Back to Table of Contents

Web Site ManagementWeb Site Management

Back to Table of Contents


Positioning a Web SitePositioning a Web Site

Back End Management ToolsBack End Management Tools

2


SectionSection 11-1

SectionSection 11-2

Chapter 11


Section 11-1Why It’s Important

When a user conducts a Web search, site arrangement is significant.

A number of factors are taken into consideration in search-engine lists.

Since most viewers give their primary attention to the first few Web pages listed, businesses strive to be among those at the top.

3Section 11-1


Section 11-1 Key Terms

position

title element

meta data

robots

pay-per-click

4Section 11-1


Maximizing Your Web Site in a Search Engine

To reach as many Internet users as possible, you can register your Web site with a search engine.

5Section 11-1


Maximizing Your Web Site in a Search Engine

To register with a search engine:

6Section 11-1

Open your Web browser and go to a search engine.

Open your Web browser and go to a search engine.

Locate the search engine’s site submission page.

Locate the search engine’s site submission page.

Type in your site’s URL into the search engine’s form and submit it.

Type in your site’s URL into the search engine’s form and submit it.


Placement of a URL

Since most search tools only display 10 or 12 results per page, and since most customers will not look beyond the first page, position is crucial for success.

position in e-commerce, refers to the placement of a URL in search-engine results

7Section 11-1


Placement of a URL

To get your site closer to the top of the results pages, place your keywords in HTML text somewhere on the upper portion of your page.

Also, make sure your important information is on your home page.

8Section 11-1


Placement of a URL

Because position is so important, Web designers and copywriters create pages with crawler-based search engines in mind.

Crawler-based search engines create listings automatically, using programs that move through links and pages.

9Section 11-1


Placement of a URL

Every HTML document must have a title element in the head section of the page code.

title element an HTML element for the lead section of the page code

10Section 11-1

It is important to write descriptive titles.


Placement of a URL

One way to boost your position with crawler-based search engines is to use meta data within a meta tag.

meta data information about a document contained within a meta tag

11Section 11-1


Placement of a URL

Internet surfers do not see the meta tags, but robots do.

robots automated programs that follow links to visit Web sites on behalf of search engines or directories

12Section 11-1


Placement of a URL

Put some thought into the keywords you include in your page’s meta tags.

Crawler-based search engines use the keywords to locate and rank your page.

You are allowed to index 200 to 250 characters in this text.

13Section 11-1


Placement of a URL

Internet search tools also sell companies a better position in their database with pay-per-click agreements.

pay-per-click revenue model wherein companies only pay for qualifying clicks to the destination site based on a prearranged rate

14Section 11-1


Placement of a URL

Some search engines display pay-for-performance search results separately from crawler-based listings.

These paid business listings are displayed prominently before the actual search results are shown.

15Section 11-1


Section 11-1 Review

What is a pay-for-performance search result?

What is a crawler-based search engine?

What is pay-per-click? How does it affect Web-site placement on a listing?

What are robots on a Web page?

1.

2.

3.

16

4.

Section 11-1


Section 11-2Why It’s Important

In e-commerce what goes on behind the scenes can in many ways be more important than what the customer sees on a site.

Carefully planning the operational components is a key step toward ensuring a successful online business.

Section 11-2 17


Section 11-2 Key Terms

back-end management

server

bandwidth

Structured Query Language

PHP

18Section 11-2


Back End Management

Before you put your e-store online, you need to give some thought to back-end management.

19Section 11-2

back-end management behind-the-scenes operations of a business; the infrastructure of your online company—the part that helps people find, buy, and receive what they’re seeking


Back End Management

If your back-end management is organized and efficient, your customers will have a good experience and will probably come back.

20Section 11-2


Servers

Your first step in setting up an e-commerce Web site should be choosing a Web host or server.

21Section 11-2

server a computer system that provides access to the Internet; also called a Web host

Servers

22

Factors to Consider When Choosing a Server

Section 11-1

a secure connection for

credit-card transactions

a secure connection for

credit-card transactions

a CGI Bin for form processing

a CGI Bin for form processing

adequate bandwidth adequate

bandwidth

adequate storage space

adequate storage space


Servers

If you expect to have a lot of traffic on your Web site, be sure to find a host that can provide you with maximum, and preferably unlimited, bandwidth.

23Section 11-2

bandwidth determines the amount of traffic that the server will allow on your site


Servers

If a Web site does not have enough bandwidth, the business can go offline or have to pay an extra charge for the additional traffic.

24Section 11-2


Databases

If your online business sells large numbers of different products, and your stock is constantly changing, you might want to consider developing a database-driven site.

25Section 11-2


Databases

You can build a site that automatically customizes your visitors’ pages using Structured Query Language (SQL) and PHP.

26Section 11-2

Structured Query Language (SQL) a standardized language for requesting information from a database

PHP a scripting language that can be embedded in HTML


Databases

A database-driven site can:

27Section 11-2

process search information

gather all relevant products

present those products on one page


E-Stores and Shopping-Cart Software

An e-commerce business can collect payment for customers’ purchases using a service like PayPal.

However, if you want to do it yourself, you can buy shopping-cart software that will help you set up a shopping cart on your Web site.

28Section 11-2


E-Stores and Shopping-Cart Software

Another option is to work through an e-store such as Yahoo! Stores.

For an annual fee, an e-store provides all the back-end management tools you need, including a shopping cart.

29Section 11-2


Section 11-2 Review

What is bandwidth? What considerations must a Web-site author be aware of when adding bandwidth to a site?

What factors should be considered when choosing a Web site server?

How can a database-driven site make customers’ searches very efficient?

What are some ways in which e-commerce businesses can collect payment for customers’ purchases?

1.

2.

3.

30Section 11-2

4.


31


End ofEnd of

Back to Table of Contents

Date post:	16-Jan-2016
Category:	Documents
Upload:	abra
View:	19 times
Download:	0 times

Back to Table of Contents

Documents