3. How a web page is built
<html>
<head>
<title>Acme.com Home Page</title>
<style type="text/css">@import url(css/main.css);</style>
<script type="text/javascript" src="scripts/jquery.js"></script>
</head>
<body>
<img src=“images/logo.gif” alt=“Acme Logo” />
<p>
Acme is the <strong>premier</strong> provider of widgets and
widget accessories in the world.
</p>
<p>
<a href=“learn_more.html”>To learn more, click here</a>
</p>
</body>
</html>
5. What is a web server?
Operating System (*NIX, Windows)
Server Services
•HTTP / Web Server (Apache, IIS)
•FTP Server
•Telnet/SSH Server
•Email Server
•Application Server (PHP, .NET, JAVA, ROR)
•Database Server (MySQL, Oracle, MS SQL)
•Streaming media Server
7. How a dynamic web page is built
acme.com/index.php?page_id=1
<html> <html>
<head> <head>
<title>Acme.com Home Page</title> <title>Acme.com Home Page</title>
<style type="text/css">@import <style type="text/css">@import
url(css/main.css);</style> url(css/main.css);</style>
<script type="text/javascript" <script type="text/javascript"
src="scripts/jquery.js"></script> src="scripts/jquery.js"></script>
</head> CMS </head>
<body> <body>
<img src=“images/logo.gif” alt=“Acme Logo” /> <img src=“images/logo.gif” alt=“Acme Logo” />
<p> <p>
<?= $content ?> Acme is the <strong>premier</strong> provider
</p> of widgets and widget accessories in the world.
<p> </p>
<a href=“learn_more.html”>To learn more, <p>
click here</a> <a href=“learn_more.html”>To learn more,
</p> click here</a>
</body> </p>
</html> </body>
</html>
1 Acme is the <strong>premier</strong> provider…
2 We rock because we are the first to market with…
3 Acme announced today the launch of the blue …
4 For more information contact us at …
8. What is a Content Management System (CMS)?
A class of web applications that enable people to
manage website content and dynamic features.
Common theory:
Software that lets non-technical people edit any of the
content of their site
Manages Content
Defines user editable content
and controlled content
Enables users to edit user
editable content*
Organizes content and
workflows
Enables advanced features
9. Advanced CMS Features
• Commenting • Polls
• Ratings • Forums
• Tagging • Wikis
• Sharing • Workflow
• Search • User management
• Syndication/feeds • Form processing
• E-Commerce • API integration
• Site Maps • Semantic markup
10. Popular options for getting a website online
A. Hosted CMS
1. Configure & add content to CMS
B. General hosting + static site
1. Get hosting
2. Build html pages (FrontPage, Dreamweaver,
Notepad)
C. General hosting + SAAS CMS
1. Get hosting with SAAS CMS
2. Configure & add content to CMS
D. General hosting + General CMS
1. Get hosting that supports selected CMS
2. Install CMS
3. Configure & add content to CMS
11. Style of website components
• Brochure site
• Pressroom
• Blog
• Podcast / video
• Image gallery
• Forum
• Wiki
• E-Commerce
12. Top Content Management Systems
• Free
• Open Source
• Large community
• Ongoing development –
core & modules
• Available development
resources
• Availability of support
• Large amount of training
13. Top Content Management Systems
WordPress – wordpress.org
• Easiest
• Best for blogging
Joomla – joomla.org
• Good balance between learning
curve and expendability
Drupal – drupal.org
• Near enterprise class
• Very extendable
• Most difficult
19. Search engine marketing
Search engines are the most effective direct
response marketing mechanism ever devised
in the history of business.
Why we love them:
Volume & reach
Highly targeted to offering (the long tail)
Automatic perfect timing (late in buying cycle)
Automatic repetition
21. Sponsored vs. Organic
Sponsored Search Organic Search
Cost Per Click Depends on bid. Bids start as low as $.01 to Free
$.10 depending on engine. Most clicks
are $.50 to $2.00 however bids in the
$8.00 to $12.00 range are common for
more competitive terms.
Cost for Low – Each targeted keyword phrase has to High – Web pages have to be written and
placement be entered, a bid set and an ad written. optimized for each targeted phrase and
optimized in-bound link to the pages need
to be acquired.
Time till Immediate 2 to 6 months for existing sites, 6 to 9 months
placement for new sites or sites with low link
popularity.
Control High – you can control the copy on your ads, Low – You have some control of the copy of
how high you rank (by changing bids) and your listing however you can control little
what page you want the customer to land else.
on.
Ongoing Risk Click Fraud, Bid Competition Algorithm Changes, Optimization Competition
22. Search engine marketing
Primary advantages of organic search
•Clicked more often
•Perceived as more authoritative (usually)
•Better long-term ROI (usually)
•Stronger ordering dominance
Achieving a high organic placement for valuable
keywords is a decisive competitive advantage that can
provide years of very cheap high-quality traffic to your
site.
23. Magic formula for organic search
Good Architecture
+ Good Content
+ Good Backlinks
+ Sticky Site
= Results
24. Optimizing content – basic guidelines
Select one core keyword phrase per page (3 to 5
word phrases are best)
Research to understand its modifiers
Craft a title with the core phrase + modifiers
• No more than 70 characters
Add core phrase and modifiers to meta keywords
• Less than twelve words
Make description a good pitch summary
Body
• Should be 300 to 700 words
• Core phrase 2 to 4 times in content. Closer to the
beginning the better.
• Surround by modifier words
25. Social media
Top networks/tools
•Twitter – Micro blogging
•LinkedIn – Business networking
•Facebook - Socializing
•Flickr – Photo sharing
•YouTube – Video sharing
•Meetup – IRL Networking
•Delicious – Social bookmarking
•Digg – Post sharing
•StumbleUpon – Post sharing
•Reddit – Post sharing
•FriendFeed – Post sharing
•Squidoo – Monetizing your content
•Associated Content – Monetizing your content
26. Resources
• www.opensourcecms.com – live CMS
demos (free)
• www.lynda.com – CMS training ($25/mo)
• www.cre8asiteforums.com - education
• www.clickz.com – marketing training
• www.problogger.com – Blogging/Web
Copywriting Tips
• www.copyblogger.com – Blogging/Web
Copywriting Tips (Dallas native)
• www.seomoz.com – SEO Tips & Advice
• www.leveltendesign.com/community – Web
dev and marketing best practices