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Webmasters 101

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					Webmasters 101
  By Yuval Tochner




    Webmasters 101 by Yuval Tochner   1
          Table Of Contents
   Introduction                   Search Engines
   Domain                         PPC Search Engines
    Registration
                                   Alexa
   Web Design
                                   Affiliate Networks
   Web Programming
   Web Hosting                    Link / Traffic
                                    Exchange
   E-Commerce
                                   Bibliography



               Webmasters 101 by Yuval Tochner       2
Introduction



  Webmasters 101 by Yuval Tochner   3
              Introduction
   The purpose of this lecture
    • Internet Snapshot – Webmasters Eyes
    • Going online
    • Getting Traffic
    • Webmasters Tools
    • Generating Revenue
    • Joining the Webmasters community


                Webmasters 101 by Yuval Tochner   4
       Internet Statistics – Sites
   Basic Internet Statistics:
   35 Million hostnames
    (www.yourdomain.something)
   16 Million active sites
   4 Million IP addresses
   Lots of template sites, empty sites,
    redirections.
   Survey done by HTTP querying of
    known hostnames. (Netcraft)
                Webmasters 101 by Yuval Tochner   5
Template Site Examples




      Webmasters 101 by Yuval Tochner   6
Template Site Example (cont)




         Webmasters 101 by Yuval Tochner   7
Parked Domain Example




      Webmasters 101 by Yuval Tochner   8
     Internet Statistics - People
   About 150 million people are active
    Internet users.
   About 700 million have Internet
    access.
   Users Languages: 1/3 English, 1/18
    Japanese, 1/18 Chinese, 1/25
    Germen… (NetCraft)


                Webmasters 101 by Yuval Tochner   9
Domain Registration



      Webmasters 101 by Yuval Tochner   10
            Domain Registration
   What is a domain ?
    • www.DomainName.X
    • Where X is a TLD (Top Level Domain) such as:
        Generic: .com, .net, .org, .biz, .pro, .name, .info, ..

        Country Code: .il, .uk, .jp, .de, …

        New: In the future many others

   Who’s in charge of TLD’s ??
    • Currently: ICANN - The Internet Corporation
      for Assigned Names and Numbers
    • Past: Network Solutions (US Government Contractor)




                        Webmasters 101 by Yuval Tochner            11
         Domain Registration (Cont)
   Why do I need a domain ?
    • IP alone – not a good idea !
    • Free sub-domain / user options.
            www.sub.domain.com
            www.domain.com/~user
    • Site branding (.com hype story)
   What is a good / great domain ?
    •   Easy to brand – Meaningful for site content
    •   Easy to remember – avoid special characters, short.
    •   Search engines friendly – long with keywords
    •   Cyber Squatting / free traffic

                        Webmasters 101 by Yuval Tochner       12
              Finding a domain
   Are any good domain names left ?
    • Yes and No
   So how do I find a good domain ?
    • The WHOIS service – all Verisign (past
      Network Solutions) registrars.
         Problem: Registrars using their own
          databases
    • The BetterWhois service– all ICANN
      registrars and Verisign.
    • Intelligent registration services
                     Webmasters 101 by Yuval Tochner   13
       Finding a good domain
   See www.Register.com




               Webmasters 101 by Yuval Tochner   14
BillClinton.com WHOIS




      Webmasters 101 by Yuval Tochner   15
    Finding a great domain (cont)
   The “best” domains are usually taken
    and are offered for sale !!!
   What makes a domain worth
    anything ??
   See www.GreatDomains.com for
    such.
   The truly great domains are very
    expensive.
                Webmasters 101 by Yuval Tochner   16
GreatDomains.com Sales




       Webmasters 101 by Yuval Tochner   17
           Registering a domain
   You can register a domain for a yearly fee
    of between $6.95 to $30 depending on the
    registrar and TLD.
   Services offered:
    •   Domain name parking
    •   Free website
    •   e-mail services
    •   Auto renew
   Use well known domain registrars:
    • Cheap and good: www.GoDaddy.com
    • Expensive and good: www.Register.com
                   Webmasters 101 by Yuval Tochner   18
Web Design



  Webmasters 101 by Yuval Tochner   19
                   Web Design
   Available options:
    • Build it yourself
         Code it (Notepad, EditPlus, XEmacs…)

         Use Tools (Adobe GoLive, FrontPage, Dreamweaver)

    • Build using pre-made components
         Use site templates

         Use pre-made content management systems

    • Have it made professionally (Not going to talk about this
      in a webmasters 101 lecture).




