In the past I have been a bit lazy with promotion... But I am working on it!
Writing your web pages correctly, ie good choice of keywords, title, placement etc, goes a long way to promote your sites rankings.
Getting your brand out there helps too, let people know who you are, actively participate in forums, blog comments etc that are relevant to your niche. If you are offering solid comments (ie not just "good job") people who frequent those forums and blogs will notice you. The follow on is they then want to know what you have to say.
I read an interesting piece about a well known person on the web (Leo from zenhabits). He spent his early days writing as a guest for FREE on several well known blogs in his niche. People kept saying to him - we see you everywhere! He was building the brand of Leo.
Leo tapped into something very important, he realised he was better off (in his early days) to build his brand (himself). Rather than jsut keep hoping someone would notice him. He provided excellent content in areas where his target market would see him, and notice him. And they did - off the top of my head, I think he has over 100,000 subscribers to his blog now.
(Note: About Leo I related from memory, so check this for yourself)
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