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Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Slides and links:<br />www.wright.ru/dotcom<br />1<br />

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Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Components of online presence<br />2<br />

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Introduction<br /><ul><li> Multiple uses:

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Start-ups

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Non-profits

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Clubs

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Vanity domains

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Negligible technical skills needed:

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Technical basics are minimal – fundamentals covered today

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Many easy-to-use tools available

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Just requires knowledge and time</li></ul>3<br />

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Introduction<br /><ul><li> Low budget:

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Free and Open Source Software (FOSS) e.g. Mozilla, Apache, Linux

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Free proprietary resources e.g. Google, DNS services etc.

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Community support

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Professional:

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FOSS serves over two thirds of web sites globally

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Many prominent sites use free software

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Other examples: Firefox, Ubuntu, OpenOffice.org

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No reliance on ‘security through obscurity’

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Adoption of open source by governments and agencies</li></ul>4<br />

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Introduction<br /><ul><li> Many ways to achieve the same end results

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Future-proof your online presence:</li></ul>don’t opt for ‘all-in-one’ basic solutions that tie you to one provider<br /><ul><li> Today’s suggestions are relatively simple, yet powerful and scalable

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Using standard, popular FOSS packages also saves on hidden costs:

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Solutions are designed for non-technical users and have</li></ul>comprehensive, clear documentation and extensive support<br />from community forums<br /><ul><li> Open source means developers can get up to speed quickly</li></ul> and extend software for your precise needs easily<br />5<br />

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Introduction<br />Your interests:<br />6<br />

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About Me<br /><ul><li> Business analyst, project manager, enthusiast

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In e-Commerce before – and during – the dot-com bust

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IT and Development Manager for a banking consultancy

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Designed and implemented many web sites/apps for all purposes:

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Personal

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Non-profits

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Clubs

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E-commerce and fashion

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Small businesses

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International banks

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But I’m not a developer</li></ul>7<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Domain names:

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Leased, not bought

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No domain squatting: must be for fair use

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Parts: host name(s), secondary domain, top level domain (TLD)

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Example format: hostname.domain.tld

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Top level domains: .com, .net, .org etc.

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Consider registering your domain name in multiple variants and</li></ul> TLDs to avoid squatters, but don’t worry about obscure TLDs<br /> like .biz, .me and so on<br /><ul><li> Don’t fall for email scams offering renewals or related domains for</li></ul> a fee: always check availability with your trusted registrar<br />Internet configuration<br />8<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Domain registrars:

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Each TLD has a principal registrar (e.g. Verisign for. com)</li></ul>appointed by ICANN, who then appoints retail registrars<br /><ul><li> Many, many registrars but they differ on ease of use, customer</li></ul>service and price: choose a good one<br /><ul><li> Good .com registrars: GoDaddy.com, 1and1.com,</li></ul> namecheap.com, omnis.com<br /><ul><li> Bad (overpriced) registrars: Register.com, Network Solutions

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Consider opting for a private registration (free with some</li></ul> registrars) to hide your personal details from spammers<br />Internet configuration<br />9<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Registering a domain:

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Example: namecheap.com

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Cheap and includes anonymous WhoIs registration

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Search for domain(s) and add to your cart – consider other TLDs

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At checkout, define four contacts (ICANN requirement):

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Registrant

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Administrative

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Technical

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Billing

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Can all be the same; different contacts get different</li></ul> communications, e.g. DMCA complaints, renewal notices etc.<br />Internet configuration<br />10<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Registering a domain contd.:<br /><ul><li> You can turn on WhoisGuard at this point to protect your identity</li></ul> from spammers<br /><ul><li> Now define name servers (next topic) e.g. ns1.everydns.net,</li></ul>ns2.everydns.net and so on<br /><ul><li> Use external name servers for flexibility

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Do not choose any URL or email forwarding options

