Intro to Building & Marketing Your Own Website
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Explores how websites work, options for building a website, free CMSs & tools, and options for marketing your site.
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Intro to Building & Marketing Your Own Website
- 1. 06.14.09 Intro to Building & Marketing Your Own Website [MM.DD..YY] [PRESENTER]
- 2. How the internet works
- 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>
- 4. How does a web server work?
- 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
- 14. Tools Required • FTP: FileZilla • Archiver: 7-Zip • CMS • Web hosting Optional • Graphics: Gimp / Photoshop Express • Telnet/SSH: PuTTY • Google Analytics • Feedburner
- 15. Selecting a domain •Short •Memorable •Unique (not easily confused or misspelled) •Easy to tell people •Use keywords
- 16. Selecting a host Types of hosting •Dedicated/VPS •Shared •Cloud LAMP vs Windows Control panels
- 17. Selecting a host Recommendations •Server: LAMP •Linux •Apache •MySQL •PHP •Host Providers •000WebHost.com (Free) •BlueHost.com ($100/yr) •MediaTemple.net ($200/yr)
- 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
- 20. Two sides of search engine marketing
- 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