Is your website marketing strategy the best it can be? If it’s missing some key essentials, you may need to rework it. If not, you may be missing out on traffic.

Below are three important concepts to incorporate into your website promotion efforts. You can utilize each of them separately, but combining them gives them much more power.

1. Leverage — By using leverage, you increase the power of the site promotion techniques you use. Using more powerful sites, for example, you can boost your own site’s credibility and search engine ranking. Viral methods, such as article marketing increase your link building power by leveraging the reach of other sites and individuals.

One of the best ways to use leverage is to spread your content around the Web on various powerful sites. This allows you to get the attention of the search engines and new markets, and rank higher. Using article submission sites, Hub Pages, and other user generated content and Web 2.0 properties, you can create valuable backlinks and reach new audiences.

2. Diversification — The more keywords your site is found for, and the more traffic sources you have, the more stable your free traffic becomes. It’s pretty well established that if you can get your site to rank well for keywords with a lot of demand and competition, you’ll get more traffic. But, we often spend too much time trying to hit those hard to win for keywords.

More stable free traffic, on the other hand, can be had by ranking for many more of the lesser competitive words. The larger the number of keywords your site ranks for, the more stable your search engine traffic. Your website marketing strategy (or at least part of it), therefore, should focus on diversifying.

How do you achieve that? Well, first, build more pages. More pages means more PageRank, more internal linking, and more words your site can be found for. Second, create content and links on as many other sites as is reasonable. The more sources of traffic you have, the more the search engines will like you.

3. Automation — If you want to diversify and increase leverage at the same time, do it with the help of automation. You can use software to republish your RSS feeds, do keyword research, and submit your site to directories.

If you feel your website marketing strategy is failing you, evaluate it and make sure you’re taking full advantage of diversification, leverage, and automation. If you don’t have enough inpointing links, diversify your efforts. If you aren’t leveraging other websites to build your business, create additional content on more powerful sites. If you aren’t automating, then start doing so. Making small changes in these areas can lead to big changes in terms of more free traffic.