From this point on you can start to expand your database with customer information. With surveys, webforms and statistics you can improve your database by asking and tracking what your relation is interested in. For example you can register the clicks in a newsletter and the information people are typing in forms to send them [...]

Getting links helps your website rank better
Rankings in de search engines are determined by 4 factors:

Technical quality of your site’s templates and your Content Management System.
The quality of the content on your site.
Your sites architecture.
Links from other sites to pages on your website.

The relative weight of these individual factors is continually changed as search engines [...]