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Site Planning

Site Planning. Week 2. Site Planning - Module Overview Weds Mornings. How the Internet works Web Clients and Web Servers Designing a Web Site Domain names Web Hosting Navigation schemes Content and Content management Legal and Financial issued Internet Marketing

jileen-caffrey
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Site Planning

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  1. Site Planning Week 2

  2. Site Planning - Module OverviewWeds Mornings • How the Internet works • Web Clients and Web Servers • Designing a Web Site • Domain names • Web Hosting • Navigation schemes • Content and Content management • Legal and Financial issued • Internet Marketing • Search Engine Optimisation

  3. This Week • How the Internet works • Web Browsers and Web Servers • Planning a Web Site

  4. The Internet - The Users View(“I’m going on the Internet”) The Internet T Web Browser Computer people often draw complex networks (that we don’t want to have to explain) as clouds!

  5. The Internet - The Advanced Users View The Internet T Web Browser Web Servers All called www something (except when they are not!) Technical note: This idea of having quite simple programs (like web browsers) getting information from web servers is often called client/server computing

  6. The Internet - The Experts View T Web Browser The Internet consists of three things: Computers (both Clients and Servers) that either request or provide a service, Routers that receive messages and decide how to “Route” them and lots of bits of wire, fibre optic links etc

  7. Routers T Web Browser Routers receive “packets” of data and decide the best way to send them to help them get where they want to go. If a router, or a connecting link, fails the Internet continues to work as there is always another way to get the data where it is going

  8. Protocols – Rules for using the Internet • Last week we discussed that the Hypertext Transfer Protocol (HTTP) is the set of rules that web browsers use to request pages from web servers • There are lots of Internet protocols – in the Dreamweaver class last week we transferred web pages to the server using the File Transfer Protocol (FTP) – a set of rules for copying files across the internet • These protocols exist to allow different programs to co-exist. For example as long as a web browser follows the rules of HTTP it can request a web page from any web server – it doesn’t matter if you are using Internet Explorer, Firefox, Safari or any other browser. It also doesn’t matter which software the web server is using • Similar protocols exist for other types of data – if you have ever set up a home Internet connection you might have got involved with the SMTP, POP or IMAP protocols for your email.

  9. IP – The Mother of all Protocols • The most important Internet protocol is called the Internet Protocol (IP) – this is the one that makes sure your HTTP, FTP, SMTP (or whatever information) gets to the right place. • Every computer and router on the Internet has an numeric “IP address” usually written as four numbers (0-255) separated by dots (e.g. 123.7.231.4) • Data that needs to be sent across The Internet is wrapped up in an “IP packet” which is addressed with the IP address of where it has to go and the IP address of the computer that sent it.

  10. IP Routing T Web Browser (123.200.7.23) 56.23.1.78 The web browser at IP address 123.200.7.23 wants a web page from a web server at 56.23.1.78. The browser builds a HTTP request for the page, wraps it in an IP packet with the correct addresses and the routers send it there. The web server builds a reply in HTTP, chops this into multiple IP packets (they have a maximum size) addresses them to the browser and lets the routers do their job.

  11. TCP • You’ve possibly heard of TCP/IP? • TCP Transaction Control Protocol handles the automatic resending of any IP packets that fail to arrive at their destination. • Why might we sometimes not care if some data is lost in transmission and not want to use TCP?

  12. That’s Just About It… • The Internet consists of lots of bits of wire and routers. If you pass a properly addressed IP packet to an Internet router it will nearly always get where you want it to go. The TCP protocol will manage this if you need to be sure • Once the packet has arrived the server will unwrap the packet and read the contents. If you’ve sent an HTTP request to a web server you’ll probably get a web page, if you sent FTP data to a FTP server you’ll either get or receive a piece of data. • If you send a HTTP request to a FTP server (or vice versa) you can expect to be ignored! • You already know that a client can do several things at once – servers can too - so a computer might be both a HTTP and FTP server (like Bluebox) and might also be a client to something else. As long as a computer is running a server service, and connected to the Internet, clients can access it.

