Marketing is your key to a successful site...in today's digital world you must ensure the marketing you create all 'connects' and that your brand is across all the relevant social media etc., - so make sure your site has a presence on YouTube, Twitter, Facebook Business, Instagram, Google Shopping (if eCommerce) etc., with the consistent messaging - then ensure in your marketing that the messages you want to be found for appear in your SEO,..meta descriptions, image descriptions, Alt text on images etc., etc.
I have helped site market themselves this way with success, it is easy enough to do yourself if you are disciplined in making sure all of your marketing is connected and relates to each other.
good luck
Russ