search results. The goal is to get your website to appear higher on search engine results pages (SERPs) for relevant queries, which helps people find your content and visit your site. SEO involves optimizing your website's content, structure, and popularity so search engines can understand it, and in turn, recommend it to users searching for related information.