So, for both usability and web site promotion you want to assure you have a fair amount to say, that it will make good reading for your users and that you mention your key concept more than a couple times.
Too often, web site promotion needs outweigh usability and information needs. Thankfully, if you have a topic about which you are passionate and knowledgeable which features strongly in your site design, you can create good content, make a useable site and still be proactive about website promotion.
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