                       Webmasters 101 by Yuval Tochner        20
    Web Design – Build it yourself
   Writing your own HTML’s manually
    • Fine for tiny – small sites.
    • Costly
    • Don’t unless you have very good reasons too
   Using site building tools:
    • Build a web site quickly and professionally
    • Many optional pre built features, see FrontPage
      Extensions.
    • Most webmasters use these tools.
    • Unlike writing your own C++ code, writing
      your own HTML files does not give you better
      results.
                    Webmasters 101 by Yuval Tochner   21
Web Design – Build it yourself
         Example




          Webmasters 101 by Yuval Tochner   22
      Use pre-made components

   Site Templates
    • Building a professional looking site
      requires talent and experience.
    • Graphic design and interface of site has
      huge importance:
         Loading Speed
         Look and feel effects visitors stickiness
         Most visitors only visit the homepage and
          then leave

                     Webmasters 101 by Yuval Tochner   23
    Use pre-made components (cont)

   Consider giving your site a professional look using 50-100$
    templates.
   See http://www.templatemonster.com/




                       Webmasters 101 by Yuval Tochner        24
Use pre-made components (cont 2)

   Use pre-made content management
    systems.
   Just customize the look and feel, and
    have a professional content
    management site ready to go.
   Available features: Content handling,
    FAQ, Surveys, Clubs, Stories, Site
    Statistics, Bulletin boards, Ads
    management, Search options, and
    much more.
                Webmasters 101 by Yuval Tochner   25
Use pre-made components (cont 3)
      – Example PHPNuke




           Webmasters 101 by Yuval Tochner   26
Use pre-made components (cont 3)
– Example PHPNuke Used in Israel
         www.8200.org




           Webmasters 101 by Yuval Tochner   27
Web Programming



    Webmasters 101 by Yuval Tochner   28
        Web Programming

   Client-Side                   Server-Side
    Scripting                      Scripting /
                                   Applications




             Webmasters 101 by Yuval Tochner   29
Web Programming – Client Side
   Overview: processing
    simple requests ,
    maintaining state , GUI .
   Why:
    • Fast (client side)
    • Cheap (less bandwidth,
      CPU power, cut down
      server load by 80% on
      complex applications ).
   How
    • JavaScript – Netscape
    • VBScript - Internet
      Explorer (Micro$oft)
    • DHTML (HTML + CSS +
      JavaScript/VBScript)
   Problems:
    • Netscape Vs Micro$oft
    • Quick jobs with little
      complexity          Webmasters 101 by Yuval Tochner   30
    Web Programming – Client Side
               (cont)
   Java Applets - Extremely powerful and portable.
   Why :
     • Need Client Side power, unparallel by scripting
       languages.
   Why Not:
     • Slow loading
     • Security restrictions by Java (Disk access / Server
       access).
     • Client side support.
     • Not very popular these days…




                        Webmasters 101 by Yuval Tochner      31
    Web Programming – Server
              Side
   Many different
    technologies: .NET, ASP,
    PHP, JSP, CGI (Perl, C /
    C++) ,
   Each technology has its
    own advantages and
    disadvantages – they are
    not all competing.
   ASP / PHP: Most popular
    server side scripting
    languages, great for most
    dynamic content websites.
   .NET / JSP / Servlets:
    Application programming
   CGI (Usually Perl): Forum
    processing

