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Website Testing, Publishing, Promoting, and Maintenance

Learn how to test, publish, promote, and maintain a website effectively. Understand the importance of website testing, server space, uploading files, and website promotion techniques.

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Website Testing, Publishing, Promoting, and Maintenance

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  1. 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

  2. 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

  3. 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

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

  5. 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

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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

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

  20. 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

  21. 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

  22. 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

  23. 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

  24. 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

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