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search some blog with high PR and use SEO quake to get information about that website link and you will get free link for your SEO
Go get involved in your markets community. For example, we'll use your signature. If was talking about badminton I would go to blogs talking about badminton, find the owners of the those blogs and tell them about your site. Essentially, introduce yourself and get involved, don't spam them. A lot of them will link to you if they aren't a direct competitor. Also, go find badminton forums. There have to be some out there. Get involved in those communities. Place a link in your signature. Help people out. Go to twitter, find people interested in that sport. Talk to them, answer questions. If you get bored with the above, start submitting your site to directories, commenting on other peoples blogs and leaving a link back to your site (if applicable), etc. In a nutshell, be active where badminton players are... in all reality, no one cares about it here except for a small percentage.
Its plain and simple off page SEO. Through the process of building backlinks off site, you generate link power, and through the relevance of your page, you generate better organic results. I wouldnt go so far as to say that it is advertising, its just one part of an off page SEO campaign is all. There are plenty of ways to do it, the most notable way that I can suggest is to build some authority with a blog attached to your main site, create some videos on YouTube, Viddler, etc, and at the same time, create some articles that you can submit to Ezine as well with a good author credit box that links back to your main site. I mean, there are a ton of ways that you can do this, it all depends on how your market responds to what it is that you are offering, and then, pinpointing a way to get their attention that way.