                      Webmasters 101 by Yuval Tochner   32
Web Hosting



  Webmasters 101 by Yuval Tochner   33
             Web Hosting
   Site complete, time to go live.
   You need a web host and a web
    package.
   More then 10,000 web hosts
    available on the web, each with
    many available packages.
   Usually good idea to pick a host in
    the US, as more then 50% of surfers
    are from the US.
               Webmasters 101 by Yuval Tochner   34
          Web Hosting Options
   Shared Hosting (Virtual Hosting) - Web
    hosting in which the service provider serves
    pages for multiple Web sites, each having its own
    Internet domain name, from a single Web server.
   Virtual Server - a server (computer and various
    server programs) at someone else's location that
    is shared by multiple Web site owners so that
    each owner can use and administer it as though
    they had complete control of the server
   Dedicated Server (Dedicated Hosting) - The
    rental and exclusive use of a computer that
    includes a Web server, related software, and
    connection to the Internet, housed in the Web
    hosting company's premises.
                     Webmasters 101 by Yuval Tochner 35
                Web Hosting - OS
   Choosing an OS (Standard options)
    • Windows 2000 Servers
          Complete support for all popular Microsoft applications
           including .NET, MS Access, SQL 2000, Active Server Pages,
           MS Index Servers, FrontPage 2002
          Rule of Thumb: choose Windows only if these technologies
           are needed.
    • UNIX / Linux Apache Servers
          Suitable for meeting most Internet requirements, such as
           mailing, streaming, Web servers, and file serving.
          Cost-effective choice - it uses hardware efficiently.
          Huge number of free applications available on the Internet.
          Rule of Thumb: choose Linux unless you have a very good
           reason not too.
                          Webmasters 101 by Yuval Tochner            36
       Web Hosting – OS (cont)
   Sun Solaris
    • Proven track record and is deployed in many large
      Fortune 500 corporations.
    • Mature platform and there are a large number of
      applications and development tools available.
    • Sun's capacity and stability make it ideal for high-
      traffic functions, such as database servers, high-
      traffic Web servers and mission-critical servers.
   Free BSD
    • FreeBSD is a very stable open source operating
      system, and a good alternative to Linux.
    • Extremely well-integrated and tested system. It is
      inexpensive and there are a large number of free
      applications available.
    • Free BSD is ideal for Web servers and virtual
      hosting servers. Webmasters 101 by Yuval Tochner       37
       Web Hosting – Features
   Basic Setting
    • Price
    • Setup Fee
    • OS
    • Disk Space
    • Bandwidth
    • Number of domains on account


                Webmasters 101 by Yuval Tochner   38
    Web Hosting – Features (cont)
   Email Setting
    • Email Accounts (POP3, IMAP, Webmail)
    • Auto Responders
    • Vacation Messages
    • Mail Forwarding
    • Spam Filters




                Webmasters 101 by Yuval Tochner   39
       Web Hosting – Features
             (cont 2)
   File Managements
    • FTP Accounts
    • SQL Support – mySQL / SQL 2000
    • Password Protected Directories
   Technologies
    • CGI-BIN
    • Available Web Programming
      Technologies

                Webmasters 101 by Yuval Tochner   40
Web Hosting Example




     Webmasters 101 by Yuval Tochner   41
Web Hosting Example (cont)




        Webmasters 101 by Yuval Tochner   42
Web Hosting Example – Same
  Price, Different Features




         Webmasters 101 by Yuval Tochner   43
Web Hosting – Site Statistics




          Webmasters 101 by Yuval Tochner   44
Web Hosting – Site Statistics (cont)




            Webmasters 101 by Yuval Tochner   45
Web Hosting – Site Statistics
         (cont 2)




         Webmasters 101 by Yuval Tochner   46
Web Hosting – Site Statistics
         (cont 3)




         Webmasters 101 by Yuval Tochner   47
Web Hosting – Site Statistics
         (cont 4)




         Webmasters 101 by Yuval Tochner   48
Web Hosting – Site Statistics
         (cont 5)




         Webmasters 101 by Yuval Tochner   49
Web Hosting – Site Statistics
         (cont 6)




