If we are talking not only about website promotion, but also about site optimization in search queries, I can say with confidence that it is very important to correctly select and rank keywords that will be used in search queries. This can be done intuitively, which can be very poor quality and ineffective. I would advise you to use the Keyword Ranking Tracking Tool
https://seranking.com/position-tracking.html, which you can use to see if your site can be found in search when customers search for what your company has to offer. Along with ranking, this tool tracks: Google Maps results, Google Ads ranking, SERP features (snippets, videos, etc.). This additional information will be very useful to you.