Online marketing?

Whats The best way to market your website online? I know all about pay per clicks on yahoo, google, etc. but whats another really good way?

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Niche marketing?

I’m planning on writing an eBook, and I’ve been doing some keyword research into a specific niche, and I’ve found several keywords with a KEI over 100. But when I type these keywords into Google, I can’t seem to find anyone that is paying for advertisement. Is this normal with a super targeted niche? Or is it just a sign that there is really no market for this niche? A few things I’ve found:

1. There are several thousand people using these keywords.
2. There is quite a bit of free information on the subject, but this is common in most niche markets.
3. There have been several physical books written on the subject.

Anyone think they can give me some advice here?

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