         Webmasters 101 by Yuval Tochner   50
E-Commerce



  Webmasters 101 by Yuval Tochner   51
                 E-Commerce
   E-commerce (electronic commerce or EC)
    is the buying and selling of goods and
    services on the Internet, especially the
    World Wide Web.
   E-commerce can be divided into:
    • E-tailing or "virtual storefronts" on Web sites
      with online catalogs, sometimes gathered into
      a "virtual mall"
    • The gathering and use of demographic data
      through Web contacts
    • Electronic Data Interchange (EDI), the
      business-to-business exchange of data
    • Business-to-business buying and selling
    • The security of business transactions
                      Webmasters 101 by Yuval Tochner 52
      (whatis.com)
    E-Commerce – Virtual Store Front
   Build it yourself – use previously
    listed webmasters skills.
   Buy it prepared – Yahoo Shopping,
    Amazon zShops and MSN eshops.
     • Free traffic
     • Customers feel more secure  more
       sells (??)
     • Easy site building

                 Webmasters 101 by Yuval Tochner   53
    E-Commerce – Virtual Store Front
               (cont)
   Build it yourself:
     • Regular market oriented site
     • Accepting online payments:
          Credit Cards
          Digital Checks
          PayPal (by eBay)
     • Accepting payments is easy to do
       anybody can – so watch out to whom
       you give your credit card number !!!
                     Webmasters 101 by Yuval Tochner   54
    E-Commerce – Accepting Credit
        Cards / Digital Checks
   Most common services:
    • Virtual Terminal
      Authorize, process, and manage credit
      card transactions manually from any
      computer that has an Internet
      connection and a Web browser.
    • WebLink
      Automate credit card transactions
      directly from your Web site, without
      complex hardware or software systems.
                Webmasters 101 by Yuval Tochner   55
    E-Commerce – Accepting Credit
     Cards / Digital Checks (cont)
   Virtual Terminal Technology:
    • Provide needed information in SSL form to
      Authorize.net. (CC number, personal details..)
    • Information encrypted with 40 – 128 bit SSL 3.0 and
      sent to Authorize.net host server.
    • The server sends the data through the authorization
      network to the appropriate card issuer's bank using a
      secure, proprietary connection. (3 Seconds)
    • Merchant receives an authorization number
    • Authorize.Net server stores the transaction
    • Transactions are automatically settled each day and are
      typically funded within two to three business days.

   WebLink
    • Same as with virtual terminal only filled by the client.

                       Webmasters 101 by Yuval Tochner           56
         E-Commerce PayPal
   An ebay company
   20 million members
   37,000 shops accepting PayPal
   What is PayPal ?
    • Pay online using your email and PayPal
      account
    • Free to join
    • Easy for merchants to accept payments
    • Secure payment option for customers
                 Webmasters 101 by Yuval Tochner   57
PayPal Homepage




   Webmasters 101 by Yuval Tochner   58
Search Engines



   Webmasters 101 by Yuval Tochner   59
               Search Engines
   Many general purpose search engines.
   Many specialized search engines
   Most of these are built on very few
    database providers:
    •   Google.com (Yahoo.com)
    •   Inktomi.com (MSN Search, HotBot, & iWon )
    •   Overture.com
    •   FastSearch.com (AllTheWeb.com, Lycos, ..)
    •   Open Directory (dmoz.org)

                    Webmasters 101 by Yuval Tochner   60
        Search Engines – Stats 1
   Probably the best way to get
    free quality traffic.
   Popularity according to
    audience reach is the
    percentage of US home and
    work internet users estimated
    to have searched on each site
    at least once during the
    month through a web browser
    or some other "online" means
    KEY: GG=Google, YH=Yahoo,
    MSN=MSN, AOL=AOL,
    AJ=Ask Jeeves,
    NS=Netscape, OVR=Overture
    (GoTo), IS=InfoSpace,
    AV=AltaVista,
    LY=Lycos,
    LS=LookSmart, ELINK=EarthL
    ink.com

                         Webmasters 101 by Yuval Tochner   61
        Search Engines – Stats 2
   The next chart estimates the
    total time spent searching
    by the digital media audience
    at each site listed. It
    multiplies the number of
    visitors to each site by the
    average number of minutes
    each visitor is estimated to
    have spent at the site. The
    result shows the total number
    of hours spent by searchers at
    each site, for October 2002:




