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thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

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Web Design,

3
rd

Edition

7

Promoting and

Maintaining a Web Site

Chapter Objectives


Explain how to test a Web site before it is published


Describe how to publish a Web site to a Web server


Identify ways to promote a published Web site


Discuss the importance of maintaining and evaluating
a published Web site

Chapter 7: Promoting and Maintaining a Web Site

2

Web Site Testing


Self
-
Testing


Page display


Image display


Internal links


External links


Satisfy WAI guidelines


Correct any identified problems and retest

Chapter 7: Promoting and Maintaining a Web Site

3

Web Site Testing


Target Audience Testing


What appeals to audience


What disinterests audience


Time spent on various pages


Visited / ignored links


Ease of navigation


Demonstration of confusion or annoyance

Chapter 7: Promoting and Maintaining a Web Site

4

Web Site Publishing


Server space


Uploading Web site folders and files


Retesting published pages

Chapter 7: Promoting and Maintaining a Web Site

5

Acquiring Server Space


All files must be uploaded to a Web server


What to consider while searching for a Web hosting
service


Monthly fee


Server space


Technical support


Nonscheduled outages


Longest downtime


Support for additional technologies


Process for uploading Web site files to the server

Chapter 7: Promoting and Maintaining a Web Site

6

Acquiring Server Space

Chapter 7: Promoting and Maintaining a Web Site

7

Uploading Web Site Folders

and Files


Uploading all files that comprise your Web site
to the Web hosting service


Three methods


FTP client


WYSIWYG editor


Command
-
line interface

Chapter 7: Promoting and Maintaining a Web Site

8

FTP Client


Used to transfer files
using the FTP protocol


Provides a familiar GUI


Must add the name and
URL of the remote
computer, plus your
assigned username and
password

Chapter 7: Promoting and Maintaining a Web Site

9

WYSIWYG Editor


Allows you to upload
your Web site directly
from within the program


Microsoft Expression
Web


Eliminates the need for
a separate FTP client

Chapter 7: Promoting and Maintaining a Web Site

10

Command
-
Line Interface


Non
-
graphical
window


Opened by typing the
cmd command in the
Search box


Type the FTP
commands
necessary to log on
and upload

Chapter 7: Promoting and Maintaining a Web Site

11

Retesting Published Pages


Confirm that all images display properly.


Make certain that no broken links exist


Ensure all interactive elements, such as forms,
are functioning properly


If any changes are necessary, correct the page
file(s) on your local computer and then upload
the corrected page file to the server

Chapter 7: Promoting and Maintaining a Web Site

12

Web Site Promotion


It is important to announce your presence on
the Web


Online promotional techniques


Search tools


Search tool submission services


Affiliate programs


Link exchange programs


Online advertising networks


Web
-
industry awards


Opt
-
in e
-
mail advertising

Chapter 7: Promoting and Maintaining a Web Site

13

Online Promotional Techniques


Search Tools


Maintain a database or index of sites on the Web


Equivalent of having your name and number listed
in the Yellow Pages


Spiders and robots search the Web for new sites
periodically


You can register with some search engines free of
charge


Search engine optimization increases the
possibility that your page will appear as a search
result

Chapter 7: Promoting and Maintaining a Web Site

14

Online Promotional Techniques


Search Tool

Submission Services


Business that will register
your site with multiple
search engines


Pick one that registers
your site with the most
frequently used search
tools

Chapter 7: Promoting and Maintaining a Web Site

15

Online Promotional Techniques


Affiliate Programs


Advertiser pays a fee
on sales generated
by visitors driven to
the site by links on
publishers


Affiliate management
networks


DoubleClick
Performics

Chapter 7: Promoting and Maintaining a Web Site

16

Online Promotional Techniques


Link Exchange
Programs


Two Web site owners
informally agree to put a
link to each other’s site
on their Web pages


Link exchange programs
allow you to choose other
sites with which you can
exchange reciprocal links

Chapter 7: Promoting and Maintaining a Web Site

17

Online Promotional Techniques


Online Advertising Networks


Brings together companies that want to purchase
online advertising and companies that want to sell
ads on their sites


Banner ads and Sidebar ads


Click
-
through


Pop
-
up ads and pop
-
under ads


Floating ads, Flash movie ads, and rich media ads

Chapter 7: Promoting and Maintaining a Web Site

18

Online Promotional Techniques

Chapter 7: Promoting and Maintaining a Web Site

19

Online Promotional Techniques


Web
-
Industry Awards


Winners’ pages are
featured on the
sponsoring site


Webby Award


Web Marketing
Association

Chapter 7: Promoting and Maintaining a Web Site

20

Online Promotional Techniques


Opt
-
in E
-
mail Advertising


Also called permission
-
based e
-
mail advertising


Recipient must formally agree to receive
advertising


The recipient gets information he or she wants,
and the advertiser can send a targeted message


Unsolicited e
-
mail advertising is called spam

Chapter 7: Promoting and Maintaining a Web Site

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Traditional Promotional Methods


Word of mouth


Telling people about your site


Print material


URL appears on printed materials


Promotional giveaways


Magnets, coffee mugs, coasters, T
-
shirts, etc.

Chapter 7: Promoting and Maintaining a Web Site

22

Web Site Maintenance and
Evaluation


Ongoing Maintenance, Updating, and Retesting


Evaluating Web Site Performance

Chapter 7: Promoting and Maintaining a Web Site

23

Web Site Maintenance and
Evaluation


Ongoing Maintenance, Updating, and
Retesting


Add timely content


Check for broken links and add new links


Include a mechanism for gathering user feedback
and act on that feedback


Evaluate and implement new technologies


Retest site features periodically

Chapter 7: Promoting and Maintaining a Web Site

24

Web Site Maintenance and
Evaluation


Evaluating Web Site Performance


Benchmarking


Web server log analysis


Web server log analysis software


Web analytics (also called Web metrics)


Unique vs. repeat visitor


Page views


Click
-
stream analysis


Conversion rate

Chapter 7: Promoting and Maintaining a Web Site

25

Chapter Summary


Explain how to test a Web site before it is published


Describe how to publish a Web site to a Web server


Identify ways to promote a published Web site


Discuss the importance of maintaining and evaluating
a published Web site

Chapter 7: Promoting and Maintaining a Web Site

26

Web Design,

3
rd

Edition

7

Promoting and

Maintaining a Web Site