How to promote a website ?

My dad has a website selling handmade bushcraft, hunting and camping knives. Really they are outdoor survival tools of a very high quality. How does he promote his website ? He mainly sells through ebay and doesn't sell many knives through his site at the moment but obviously he would like too. It's... show more My dad has a website selling handmade bushcraft, hunting and camping knives. Really they are outdoor survival tools of a very high quality.

How does he promote his website ? He mainly sells through ebay and doesn't sell many knives through his site at the moment but obviously he would like too. It's kind of just sat in a dusty corner of the web and practically nobody will just stumble across it. How does he make his site climb the Google ladder ? How does he get his site seen ?

This is the link to his site. Any feedback whatsoever would be good.
http://ashardingknives.com/index.html
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