                         Webmasters 101 by Yuval Tochner   62
Search Engines – Getting Listed
   Submitting your URL to search engines is
    easy.
    • Submit manually
    • Use services / programs.
   Submit your URL’s to all major search
    engines including: Google, AOL, Yahoo,
    Altavista, Netscape, dmoz.org (The easy
    way to get in),…
   Submit your URL’s to all smaller search
    engines too. Especially ones related to
    your type of site.
                   Webmasters 101 by Yuval Tochner   63
Search Engines – dmoz.org




        Webmasters 101 by Yuval Tochner   64
Become a dmoz Editor




      Webmasters 101 by Yuval Tochner   65
       Search Engines – Content
   Many Search Engine algorithms.
   The single most important precondition for getting good
    Search Engines ranking is content.
    • Basic keyword / phrase search in content
    • More links from other to you (See Google’s algorithm)
   You need to determine what are the important keywords for
    your site.
    • Sign up with Google’s AdWord for finding keyword statistics.
    • Use the statistics to determine the important keywords for all
      search engines.

   Optimize your site according to general optimization
    guidelines and according to your content. (See next slide).




                         Webmasters 101 by Yuval Tochner               66
    Search Engines – Optimizations
   Title Tag –
    • Used in search result, so make it readable
    • Lots of search engine ranking points for search
      terms in it
    • Up to 50 – 80 characters
    • Correlate with content
   Meta Tags –
    • Description (up to 255 characters, accurate,
      start with keywords )
    • Keywords (up to 1024 characters)
    • Correlate with content
                    Webmasters 101 by Yuval Tochner   67
    Search Engines – Optimizations 2
   Using frames – add <noframes>
    html tags with links and content in
    them
   Dynamic Links – Symbols ?, &, %,
    +, =, $, cgi-bin, .cgi in URL.
   Flash – Crawler problems. (Links)
   Image MAPS – Crawler problems.
   JavaScript Links – Crawler problems.
                Webmasters 101 by Yuval Tochner   68
Pay Per Click Search
     Engines



      Webmasters 101 by Yuval Tochner   69
          PPC Search Engines
   Getting high ranks in search engines for
    good keywords is difficult, only top 50
    search results get any significant traffic.
   Buying “quality” traffic is much easier.
   PPC Search engines provide “quality”
    traffic on the CPC (Cost Per Click) model.
   You must known all your relevant
    keywords to get the maximum benefits.
   You must also have an estimate of the
    percentages of “quality” traffic who chose
    to buy your product or service.

                  Webmasters 101 by Yuval Tochner   70
     PPC Search Engines (cont)
   Some PPC’s embed paid advertisements in their
    results (goClick.com) (Classic PPC)
   Some provide them in a separate section
    (Google.com)
   Largest PPC’s :
    • Overture
          Many small sites.
          Many strong affiliates for top 3 bid positions: Yahoo, MSN,
           Altavista, Lycos, InfoSpace.
    • Google
          Some small sites.
          AOL, Netscape, CompuServe, AT&T, EarthLink, Sympatico
    • LookSmart
          MSN, About, Altavista, InfoSpace, Time Warner.


                          Webmasters 101 by Yuval Tochner                71
                      Google PPC
   Google.com AdWords– Text Ads on side of search
    results.
    • Default minimum 0.05$ per click.
    • Minimum is set automatically per keyword demand and
      supply.
    • Position is set according to competing offered prices for
      keywords.
    • Use different Ads / Campaigns on different keywords.
          Ads are selected randomly
          Campaigns contain a few possible ads for selection.
    • CTR (click through rate) must be > 1
    • Limit on number of advertiser per keyword
    • Some special keyword have unlimited advertisers (Such
      as web hosting)
                          Webmasters 101 by Yuval Tochner         72
    Google’s PPC – Traffic Estimator
   Use Google’s AdWords technologies for research into relevant keywords




                            Webmasters 101 by Yuval Tochner                 73
Google’s PPC – Traffic Estimator
            (cont)




