First, add some collaborative functionality to your site, like a blog (which is easy to update on a regular basis). Second, start creating lots of compelling content people will want to consume (see following chapters on how to do this). Third, start focusing on where the real action is: Google, industry blogs, and social media sites.

The first thing you should measure is the number of subscribers you have.

Inbound marketing is about getting found online, through search engines and on social networking sites that billions of people use to find answers each day.

In addition, you should be measuring the number of links back to your website from other websites and the number of organic keywords that are producing traffic to your site on Google.

The first method is to think across the traditional boundaries of your marketplace to alternatives, not just competitors.

The authority of a web page is calculated based on the number of inbound links from other web pages and the authority of those pages.

People primarily shop and gather information through search engines, such as Google.

to make any significant improvement in rankings for your keywords you're going to need to address off-page factors as well. Off-page factors are those that are not on the pages you control but on other web pages.

The relevance is a measure of how close of a match a given web page is to the term being searched.