Chapter Objectives Explain how to test a website before it is published Describe how to publish a website to a web server Identify ways to promote a published website Discuss the importance of maintaining and evaluating a published website Chapter 7: Promoting and Maintaining a Website

Website Testing Self-Testing Images and multimedia should appear and work Test the navigation and search tools Test internal and external links WAI guidelines Use optimization tools provided by your WYSIWYG editor Correct any problems that arose Use different browsers, devices, and screen sizes Chapter 7: Promoting and Maintaining a Website

Target Audience Testing Website Testing Target Audience Testing Which pages appear to appeal to them? Which pages appear to disinterest them? How much time do they spend on various pages? Which links do they visit or ignore? How easily do they navigate the website? Do they at any time demonstrate any confusion or frustration? Chapter 7: Promoting and Maintaining a Website

Website Publishing Server space Uploading website folders and files Retesting published pages Chapter 7: Promoting and Maintaining a Website

Server Space All files must be uploaded to a web server What to consider while searching for a web hosting company Fees Server space Technical support Nonscheduled downtime Support for additional technologies Process for uploading website files to the server Servers subject to security breaches or hacking Type of server Chapter 7: Promoting and Maintaining a Website

Server Space Chapter 7: Promoting and Maintaining a Website

Uploading Website Folders and Files Uploading all website files to the server specified by your web hosting service Three methods Computer’s operating system FTO client software Publishing feature in WYSIWYG editor Chapter 7: Promoting and Maintaining a Website

Uploading Website Folders and Files File management system organizes documents and files into folders Upload directly from computer’s hard disk to the host’s web server Drag and drop folders Chapter 7: Promoting and Maintaining a Website

Uploading Website Folders and Files A WYSIWYG editor allows you to upload your website directly from within the program Microsoft Expression Web Chapter 7: Promoting and Maintaining a Website

Uploading Website Folders and Files An FTP client is used to transfer files using the FTP protocol Provides split view of folders and files on a local computer and remote computer After you publish the website, you can sync the files, which makes sure they any changed files are the same on both servers. Chapter 7: Promoting and Maintaining a Website

Retesting Published Pages Confirm that all images display properly Make certain that no broken links exist Ensure all interactive elements, such as forms, function 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 Skim the content Chapter 7: Promoting and Maintaining a Website

Website Promotion Promote your website to reach the target audience Online promotional techniques Social media Search tools Search engine optimization Search tool submission services Affiliate programs Advertising networks Types of online ads Opt-in advertising Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Social Media Sharing updates Reminding customers of an event Creating a poll Linking to a photo Most websites have a social media navigation bar Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Search Tools Users can find your relevant webpages using specific keywords You can wait for search engines’ spiders to find your pages and add them to their indexes You can register your website’s URL with major search engines and directories Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Search Engine Optimization (SEO) Refers to applying design and development techniques to your webpage to increase the possibility that they will appear near the top of a search results list for specific keywords Paid or sponsored search results placement Pay-per-click Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Search Tool Submission Services Business that registers websites with multiple search tools Pick one that registers your website with the most frequently used search tools Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Affiliate Programs Advertiser pays a fee on sales generated by visitors driven to the website by links on publishers In-app advertising Affiliate management networks Amazon.com Associates program iTunes Affiliates Program Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Advertising Networks Brings together companies that want to purchase online or in-app advertising with companies that want to sell ads on their websites or in their apps Banner ads and sidebar ads Click-through Pop-up ads Rich media ads, floating ads, expandable banner ads, and multimedia ads Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Chapter 7: Promoting and Maintaining a Website

Online Promotional Techniques Opt-in Advertising Also called permission-based advertising Recipient must formally agree to receive advertising The recipient gets information he or she wants, and the advertiser can send a targeted message Chapter 7: Promoting and Maintaining a Website

Traditional Promotional Techniques Word of mouth Telling people about your website Print material URL appears on printed materials Promotional giveaways Magnets, coffee mugs, coasters, T-shirts, etc. Chapter 7: Promoting and Maintaining a Website

Website Maintenance and Evaluation Ongoing Maintenance, Updating, and Retesting Add and promote 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 Chapter 7: Promoting and Maintaining a Website

Website Maintenance and Evaluation Evaluating Website 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 Website

Chapter Summary Explain how to test a website before it is published Describe how to publish a website to a web server Identify ways to promote a published website Discuss the importance of maintaining and evaluating a published website Chapter 7: Promoting and Maintaining a Website