Chapter 11 Slides for Web Dev Wale Tech c

Chapter 11
Publish, Promote, and Maintain
a Website

Minnick. Responsive Web Design with HTML and CSS, 9th Edition. © 2021 Cengage. All Rights Reserved.
May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Objectives
• You will have mastered the material in this
chapter when you can:
• Define, identify, and describe forms of social media
• Describe a blog
• Describe search engines
• Explain search engine optimization (SEO)
• Create description meta tags
• Create a sitemap file
• Describe a domain name and top-level domains
• Explain the role of a web hosting service

Chapter Objectives (continued)
• Describe a File Transfer Protocol (FTP) client
• Publish a website with an FTP client
• Explain how to register a website with a search
engine
• Describe a website development life cycle
• Add a Skip to Content Link
• Minify a CSS file
• Explain project management for a website
• Define copyright and e-commerce

Introduction
• After you have created, validated, and tested a
website, the next step is to publish it on a web
server
• You then need to take appropriate steps to promote
the website so potential customers find it
• After a website is designed, developed, and
launched, maintenance of the website begins
• A well-polished website involves a continuous
maintenance process
Minnick. Responsive Web Design with HTML and CSS, 9th Edition. © 2021 Cengage. All Rights
Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole
or in part.

Project — Publish and Promote a
Website
• Roadmap
• Insert and style social media links
• Modify titles and insert a description meta tag
• Create a sitemap file
• Publish a website
• Create a skip to content link
• Minify a CSS file
or in part.

Using Social Media
• A social network is an online community where
members post and exchange social media
content
• Significant opportunity to market products to potential
customers because it encourages word-of-mouth
advertising
• Allows businesses to immediately connect with
customers and potential customers and instantly
engage them with new product information
or in part.

Facebook
• Social networking site with over two billion users
• Users include individuals and businesses
• Provides advertising opportunities to businesses
to promote their products and services
• A business can create a Facebook page and use it to
advertise its products and services
• Individuals can “like” a business by clicking a button
to indicate that they use or approve of a product or
service
or in part.

Twitter
• Another social networking site used to post short
comments or updates
• Each post, known as a tweet, is limited to 280
characters
• Customers have the option to follow a business
• Businesses can tweet about special offers, follow and
learn about special offers made by competitors, and
display ads for a fee
• Twitter provides many marketing opportunities
• Helps with a content strategy, engaging and
obtaining more customers, and measuring marketing
results in real time
or in part.

YouTube
• Social media website where members can
upload and share original videos
• Every day, YouTube’s visitors watch several hundred
hours of video and generate billions of views
• Provides businesses a good opportunity to advertise and
market their products
• Businesses can purchase ad space on YouTube
to attract its target audience
• Can be a banner image that is displayed on the lower
part of a video or a full-length commercial that plays
before the selected video
or in part.

Instagram
• Social networking site where members can
upload and share photographs, images, and
video
• Most users view and use Instagram from a mobile
device
• Creators of Instagram wanted to provide users a
unique way to connect and express ideas with
captivating visual photography
• App allows users to apply filters to enhance images
and video to make them look more professional
• Many businesses use Instagram to promote brand
awareness
or in part.

Pinterest
• On Pinterest, members browse and “pin” ideas
found on the web
• Users search for ideas for just about anything,
including recipes, crafts, photography, and do-it-
yourself (DIY) projects
• Users can follow boards that interest them most and
“pin” photos, links, and comments to their own board
for future use
or in part.

Other Social Media Options
• Other social media options for your business to
explore include LinkedIn, Snapchat, TikTok,
Flickr, and many more
• The key is to determine which social media outlets
are best for your business in attracting new
customers
• Business owners must also consider the time
involved with keeping social media current and
relevant
or in part.

Blogs
• Online journal, maintained by an individual,
group, or a business
• Short for a combination of the words web and log
• Businesses use a blog to share new information
and to keep their customers engaged
• Can also use their blog to discuss current trends or
changes in the market
• Customers can respond to each blog entry to ask
questions or provide feedback
or in part.

Adding Facebook and Twitter Links to a
Website
• Businesses that use social media display social
media icons and links on their website
• Icons let customers know how to connect with the
business on social media
• When users click a social media icon, they are
redirected to the social media page for the business
• Social media links are typically included near the top
or bottom of a webpage
or in part.

Finding a Website
• Finding a website is easy when you know the
website address
• A search engine is used to locate a website when
you do not know the URL
or in part.