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Some registrars like GoDaddy will try to sell many additional</li></ul> services; ignore these with possible exception of web hosting<br /><ul><li> A good registrar may not be a good web host – check the web</li></ul> for unbiased reviews<br />Internet configuration<br />11<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Domain Name Servers:<br /><ul><li> Domain Name Servers translate a request from a domain</li></ul> name into the IP address of the relevant server<br /><ul><li> A domain name is easier to remember than 217.162.3.28

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Each host name within your domain and your mail servers can</li></ul>be pointed to the same or differing servers as necessary<br /><ul><li> You can use a registrar/web host’s provided DNS servers</li></ul> or use an external service<br /><ul><li> Recommendation: a free, reliable service like everydns.net</li></ul>which is affiliated with OpenDNS to ensure rapid propagation<br /> of DNS record changes through the internet (cached records)<br />Internet configuration<br />12<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records:<br /><ul><li> Example: everydns.net

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Register an account then choose the Add New Domain (basic)</li></ul> option in the left menu (ignore the other options)<br /><ul><li> Enter your domain name in the format domain.tld e.g. test.com</li></ul> (don’t include www or anything else at this stage)<br /><ul><li> Now click on your domain name in the left menu</li></ul>Internet configuration<br />13<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Types of DNS record:

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A record

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Master record for each server, must exist

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Points to the server’s IP address

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CNAME record

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Alias pointing to an A record’s name (not IP address)

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Simple example:

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A: londonbound.info  72.55.186.8

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CNAME: www.londonbound.info  londonbound.info

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MX: londonbound.info  72.55.186.8 with MX value 1</li></ul>Internet configuration<br />14<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Types of DNS record contd.:

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CNAME records are used for hosts within the domain</li></ul> e.g. www, mail, anderson(.ucla.edu)<br /><ul><li> CNAMEs can point to other servers when relevant, e.g.</li></ul> ghs.google.com for Google mail/calendar hosting<br /><ul><li> MX records point to mail servers; as many as you have,</li></ul> in order (MX values, lowest number for main server)<br /><ul><li> Ignore AAAA (IPv6) and NS (name server) record types

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For a new domain, add an A record for domain.tld, a CNAME</li></ul> for www.domain.tld and an MX for the mail server<br />Internet configuration<br />15<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Adding DNS records:

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For an A record:

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Fully Qualified Domain Name (FQDN): domain.tld

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Record Type: A

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Record Value: IP address of server

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Leave MX Value blank

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For a CNAME record:

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FQDN: hostname.domain.tld (e.g. www.hostname.tld)

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Record Type: CNAME

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Record Value: hostname.tld</li></ul>Internet configuration<br />16<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Adding DNS records contd.:

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For an MX record:

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FQDN: domain.tld

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Record Type: MX

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Record Value: domain.tld OR IP address

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MX Value: any numbers, in ascending order for each</li></ul> server (lowest number for main mail server, other<br /> records for failover mail servers)<br />Internet configuration<br />17<br />

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Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> DNS record examples: tutees.co.uk – points of note:

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There is a CNAME record for mail.tutees.co.uk – do not</li></ul> confuse with the MX record – this CNAME is for<br /> a webmail application (Google Apps in this case)<br /> at the URL http://mail.tutees.co.uk<br /><ul><li> There are several MX records which all point to Google Apps</li></ul> mail servers (Google hosts mail for this domain, but<br /> not the main web site – hosted elsewhere)<br /><ul><li> googleccb434ca6d800bb9.tutees.co.uk is a dummy record</li></ul>used by Google Apps to ensure domain ownership<br />Internet configuration<br />18<br />

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Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Web hosting:<br /><ul><li> You need a server with a constant internet connection to host</li></ul> your files, web pages and web applications<br /><ul><li> While you can use any computer and use a home/office</li></ul> broadband connection, upload speeds may not be good<br /> and you need a static IP address (not usually given to<br /> home/office users)<br /><ul><li> Simplest option: buy an all-in-one package when you buy</li></ul> your domain name<br /><ul><li> Potential downside: just a form of shared hosting; performance,</li></ul> capabilities and email accounts/features may be limited<br />Hardware & hosting<br />19<br />

