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Back to Table of Contents. 11-1. 11-2. Section. Section. Chapter 11. Web Site Management. Positioning a Web Site. Back End Management Tools. 2. Section 11-1 Why It’s Important. When a user conducts a Web search, site arrangement is significant.

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  1. Back to Table of Contents

  2. 11-1 11-2 Section Section Chapter 11 Web Site Management Positioning a Web Site Back End Management Tools 2

  3. 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. Section 11-1 3

  4. position title element meta data robots pay-per-click Section 11-1Key Terms Section 11-1 4

  5. 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. Section 11-1 5

  6. Maximizing Your Web Site in a Search Engine To register with a search engine: Open your Web browser and go to a search engine. Locate the search engine’s site submission page. Type in your site’s URL into the search engine’s form and submit it. Section 11-1 6

  7. 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,positionis crucial for success. positionin e-commerce, refers to the placement of a URL in search-engine results Section 11-1 7

  8. 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. Section 11-1 8

  9. 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. Section 11-1 9

  10. Placement of a URL Every HTML document must have a title elementin the head section of the page code. title elementan HTML element for the lead section of the page code It is important to write descriptive titles. Section 11-1 10

  11. Placement of a URL One way to boost your position with crawler-based search engines is to usemeta data within a meta tag. meta datainformation about a document contained within a meta tag Section 11-1 11

  12. Placement of a URL Internet surfers do not see the meta tags, but robots do. robotsautomated programs that follow links to visit Web sites on behalf of search engines or directories Section 11-1 12

  13. 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. Section 11-1 13

  14. Placement of a URL Internet search tools also sell companies a better position in their database withpay-per-clickagreements. pay-per-clickrevenue model wherein companies only pay for qualifying clicks to the destination site based on a prearranged rate Section 11-1 14

  15. 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. Section 11-1 15

  16. Section 11-1Review 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. 4. Section 11-1 16

  17. 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

  18. back-end management server bandwidth Structured Query Language PHP Section 11-2Key Terms Section 11-2 18

  19. Back End Management Before you put your e-store online, you need to give some thought toback-end management. back-end managementbehind-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 Section 11-2 19

  20. Back End Management If your back-end management is organized and efficient, your customers will have a good experience and will probably come back. Section 11-2 20

  21. Servers Your first step in setting up an e-commerce Web site should be choosing a Web host orserver. server a computer system that provides access to the Internet; also called a Web host Section 11-2 21

  22. Servers Factors to Consider When Choosing a Server a secure connection for credit-card transactions a CGI Bin for form processing adequate bandwidth adequate storage space Section 11-1 22

  23. 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. bandwidth determines the amount of traffic that the server will allow on your site Section 11-2 23

  24. 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. Section 11-2 24

  25. 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. Section 11-2 25

  26. Databases You can build a site that automatically customizes your visitors’ pages usingStructured Query Language(SQL)andPHP. Structured Query Language (SQL) a standardized language for requesting information from a database PHP a scripting language that can be embedded in HTML Section 11-2 26

  27. Databases A database-driven site can: • process search information • gather all relevant products • present those products on one page Section 11-2 27

  28. 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. Section 11-2 28

  29. 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. Section 11-2 29

  30. Section 11-2Review 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. 4. Section 11-2 30

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  32. End of Back to Table of Contents

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