[puranjay]

Way more than that. It's a combination of SEO + PR + social media. So you'd have some content that other sites might be willing to publish or link to (say, in a weekly "best of" roundup). Some other content that would focus purely on keywords supported by a backlinking campaign to rank well in search engines. And some other content that would focus on topics that would resonate with, say, the HN crowd.