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Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting:<br /><ul><li> The most common option for small sites with no great</li></ul> demands on server resources (memory and processor)<br /><ul><li> Look for latest unbiased reviews before choosing e.g. at www.webhostingtalk.com

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Can start here and upgrade later

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Reputable hosting companies:

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www.webhostingpad.com (+ free domain name)

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www.bluehost.com (+ free domain name)

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www.inmotionhosting.com

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Look for a cloud-based/automatic failover service</li></ul>Hardware & hosting<br />20<br />

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Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting contd.:<br /><ul><li> Two options: Windows and Linux hosting

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Linux is the default and is usually best:

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Cheaper

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More flexible (more software available)

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Don’t be put off: no scary command lines to tackle

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Everything is done through a web-based control panel

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Windows is only needed for Microsoft-specific services

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Shared hosting will include use of the host’s mail server and</li></ul> will probably include webmail, virus scanning, spam filter<br /><ul><li> Control panel will have built-in analytics, one-click installs etc.</li></ul>Hardware & hosting<br />21<br />

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Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting contd.:<br /><ul><li> Take backups of your data

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At least daily if you have a dynamic (database) site

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Control panel will have a backup management option – USE IT!

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Quick look at a typical control panel at my host: iWeb

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File Manager

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One-click installs (Fantastico) – great if no customizations

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Web usage stats

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Backups

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Database creation and administration</li></ul>Hardware & hosting<br />22<br />

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Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />More robust hosting options:<br /><ul><li> Virtual servers

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Quarter or half of resources of a physical server

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Command line access, full control over parameters

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Use control panel to get performance without hassle

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Dedicated servers

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Managed option: connectivity included, hardware</li></ul> monitored, full access, remote management etc.<br /><ul><li>Colocation

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Rent rack space, install and manage own servers

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Negotiate contracts with ISPs</li></ul>Hardware & hosting<br />23<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Groupware:<br /><ul><li> Generally, tools used widely across a group or that aid</li></ul> information exchange within a group<br /><ul><li> Includes email (shared address books), calendaring (free/busy,</li></ul> shared resource calendaring), CRM, knowledge databases<br /><ul><li> Why groupware and not standalone?

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Access Control Lists (ACL)

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Delegation

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Centralized administration (IT support)

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Share information geographically

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Improve coordination, ensure business continuity</li></ul>Groupware & desktop apps<br />24<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email:<br /><ul><li> Several free/open source options (no Microsoft Exchange)

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Google Apps Standard Edition is a great, free starting point:</li></ul> 50 users, no admin/hardware, but limits control<br /><ul><li> Advanced Commercial Open Source solutions: Zimbra, Scalix

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Free (limited, community supported) and paid versions

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Hosted or self-installed

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Zimbra is owned by VMWare (previously by Yahoo!)

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See www.zimbra.com/products/product_editions.html and www.scalix.com/community/communityedition</li></ul> /othereditions.php<br />Groupware & desktop apps<br />25<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email contd.:<br /><ul><li> Why is Google Apps a good choice?

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Free for 50 users, 7GB mail storage each

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Hosted solution: no hardware or software maintenance

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Cheap upgrade to Premier Edition for more storage

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Google high availability and quality of software

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Industry-leading spam filtering

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Includes options that cost extra with Zimbra & Scalix:</li></ul> attachment previews, mobile synchronization etc.<br /><ul><li> Intuitive administration through control panel

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Limitation: data access control for sites, but not for email yet</li></ul>Groupware & desktop apps<br />26<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email contd.:<br /><ul><li> Read more and sign up for Google Apps Standard Edition at</li></ul> www.google.com/apps/intl/en/group/index.html<br /><ul><li> Google partners with GoDaddy for domain registration

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If using an existing domain name, set up DNS records like</li></ul> we saw earlier<br /><ul><li> Quick example: managing settings and accounts for wright.ru

