Earlier words in the Page Title carry more weight than later words, so put your most important words first.

Second, track the number of times someone shares your content on social media (like Twitter and Facebook).

However, there's long-term risk in becoming too reliant on PPC for traffic. The problem is that because PPC programs like Google's AdWords act as a real-time auction, it is possible for the cost per click (CPC) to rise unexpectedly.

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.

Don't just think about how you would describe your business, think about what users searching for your business might type into Google.

The authority of a page is a measure of how important and authoritative that given page is in the eyes of Google.

second method for creating a winning strategy in the era of inbound marketing is to be the world's best at what you do within your existing market rules. If you are not the world's best within your market, redefine your market more narrowly before one of your competitors takes that position.

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

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