If you are building a website, you should consider blogging weekly or even daily if it's possible. This is a form of advertisement. Blogging will allow you to expand your subject and targeting words for your website. Don't make it very complex. It's a simple post that shares your thoughts about one specific subject. This is your business card that you would have handed out to strangers about your business, which is a way to reach out to all the strangers on that specific subject.