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Users can download installer to put shortcuts on desktop (using Google’s fast Chrome browser)</li></ul>Groupware & desktop apps<br />27<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Calendaring:<br /><ul><li> Quick meeting time arranger: doodle.com

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Google Apps uses the familiar Google Calendar

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Combine multiple calendars in one view (resources,</li></ul> colleagues, business and private calendars)<br /><ul><li> Standard Edition does not allow resource calendaring</li></ul> (rooms, projectors etc.) but can be worked around with<br /> regular accounts or public viewable calendars controlled<br /> by administrators<br />Groupware & desktop apps<br />28<br />

155.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Using Mozilla Thunderbird and Lightning as Google Apps clients:<br /><ul><li> Mozilla Thunderbird is a free, open source desktop mail client</li></ul> similar in features to Microsoft Outlook<br /><ul><li> Install Mozilla Lightning for an integrated calendar

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Convenience and speed of desktop apps, offline access</li></ul>(e.g. while traveling), avoid Google’s contextual advertising<br /><ul><li> Performance (particularly search) is better than Outlook

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Downloads at www.mozillamessaging.com/en-US/thunderbird/</li></ul> and www.mozilla.org/projects/calendar/lightning/<br /><ul><li> Full setup instructions at www.wright.ru/dotcom/thunderbird.rtf</li></ul>Groupware & desktop apps<br />29<br />

158.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Offline Google Apps access:<br /><ul><li> See the Offline links in Mail and Calendar to copy data to</li></ul> your hard disk using Google Gears<br />Synchronize/access Google Apps on your mobile device:<br /><ul><li> Click the Sync links in Mail and Calendar for options to use</li></ul> on Windows Mobile, iPhone, Nokia and Blackberry devices<br /><ul><li> See www.google.com/mobile/ for details</li></ul>Groupware & desktop apps<br />30<br />

159.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Documents:<br /><ul><li> More Google: Google Docs (as part of Google Apps)

160.
Intranet: Google Sites, Wikis (see Fantastico options)

161.
OpenOffice.org is a free, cross-platform, compatible alternative</li></ul> to Microsoft Office made by Sun (aka StarOffice)<br /><ul><li> Familiar interface and tasks:

162.
Writer = Word

163.
Calc = Excel

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Impress = PowerPoint

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Draw = Visio

166.
Base = Access</li></ul>Groupware & desktop apps<br />31<br />

167.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Customer Relationship Management:<br /><ul><li> Essential business tool: sales, marketing, knowledge transfer

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Central repository of information; retain when staff leave

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Access anywhere: no office-bound rolodexes or spreadsheets

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Aids/imposes workflow: teams, pipelines, targets, reporting

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Great as an email marketing campaign tool with tracking

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Integrate with web site for prospect registration

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Salesforce.com is the best-known option and has no up-front</li></ul> costs but can get expensive ($65/user/month)<br /><ul><li> Open source contender: www.sugarcrm.com

174.
Commercial and self-install (free) options</li></ul>Groupware & desktop apps<br />32<br />

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Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Customer Relationship Management contd.:<br /><ul><li> See www.sugarcrm.com/crm/community/sugarcrm- community.html for details of free self-install option

176.
Many community-contributed extensions at</li></ul> www.sugarforge.org<br /><ul><li> Installation follows typical pattern (similar to CMS – see later)

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Integrate with mail clients for instant archiving of client emails

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Example: installation used for e-commerce email marketing</li></ul>Groupware & desktop apps<br />33<br />

179.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Online backup services:<br /><ul><li> Great way to handle offsite backups without inconvenience</li></ul> of discs, tapes, rotation & replacement etc.<br /><ul><li> Microsoft Skydrive gives 25GB of storage for free (drag/drop)

180.
Unlimited storage and automated backup options:

181.
Mozy: www.mozy.com (2GB storage free or $5/month)

182.
Asus Web Storage: www.asuswebstorage.com ($40/year, backup 3 computers on one account)

183.
Backup web servers, or send local backups to a file server/</li></ul> network disk (NAS) using a file synchronization tool like<br />PureSync (free) so only one backup account is needed<br />Groupware & desktop apps<br />34<br />

