You need to get lot's of traffic on your site, and try to make sure that your site comes up in the first page or so of any particular search engine. Link where ever you can, and do some specialization with your subject matter, and how you phrase things on your site. For instance, it does you little good to have a site about "color photography", as there are a gazillion other "color photography" sites, and your site will be on the gazillionth Google page.
Recently I got contract (the kind of contract that makes you yell "WAHOO!!!!") from an ad agency that found my site when they were looking for photos of people in Kansas and Missouri. They found a link to my site in the Kansas section on another site that listed photographers from all over the nation. That site pops up on the first page on many search engines when folks do a search for regional photographers, so by linking to them, I let them do all the hard, advertising work. By the way, I have yet to pay for any listing, so there is a lot of useful free link sites out there.
Locally, try to have a show of your work. Talk to galleries, and if they aren't interested hit the coffee shops and bookstores and art fairs.