  13. Internet Utility programs • In Windows use Start; Run. Type cmd and click OK- this will give you a command prompt (which you need for running Windows utility programs.) • Ping allows you to see how well an Internet connected computer is working. Enter Ping www.google.co.uk <enter>. This will return the IP address of the site and tell you how long it takes for the information to reach you. Enter other Internet names or IP addresses as you wish • Tracert (traceroute) is similar but shows you the IP address of each router involved in delivering the packet • http://dr.xoozoo.com/ip/ - allows you to locate an IP address

  14. Ping C:\Documents and Settings\IBM USER>pingwww.google.com Pinging www.google.com [209.85.229.99] with 32 bytes of data: Reply from 209.85.229.99: bytes=32 time=23ms TTL=243 Reply from 209.85.229.99: bytes=32 time=27ms TTL=243 Reply from 209.85.229.99: bytes=32 time=27ms TTL=243 Reply from 209.85.229.99: bytes=32 time=24ms TTL=243 Ping statistics for 209.85.229.99: Packets: Sent = 4, Received = 4, Lost = 0 (0% loss), Approximate round trip times in milli-seconds: Minimum = 23ms, Maximum = 27ms, Average = 25ms

  15. Traceroute (tracert on Windows) C:\Documents and Settings\IBM USER>tracert www.google.com Tracing route to www.l.google.com [209.85.229.99] over a maximum of 30 hops: 1 <1 ms <1 ms <1 ms 192.168.1.1 2 11 ms 8 ms 13 ms 10.95.0.1 3 9 ms 9 ms 10 ms 62.31.32.40 4 11 ms 9 ms 10 ms win-bb-b-ge-230-0.network.virginmedia.net [195.182.178.141] 5 10 ms 11 ms 15 ms win-bb-a-ae0-0.network.virginmedia.net [213.105.172.161] 6 15 ms 16 ms 15 ms man-bb-b-so-110-0.network.virginmedia.net [62.253.185.137] 7 24 ms 29 ms 25 ms tele-ic-3-ae0-0.network.virginmedia.net [212.43.163.70] 8 25 ms 23 ms 21 ms 162-14-250-212.static.virginmedia.com [212.250.14.162] 9 28 ms 22 ms 21 ms 209.85.252.76 10 84 ms 22 ms 22 ms 72.14.232.134 11 32 ms 39 ms 28 ms 216.239.49.45 12 29 ms 35 ms 37 ms 209.85.243.77 13 22 ms 22 ms 22 ms ww-in-f99.google.com [209.85.229.99] Trace complete.

  16. Domain names and IP Addresses • Another IP Address for Google is 74.125.79.99 – enter this into your browser to go there. • We don’t need to use IP addresses to access Internet devices – generally we just use names like www.google.co.uk • A process called DNS ( A service on the Internet that works a bit like directory enquiries) tells our computer what IP address to use.

  17. Internet Quiz • What three types of thing make up the Internet? • What is a client, what is a server? • Can a computer be both a client and a server? • What does a router do? • What is the purpose of the following protocols: • HTTP, FTP, SMTP, IP, TCP? • What does an IP address look like? • What do the ping and traceroute utilities do? • What service converts friendly names to IP addresses the Internet can use?

  18. Web Server Exercise Please read: http://en.wikipedia.org/wiki/Web_server and find answers to the following questions: • As well as serving web pages to web browsers that ask for them what other features might web servers offer? • Which are the three most popular web servers?

  19. Web Browser Exercise Read http://en.wikipedia.org/wiki/Web_browser and answer the following questions. • Do any browsers completely support XHTML and CSS? • Why is Adobe Dreamweaver a better web development program than Microsoft FrontPage? • Which are the most popular browsers? See http://en.wikipedia.org/wiki/Usage_share_of_web_browsers

  20. Planning a Web Site

  21. Planning a website • What is it? • What will it do? • What makes the website special / different / unique? • What / Who / Where are the website’s target markets? • What are the website’s business objectives? • Who are the website’s competitors?

  22. Things to do • Researching and choosing a domain name • Registering the domain name • Researching and choosing a hosting service • Designing and planning the actual site • Site content • Navigation of site • Design / look of site • Using Internet marketing techniques to promote the website

  23. What is the website? • Online presence for a company or individual • Online shop • Online service • Search Engine or Directory? Think of examples of each of these

  24. What will the website do? Example: A website for an existing Language translation company • Promote translation services for five European languages. • Provide translation service to financial and IT businesses.