184.
Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Other tools and resources:<br /><ul><li> Graphics: Inkscape (Illustrator), Paint.NET (Photoshop)

185.
PDF tools: CutePDF Writer, Foxit PDF Editor & Creator

186.
Open source ERP: Compiere, Openbravo

187.
Reporting: Jasper Reports and front-ends/derivatives</li></ul> like iReport (desktop) and OpenReports (web-based)<br /><ul><li> Chat/communications: Skype, Google Talk etc., Asterisk PBX

188.
Web conferencing: VNC (multi-OS remote desktop app), Skype, Mikogo, DimDim and VMukti (WebEx alternatives)

189.
Operating systems: Ubuntu and other Linux variations

190.
Almost anything! See SourceForge, HotScripts, Force.com etc.</li></ul>Groupware & desktop apps<br />35<br />

191.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems:<br /><ul><li> Engines for creating web sites easily with no coding

192.
Framework providing many common reusable functions like</li></ul> templates, menus, contacts, user registration, permissions<br /><ul><li> The most popular CMSs have hundreds of extensions</li></ul> for every conceivable purpose: e-commerce, classifieds, forums, customer service, chat, real estate<br /> listings, videos, photo galleries….<br /><ul><li> Popular CMSs include WordPress, Drupal and Joomla

193.
Joomla is simpler and does a lot; Drupal is the ‘pro’ option

194.
Joomla examples: londonbound.info, thomasmurray.com</li></ul>Web content & applications<br />36<br />

195.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Potential disadvantages of CMSs:

196.
CMSs can be very large and hard to locate/fix bugs for</li></ul> non-programmers<br /><ul><li> They impose a narrow range of ways of doing things:</li></ul> sites can look ‘samey’ (design, interface)<br /><ul><li> Can be hard to find/develop original, distinct designs</li></ul>to wrap around content<br /><ul><li> ‘Jack of all trades’: consider your requirements first,</li></ul> then decide if a CMS is a good fit for them or<br /> if custom development would be better<br />Web content & applications<br />37<br />

197.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Installing Joomla:

198.
Use Fantastico for automated install/upgrade (note:</li></ul> custom alterations can cause upgrades to break)<br /><ul><li> Download latest package from joomla.org in a zip, upload</li></ul> to web host, unzip and visit site to run automated<br /> installation/configuration wizard<br /><ul><li> Play with templates and content in admin back end

199.
Test drive basic Joomla features at demo.joomla.org:</li></ul> create an account and try the public front end<br /> and administrator back end<br />Web content & applications<br />38<br />

200.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Adding content is simple using the three-tiered structure</li></ul> in the administration back-end: section  category  item<br /><ul><li>Joomla extensions directory: extensions.joomla.org

201.
Currently has 4206 add-ons and an active support forum

202.
Community Builder extends Joomla’s basic user accounts to</li></ul> add extra user profile fields, links between users, avatar<br /> images etc. and acts as a framework for other extensions<br /> such as newsletters, blogs, forums and others –<br /> www.joomlapolis.com<br /><ul><li> Example: www.aboynelodge.org</li></ul>Web content & applications<br />39<br />

203.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Forum software:

204.
Standalone (can usually ‘bridge’ to CMS):

205.
phpBB: www.phpbb.com – advanced, most popular

206.
Vanilla: www.vanillaforums.org – lightweight, simple

207.
For Joomla: several; try the powerful and stable Agora</li></ul> or install a standalone forum and use a ‘bridge’<br /> extension to link them<br /><ul><li>Drupal: built-in forum module</li></ul>Web content & applications<br />40<br />

208.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Mobile clients (e.g. iPhone, Blackberry):

209.
Template systems can be used to reformat content</li></ul> for mobile devices (single column, low graphics)<br /><ul><li> 2 approaches: multi-site or multi-client