           Webmasters 101 by Yuval Tochner   74
   Alexa



Webmasters 101 by Yuval Tochner   75
                     Alexa
   Up since 1996 providing mostly site
    information.
   Past Partners: Netscape, Microsoft,
   Current: Amazon
   Crawling the Internet, gathering site
    information.
   250 gigabytes of information per day
   More then 100 Terabyte archive
                Webmasters 101 by Yuval Tochner   76
                       Alexa (cont)
   Technologies:
    • Site stats:
          Links to site
          Page View - Page Views measures the number of pages
           viewed by Alexa Toolbar users
          Reach - is typically expressed as the percentage of all
           Internet users who visit a given site
          Traffic rank (Mean of page view rank and reach rank) in
           comparison to other web sites (10 million Alexa Toolbar
           users)
          Make informed decisions about the website.
    • Related Links:
          Use path of Alexa community
          Clustering data mining – sites that are similar and relevant
           to one another
          User suggestions

                          Webmasters 101 by Yuval Tochner             77
Alexa Example




  Webmasters 101 by Yuval Tochner   78
Alexa Example 2




   Webmasters 101 by Yuval Tochner   79
Affiliate Networks



     Webmasters 101 by Yuval Tochner   80
           Affiliate Networks
   Advertisers – want to advertise their
    website / product  want traffic
   Publishers – want to have other
    advertise through them  want
    revenue
   Affiliate Network Company – a good
    place to bring these two together


                Webmasters 101 by Yuval Tochner   81
       Affiliate Networks (cont)
   Advertisers usually start with a 100$
    to 10000$ deposit with the network.
   Publishers can join for free – if
    approved.
   Publishers can approach advertisers
    or visa versa. (Depends on network).
   Publishers paid by network not
    advertiser.
                Webmasters 101 by Yuval Tochner   82
Affiliate Networks – Program Types
   Program Types:
    • CPC (Click)
    • CPM (Impressions)
    • Lead
    • Sale (Flat rate / Percentage)
    • Verified email
    • Pop-ups
    • Pop-under

                  Webmasters 101 by Yuval Tochner   83
    Affiliate Network Companies
   Dozens of large affiliate networks
   DoubleClick –
    • Since 1996
    • 60 Billion Ad views per month
    • Accept only high trafficked web sites
   LinkShare –
    • Claim over 10 million affiliates
    • Lead (PPL) / Sale
   FastClick
    • Banners / Pop-Unders / Avenues
   Commission Junctions
                    Webmasters 101 by Yuval Tochner   84
     Don’t Think About Generating
           False Impressions
   You are not the first to try
   Israel has been band from many
    Affiliate networks…
   If your advertisers are not making
    money, then you won’t either.
   Affiliate Networks are constantly
    upgrading technologies…

                Webmasters 101 by Yuval Tochner   85
Affiliate Network Examples




        Webmasters 101 by Yuval Tochner   86
Affiliate Network Examples




        Webmasters 101 by Yuval Tochner   87
    Link Exchange / Traffic Exchange
   Hundreds of Link / Traffic Exchange ventures on
    the net.
   Why exchange links ?
    • More ways to get to your site
    • Google’s algorithm
   Why exchange traffic ?
    • Offering relevant services / products / content.
    • Make money from low quality traffic
   Why own such a venture
    • Offer an exchange ratio which lets you advertise your
      real websites.
    • Charge for service

                       Webmasters 101 by Yuval Tochner        88
               Conclusions
   Think of an Idea. (Do the research)
   Buy a domain
   Build a site
   Find a good hosting company
   Find an e-commerce solution provider
   Go live with site
   Use Search engines, PPC Search engines,
    Affiliate Networks.
   Have an Internet Business.

                 Webmasters 101 by Yuval Tochner   89
             Bibliography
   Personal knowledge and experience.
   WhatIs.com – definitions
   HostIndex.com – hosting information
   NetCraft.com – Internet Statistics
   iBoost.com – Small biz portal
   Dozens of other web resources


               Webmasters 101 by Yuval Tochner   90

				
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