If you have built a good site and are expecting people to just show up, you will be waiting a very long time. While developing a great website is half the work, the other half is promotion. The reality of the Internet is that no matter how great your site is, you still have to promote it. You may receive some small amount of search engine traffic through optimizing your site alone, but to really lift your site off the ground, promoting it is a necessity. Online site promotion comes in two major forms: link building and PPC.