Questions

Well, this is hardly surprising. It is most unlikely that an individual site could ever be rated as highly as Netcells, which is a dynamic site with a lot of new content.
It is for that reason you should take a good care of your Cell.
You can use your Cell to publish simultaneously and selectively to Netcells and to your own site - this will help your ratings as well as saving a lot of time.

Promoting your own site, on the other hand, is your responsibility - a hard work and/or potentially very costly.