inbound-marketing

Index221IIBM, xx, 169Icons, 42Images (on Google), 72–73Inbound leads, 149–155Inbound links:comparison of, 183, 190measuring value of, 74–76monitoring of, 81–82Inbound marketing:getting maximum valuefrom, 196learning of, 195–198outbound marketing vs., 185remarkable strategy in, 21traditional marketing vs., 22InboundMarketing.com,203–204Inbound Marketing Summit,175Inbound Marketing University,175Industry blogs, 46–47Interviews, marketing,172–173KKawasaki, Guy, 173–174Keywords:determining difficulty of,63–65determining search volumefor, 63and Google ranking, 81–82in headings, 71and hyperlinks, 40measuring traffic from, 65and page titles, 66–67selection of, for Google,62–65and writing pagedescriptions, 68Keyword rich domain names,69–70Keyword stuffing, 78Kim, W. Chan, 23Kiva.org, 157Krug, Steve, 132LLanding page:conversion with, 138–145metrics, 147tracking progress of,156Lapic, Jim, 82–83Leads, 149–160broadening reach to,155–156converting, at Kiva,157–160defined, 164follow-up on, 153–155inbound, 149–155keeping in touch with,153–155measuring quality of,149–153nurturing, 153–155tracking progress of,156–157Lead forms:auto responder on, 145increasing returns on,139–140length of, 143–145questions for, 152–153responses on, 152–153tracking progress of, 156and trust, 144–145