  25. Exercise: In groups of 2 or 3: List all possible additional activities that a translation service website could do

  26. Translation service website – Some other activities: • Attract freelance translators to enquire after job opportunities and thus expand contact database. • Provide links to translation sites such as The Institute of Translators and Interpreters and the Institute of Linguists. • Provide a facility for quotes, timescales and areas of specialisation.

  27. Two Minute Brainstorm • What other things could a website do to aid a business?

  28. Some ideas: • Attract queries from distributors • Help reach a global market • Market research (feedback) • Marketing (exposure for product) • Offer advice • Offer new products • Offer online ordering • Provide up to date information • Provide contact information / location / maps • Provide product information • Recruitment • Etc…

  29. Exercise: For the translation services website: • What (if anything) is unique about this website / business? • What / Who / Where are their target markets? • What types of visitor does the site hope to attract? • What information will visitors want? • What information could / will visitors contribute? • Where will most of the traffic generate from? What are the business objectives? Who are their competitors?

  30. What is unique about this website / business? • Facilities • Location • Products or service • Quality / variety / speciality

  31. What / Who / Where are the target markets? • What type of visitors does the site hope to attract? • What information will visitors want? • What information will visitors contribute? • Where will most of the traffic generate from?

  32. What are the business objectives? • Increased revenue • More business from existing customers • New customers • More business from new products • Improved customer service • Ease of dealing with you • Ease of contact • Reduced marketing costs • Advertising • Brand recognition

  33. Competitors • Who are they? • What do their websites do? • What could you use from their websites? • What could you offer that they don’t? • What makes your company / idea different?

  34. SWOT Analysis Definition: • SWOT stands for strengths, weaknesses, opportunities and threats. • It is a methodology used to aid strategic planning. • Strengths and weaknesses are attributes that measure your internal capability. • Opportunities and threats refer to how the external environment affects your team/business/group.

  35. To do a Website SWOT analysis, consider the following: Strengths: The positive things that lead to a successful Web campaign.

  36. Strength - Your marketing position: • Is your website listed high with the major search engines and directories? • Do you have a strong online/off-line reputation? • Do you offer a unique product or service? • Does your website offer unique content? • Do you have a "marketing niche?" • Does your website offer low or highly competitive prices? • Does your website clearly ASK for the sale?

  37. Strength - User-friendliness: • Does your website load quickly?" • Is your site design appealing to visitors? • If you offer a catalogue, is it easy to use so visitors can find your products? • Is your website easy to navigate? • Does every page have a link back to your homepage?

  38. Strength - Visitor's point of view: • Can a visitor instantly tell what your website is about? • Does your website offer benefit-laden content that answers "What's in it for me?” • Is your sales message easy to follow? • Do you provide an unconditional guarantee? • Do you provide exceptional customer service? • Do you provide a useful, informative newsletter at your website? • Does your website offer a secure means to make purchases?

  39. Weaknesses: The negative factors that get in the way of success • Too many banners that spell, "Sales Pitch!" • Misspelled words that give the impression of being unprofessional. • Too many distractions like moving graphics and off-subject content. • Not enough "white-space" between ideas, which makes your message hard to read. • Poorly designed graphics, making the site look amateurish. • Operating overbudget, which can put you out-of-business.

  40. Opportunities: • What are the opportunities facing you specifically? • What are opportunities facing your industry in general that you choose to pursue? • What are the trends that you can take advantage of? • What technology-related opportunities are there currently?

  41. Opportunities and the Internet: Technology and market changes; • Changes in government policies related to your field; • Changes in social patterns, population profiles, lifestyles, etc.; • An international market • The ability to take advantage of ‘niche’ markets – specialist products/ audiences The web offers NEW ways of selling: • Multiple products – use domains specific to product • Affiliate programs

  42. Threats • What obstacles do you face? • What is your competition doing? • Are the requirements for your company changing? • What technology-related threats are there currently? • Do you have resource problems that will hold you back? Huge competition Invisible The power of the search engines Technology constantly changing

  43. Site Planning - Assignment 1 • Produce a written plan for a business website you would like to create. • Produce a SWOT analysis for the plan

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