Search Engines
• Used to find specific businesses or content on
the web
• Online tools that search for websites based on
keywords entered by a user
• Use robots (i.e., bots or spiders), programs that run
automated tasks on the Internet, to traverse the web
in search of the keywords entered by users

Search Engines (continued)
• As robots browse the web, they index and
organize findings, which are stored in a
database
• The robots view and may store webpage titles, meta
tag keywords and descriptions, and h1 or other
heading element content
• Popular search engines include Google.com,
Bing.com, Ask.com, and Yahoo.com

Search Engine Optimization
• Process of increasing the amount of traffic to a
website by improving the ranking of the site in
search engine results pages (SERPs)
• Rank: position of a webpage link, as displayed on the
SERP
• An impression is created each time a webpage link
appears in a SERP of a related query

Search Engine Optimization (continued)
• Effective SEO involves key tasks
• Brainstorming key words that describe the business
• Using keywords within the domain name, page titles,
heading elements, and meta description tags
• Researching competitors and noting their keywords
• Optimizing images by using keywords within the alt
text of the images as robots cannot read text on the
images

Meta Tags
• Meta tag name derives from the word metadata
• Information about data
• Unicode Transformation Format (UTF) is a
compressed format that allows computers to
display and manipulate text
• The statement below declares the character
encoding as UTF-8:
<meta charset=”utf-8”>

Meta Tags (continued 1)
• Author, description, and keywords for the
webpage are specified through use of the name
and content attributes
• Name attribute identifies the type of information in the
content attribute
• Content attribute identifies the specific phrases or
words that are required to appear as metadata

• Example of a description meta tag where
description is the value for the name attribute:
<meta name="description" content="Forward
Fitness Club is an elite fitness center dedicated to
helping our clients achieve their fitness and nutrition
goals.">

Figure 11-31

Publishing a Website
• After a website is developed, the next step is to
register a domain name, determine a web
hosting strategy, and publish the website
• To do so, select and register a domain name, select a
web hosting service, and then transfer the website
files to the host’s server
or in part.

Domain Name
• Server name portion of a URL
• Selected and registered domain names should
represent the business
• The .com top-level domain (TLD) name is
preferred for businesses
• An open TLD means that any person or entity can
register with the domain name

Domain Name (continued 1)
• To determine if the domain name considered is
available, one can start the search at InterNIC,
www.internic.net
• The InterNIC website is operated by the Internet
Corporation for Assigned Names and Numbers
(ICANN) to provide information to the public
regarding Internet domain name registration services

Website Hosting
• Options to find a hosting service
• Using a company that charges for website hosting
services
• Setting up and maintaining one’s own web server

Website Hosting (continued)
• Several questions need to be answered once a
web hosting service is selected:
• What is the total cost?
• How much space is available?
• How fast is the connection speed?
• How much total bandwidth transfer is available?
• Is technical support provided?
• Are tracking services provided?
• After a web hosting service is selected, files
need to be transferred to the host’s server

Publishing a Website
• When a website is published, the website files
are transferred to a web server
• One way to upload files to a web server is to use a
File Transfer Protocol (FTP) client program
• An FTP client is a software that is used to transfer files from
a computer to a server over the Internet

FTP Clients
• Like other types of software, some FTP clients
are free and some are for purchase
• FileZilla is a free FTP option
• FileZilla FTP client software is available for several OS
platforms, including Windows, macOS, and Linux

FTP Clients (continued 1)
Figure 11–39

Promoting a Website
• After testing webpages and correcting any
errors, the last step is to market the website
location to attract visitors
• Develop a comprehensive marketing plan
• A website is a passive marketing tool; it serves no purpose
if no one knows it is available on the web
• To attract customers to your website, take appropriate steps
to promote and market it

Promoting a Website (continued 1)
• Methods of website promotion and marketing
• Register website with search engines
• Add business website to Google, Bing, and Yahoo
• Advertise through social networking platforms
• Post social media on a regular basis
• Write a guest blog
• Create a Google Ad
• Add website to business cards, company brochures,
stationery, and email signature
• Advertise website through email marketing

Promoting a Website (continued 2)
• Tell people you meet about your website
• Negotiate reciprocal links in which you agree to link
to a website if they agree to link to your website
• Use newsgroups specific to your industry

Registering with Search Engines
• A website is registered with a search engine
after the meta tags are entered and the website
is published and marketed
• The two most popular search engines are Google
and Yahoo!
• It is also a good idea to register a website with
search engines that specialize in subject matter
related to the website

Website Development Life Cycle
• Process that can be used for developing
webpages at any level of complexity
Figure 11–47
or in part.