210.
Multi-site: direct users to a different URL with mobile</li></ul>template on same back-end, e.g. mobile.test.com<br /><ul><li> Multi-client: site has code which determines the client</li></ul> and delivers the content in appropriate template<br /><ul><li> Look for mobile templates for common CMSs/apps e.g.</li></ul> PDA-plugin + template for Joomla (multi-client)<br />Web content & applications<br />41<br />

211.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages:<br /><ul><li> A complicated field with many different requirements

212.
Make a list of features you need in advance, e.g. physical</li></ul> goods vs digital download, internationalization etc.<br /><ul><li> Evaluate software on several criteria: simplicity, scalability,</li></ul> design flexibility, payment options, tax rules engine,<br /> promotions and coupons, shipping options and price<br /> calculations, documentation and support<br /><ul><li> Very simplest option: a basic hosted (but paid) package like</li></ul>Shopify (www.shopify.com) or Yahoo! Store<br /><ul><li> Free, simple Joomla extension: VirtueMart, www.virtuemart.net</li></ul>Web content & applications<br />42<br />

213.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages contd.:<br /><ul><li> Advanced extension for Drupal: Ubercart – www.ubercart.org

214.
Newer standalone packages challenging commercial engines:

215.
PrestaShop: www.prestashop.com – free, advanced</li></ul> features, impressive AJAX interface, templating<br /> system based on popular Smarty standard<br /><ul><li>Magento: www.magentocommerce.com – heavyweight </li></ul> option used by many high-profile companies but<br /> can be downloaded and used for free; complex,<br /> requires developers and powerful server (not<br /> shared hosting); an emerging standard<br />Web content & applications<br />43<br />

216.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages contd.:<br /><ul><li> Obviously there is a lot more to starting an e-commerce</li></ul> business than just the web site/technology<br /><ul><li> I have a checklist of many of the other aspects that also need</li></ul> to be considered; it is UK-specific but I can share it with<br /> anybody who is interested<br /><ul><li> Considerations include: merchant accounts, fraud rules,</li></ul> accounting, customer service, returns processing, logistics,<br /> company administration etc.<br />Web content & applications<br />44<br />

217.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization:<br /><ul><li> SEO boosts organic search results; tricky, but very cost</li></ul> effective compared to paid placement/advertising and<br /> not subject to click fraud – in your control<br /><ul><li> The goal: higher ranking  more clicks  higher ranking

218.
Achieve by keeping control of SEO to focus on readable</li></ul> content, or select an ‘ethical’ SEO company<br /><ul><li> Main concepts: content should be fresh, relevant and</li></ul> trusted by others – aim for domain expertise/thought<br /> leadership<br />Web content & applications<br />45<br />

219.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to do:

220.
Update content regularly, e.g. with a blog or white papers

221.
Consider allowing (spam-moderated) user comments</li></ul> to get feedback and add user-generated content<br /><ul><li> Divide content into short pages covering discrete topics

222.
Put your keywords in the page title/HTML title tag and use</li></ul> accurate meta-tags (description and keywords)<br /><ul><li> Use relevant text for links, not just ‘click here’

223.
Use a clean design template and cut down on JavaScript</li></ul> to keep keywords high up on page/in HTML<br />Web content & applications<br />46<br />

224.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to do contd.:

225.
Repeat key phrases regularly without overdoing it</li></ul> (keyword density)<br /><ul><li> Use search-engine friendly (SEF) URLs like</li></ul> www.mysite.com/interesting-article/ instead of<br /> www.mysite.com?articleid=237 (CMS function)<br /><ul><li> Use a robots.txt file on the server to tell spiders how to</li></ul> crawl your site; see robotstxt.org<br /><ul><li> Help others link to you with social bookmarking e.g. Digg,</li></ul> Twitter, Facebook etc. – can use a CMS module<br />Web content & applications<br />47<br />

226.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to avoid:

227.
Do not ‘hide’ content from search engines:

228.
Behind login functions, unless necessary

229.
In graphics (use ‘alt’ text to describe images)

230.
In Flash content

231.
In frames or iframes

232.
No keyword spamming, hidden text (e.g. white on white)</li></ul>or ‘cloaked’ landing pages only for search engines<br /><ul><li> Do not use link exchanges or paid links

233.
In short, keep it readable and honest</li></ul>Web content & applications<br />48<br />

234.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Tools and resources:

235.
Web log analysis to see how people attempt to/find you</li></ul> using reports like AWStats, Webalizer, Analog<br /><ul><li> Google Analytics visit stats – www.google.com/analytics

236.
For popular sites and comparisons, use Alexa (alexa.org)</li></ul> to check rank, trends, and keywords<br /><ul><li> Install Google Toolbar to check PageRank (0-10): a</li></ul> measure of site importance – links as ‘votes’<br />Web content & applications<br />49<br />

237.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Tools and resources contd.:

238.
Submit to the Open Directory Project, www.dmoz.org –</li></ul> human editors; used by Google and others<br /><ul><li> Google Webmaster Tools: google.com/webmasters/tools

239.
Sitemaps: a standard used by MSN, Yahoo, Google

240.
See sitemaps.org, Google Webmaster Tools</li></ul>and generators at xml-sitemaps.com and<br />various tools for CMS sitemap generation<br />and submission e.g. JCrawler for Joomla<br />Web content & applications<br />50<br />

241.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Further reading:

242.
Google’s SEO guidelines: www.google.com/support/</li></ul> webmasters/bin/answer.py?answer=35291<br /><ul><li> Google SEO starter guide:</li></ul> www.google.com/webmasters/docs/search-<br /> engine-optimization-starter-guide.pdf<br /><ul><li> Yahoo’s SEO guidelines: help.yahoo.com/l/us/yahoo/</li></ul> search/ranking/ranking-02.html<br />Web content & applications<br />51<br />

243.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising:<br /><ul><li> Top providers in descending order of reach:

244.
Google AdWords and AdSense (inc. AOL, Ask.com,</li></ul> NYTimes.com) – adwords.google.com<br /><ul><li>DoubleClick (now owned by Google) – doubleclick.com

245.
Yahoo (formerly Overture) – searchmarketing.yahoo.com

246.
Microsoft/MSN – advertising.microsoft.com

247.
Benefits: targetable, trackable, broad reach

248.
Pitfalls: click fraud (10-20%?), trademark infringement</li></ul>Web content & applications<br />52<br />

249.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Most common option is Pay Per Click (usually auctioned)

250.
Response rates can vary hugely: constant monitoring and</li></ul> adjustment is crucial; altering just one or two words can<br /> make a huge difference to both costs and results<br /><ul><li> Target extremely carefully to avoid wasted clicks: by sites</li></ul> visited (interests, behavior), geography (by IP or zip) etc.<br /><ul><li> Set clear objectives and use tools to predict response, and tie</li></ul> budget to goals in order not to let expenditure run away<br /><ul><li> Landing pages must engage and ‘sell’ as much as the adverts:</li></ul> don’t link to a standard home page and hope for sales<br />Web content & applications<br />53<br />

251.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Consider both reach and frequency (over- and under-exposure)

252.
Users should respond after a few exposures (<10); try not to</li></ul> hit the same people over and over again e.g. by limiting<br /> impressions per site in AdSense or by using cookie tracking<br /><ul><li> Spread advert placement over many sites and content</li></ul> categories to improve reach, not just one site<br /><ul><li> Multimedia adverts capture attention/clicks better than static</li></ul>Web content & applications<br />54<br />

253.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> A closer look at Google AdWords and AdSense:

254.
Short, text-based (and more recently graphical)

255.
AdWords – shows adverts alongside search results

256.
AdSense – places adverts on relevant web sites

257.
Access both programs through adwords.google.com

258.
Sign up safely without fear of being charged – you have</li></ul> full control and can estimate campaign expenses<br /> and set budget limits in advance<br /><ul><li> Starter Edition: a single product or business; text only

