create brand awarness for your search engine, including email marketing, sms marketing and offline marketing to post sticker of your search engine at car, vehicle, t-shirt and much more way including mouth advertisement
you must identify the keywords in the pages of your site and build backlinks with these keywords in the anchor text. read more in the links below
You can try to use insite promotions such as free advertisement for a month etc. This can be a great start for search engines, there are already so many so the market is very tough considering Google is leading. You can also spreed the word through social network marketing.
Do on page and off page, target the key words, try to get back links, press releases, E-Mail marketing.. Social media... Hope for the best., And continue your work. Learn some more tips for seo through sites...