Website Planning
• First phase of the web development life cycle
• Identifying the goals or purpose of the website, who
will use the website, and computing environments of
most users
• Final aspect to the website planning phase is to
identify the content owners and authors
• Who owns and authors the information on the
website?
• Who decides content placement on the website?

Website Analysis
• Involves decisions about the website content
and functionality
• To help define the appropriate website content and
functionality, first identify the tasks that users need to
perform
• Define necessary content to facilitate those tasks and
determine useful information for the users
• Consider the processes required to support website
features
or in part.

Website Design and Development
• Key considerations in website design
• Defining how to organize web page content
• Selecting the appropriate website structure
• Determining how to use multimedia
• Addressing accessibility issues
• Designing pages for an international audience
• Determining the best way to provide navigation on
the website
or in part.

Website Testing
• Basic steps to test content and functionality
• Validating each HTML page by running it through the
W3C markup validation service
• Validating your stylesheet by running it through the
W3C CSS validation service
• Proofreading page content and titles to review for
accurate spelling and grammar
• Checking links to ensure they are not broken and are
linked correctly
• Checking graphics to confirm they appear properly
and are linked correctly
or in part.

Website Testing (continued 1)
• Ensuring that accessibility and internationalization
issues are addressed
• Testing forms and other interactive page elements
• Testing pages to make sure they load quickly, even
over lower-speed connections
• Printing each page to view how each page looks
when printed
or in part.

• Usability is the measure of how well a product,
such as a website, allows a user to accomplish
their goals
• Usability testing is a method by which users of a
website or other product are asked to perform certain
tasks in an effort to measure the website’s ease of
use and the user’s perception of the experience
• Compatibility testing is done to verify that the
website works with a variety of browsers and
browser versions
• Different browsers display some aspects of
webpages differently

• Stress testing determines what happens on your
website when a significant number of users
access the site at the time same
• Verifies that a website runs at an acceptable speed
with many users

Implementation
• Once website testing is complete and any
required changes have been made, the website
can be implemented
• Implementation of a website involves publishing the
webpages to a web server
• FTP software, such as FileZilla, can be used to publish
webpages to a web server
• After publishing a website, test the webpages again to
confirm they have no obvious errors such as broken links or
missing graphics
or in part.

Maintenance
• To help manage website maintenance,
determine who is responsible for updates to
content, structure, functionality, and so on
• Limit update responsibilities to specific users
• Be sure implementation is controlled by web developers
who can verify webpages are tested thoroughly before
publishing
• Website monitoring is another key aspect of
maintaining a website
• Google Analytics and web hosting service providers
offer invaluable data about website usage
or in part.

Being an Observant Web User
• As a web developer, review the webpages that
you access with an eye on functionality and
design
• Bookmark websites you think are effective and
ineffective, good and bad, and use them as
references for your own web development efforts
• Watch for trends on the web as you search for
information or make online purchases
or in part.

Project Management
• A website project management team works
together to plan, design, develop, publish, and
maintain a website
• Project manager oversees the entire project and
maintains a timeline of project tasks and goals
• Website designer creates the web design
• Website developer develops the webpages
• Content specialist develops webpage content
• Marketing professional develops a marketing
campaign
• Server administrator maintains the web server
or in part.

Content Updates
• Updating website content is an ongoing process
• When you have a new product or service, add an
image or video to your website to showcase it
• If your company submits press releases on a regular
basis, create a page for press releases, as this
shows that your business is active and busy
• Consider a page for client testimonials to spur
potential sales
• Post social media on regular basis
or in part.

Copyright Law
• Think twice before downloading media to use on
your website
• The person who created the media is its owner
• There are times when it is acceptable to use
media created by another source
• Fair use pertains to the use of copyrighted material
without the need for permission from the creator
• Creative Commons licenses provide media
content authors the ability to share work with
others, while maintaining ownership
or in part.

E-Commerce
• Online businesses that conduct transactions
online, including large, retail websites that sell
products to consumers
• A booming business: online customers enjoy
purchasing what they want, when they want it and
store-front overhead costs are reduced
• Also has its obstacles: identity theft and fraud
or in part.

Chapter Summary
• In this chapter, you learned how to:
• Add social media icons and links to a webpage
• Improve SEO for a website by improving page titles,
adding description meta tags, and creating a sitemap
file
• Publish and promote a website
• Make webpages more accessible by creating a Skip
to Content link
• Improve page loading time by minifying a CSS file

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