Common misconception: If you build it they will come... (see previous post - this is not the Field of Dreams!)
You must work and rework your site, monitor traffic sources, statistics, conversions and about a gazillion other factors to determine where to focus your energies - and then you need to put the time and energy into it - REGULARLY!
When I review a website's marketing plan with a new client - I warn them... ::: your eyes will glaze over about half way through this, don't be alarmed ::: There is a ton of information and activity surrounding an effective internet marketing plan - and the best type of plan?
A simple plan! Keep it simple! I tell my customers they will get no more than 3 tasks at a time from me. I try to keep the work in small manageable chunks, so when they accomplish a task, they feel great about it.
Not only that, but when you are reviewing website content and updating it, I find it better to do in small chunks to start getting the new web pages indexed while working on others, so you aren't waiting 6 months to promote a whole new website yet again.
That's my story and I'm sticking to it!