I do what I can. And a lot of friends help too if it is a commercial project. Otherwise, I believe in word of mouth and organic SEO. And I try my best to give the visitors a comfortable stay while they are on my website. I think that will bring them back.
But there are people who do it in a very cunningly smart manner. It is mostly commercial interest while I like to learn and spread knowledge. There is little we can when someone wants to invest money and double it in no time. We can't match such competition. That will only give the world a useless place to hangout.