259.
Standard Edition has more targeting and tracking options</li></ul>Web content & applications<br />55<br />

260.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Create advert groups (based on keyword groups) and</li></ul> campaigns (based on target locations and languages)<br /><ul><li> Define a budget per campaign (daily/monthly)

261.
Set cost-per-click per advert based on Google’s placement</li></ul> predictions<br /><ul><li> Higher relevancy quality can reduce cost per click: pay</li></ul> close attention; small adjustments can slash costs<br /> as well as affecting advert placement<br /><ul><li> Define advert placement to display in AdSense, select</li></ul> or exclude specific web sites etc.<br />Web content & applications<br />56<br />

262.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Useful tools:

263.
AdWords has a built-in keyword suggestion tool that</li></ul> predicts impressions, clicks, and suggests bids<br /><ul><li> Google’s Search-Based Keyword Tool scans your site</li></ul> for suggested keywords and gives more data:<br /> www.google.com/sktool/<br /><ul><li> Further reading:

264.
Perry Marshall, AdWords guru: perrymarshall.com

265.
www.doubleclick.com/insight/research/ – reports on</li></ul> click fraud, campaign optimization and more<br />Web content & applications<br />57<br />

266.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing:<br /><ul><li> Where to find outsourced developers/workers:

267.
www.elance.com – huge site but charges both sides

268.
www.odesk.com – better vetting/visibility of experience &</li></ul>project management tools to track progress and cost<br /><ul><li> Others: guru.com, rentacoder.com

269.
Think quality: requirements, contracts, communication, results

270.
Problem: difficult to separate the wheat from the chaff

271.
A few precautions can aid success (common sense but easier</li></ul> said than done)<br />Web content & applications<br />58<br />

272.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing contd.:<br /><ul><li> Specify requirements very clearly in contract; consider hiring a</li></ul>business analyst/project manager to define and oversee<br /><ul><li> Inspect code for good comments: even the original</li></ul> developer will have trouble maintaining or extending his<br /> code later without this, and you are unlikely to get the same<br /> developer anyway<br /><ul><li> Beware of scope creep: get version 1 finished and in use; avoid</li></ul> detail overload; understand the product you’re paying for<br /><ul><li> Allow extra budget for scope creep/unanticipated hitches</li></ul> anyway: they won’t be in the original quote<br />Web content & applications<br />59<br />

273.
Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing contd.:<br /><ul><li> Select developers based on experience, references, cover</li></ul> letter and understanding of project, not just cost:<br /> don’t underestimate the cost of wasted time (esp. yours)<br /><ul><li> Make sure you can communicate well, particularly with a</li></ul>language barrier: no ‘lost in translation’<br /><ul><li> Consider hiring a trusted expert to review code: cheaper than</li></ul> employing them to do the whole job, and can save money<br /> overall; don’t need perfection, just avoid a mess<br /><ul><li> Beware of licensing restrictions: copyright theft, contravention</li></ul> of open source licenses (return to community if required)<br />Web content & applications<br />60<br />

274.
Dot Com in a Day<br />Questions for offline follow-up:<br /><ul><li> Virtualization technologies: outside my expertise, although I can talk in general</li></ul> terms about hardware and software virtualization and available solutions<br /><ul><li> Software (and platform) as a service:

275.
Salesforce’s Force platform, Google Apps, SAP Business ByDesign

276.
Many more at www.saas-showplace.com

277.
Web and user interface design:

278.
Don’t Make Me Think! A Common Sense Approach to Web Usability</li></ul> (Steve Krug, New Riders, 2000) + his website www.sensible.com<br /><ul><li>Designing Web Usability (Jakob Nielsen, Peachpit Press, 1999)</li></ul> + his website/newsletter www.useit.com<br />61<br />

279.
Dot Com in a Day<br /> Contact: Andrew Wright andrew.wright.2010@anderson.ucla.edu<br />QUESTIONS?<br />62<br />