Well, Ady's tip of virul wossits helped get my hits up, and more subs to my newsletter, and if you do a newsletter, do a Joint one - as this also helps.
What I have found tho, is that, after contacting a fair few other Division 3 fansites - linking and getting linked too has also bumped my hits up. I have this all to do again now, with another set of clubs, division 2!
But also getting onto your site's subject specific search engines gets more hits too - as anyone lookin for my total-albion.com site, is more likely to search at say, soccer-sites.com rather than say altavista.
Also, such is the subject of my site, that I belong to a BHAFC mailing list, and participate with that, and so have my address on emails, then also participate in a BHAFC forums, and put my address on that when I post, and cos Im a regular, it isnt spam. So those 2 ideas also help.
And, possibly, such offline promotion such as buying an advert in the club's official matchday programme, and getting the site into the fanzines is good too.
Also, as mine is about a team, sponsorship can work too - I may sponsor one of the players next season, which guarantee's my web address in all 23 home programmes during the season. So thats a good investment too.