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Presumably so it is optimised for search engines and people find it.

Publishers generally have good data about where their audience comes from. They wouldn't do this if it wasn't the best way they know of to maximise readership.

I've been following Quanta for some time, I'm sure they don't care about SEO and number of visitors, they care about the quality of texts. They write for the general audience, and even though they try to preserve the scientific accuracy, sometimes their explanations may seem oversimplified and even a bit confusing when you come from the same field. It's not clickbait, it's their popular science style.

So they can get paid for their work? Are you giving them anything?

It's Quanta. Their mission is to make laypeople like math (not understand math), so they drown the math in sugar.