2. 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

3. 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

4. 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

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

6. 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

7. Server Space
Chapter 7: Promoting and Maintaining a Website

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. Online Promotional Techniques
Chapter 7: Promoting and Maintaining a Website

21. 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

22. 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

23. 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

24. 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

25. 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