lisug web site projectlisug.org/presentations/lisug_website.pdfgoogle adwords by alan baisch lisug...
TRANSCRIPT
Google AdWords
by Alan Baisch
LISUG web site project
• Web site design considerations• SEO (Search Engine Optimization)• Keyword Analysis• PHP• MySQL
Important steps and strategies
• Review existing website and discuss improvements.
• Surf the internet (Checkout the competition!)• Storyboard the website• Build a site map
February 1998
http://wayback.archive.org
May 2000
http://wayback.archive.org
January 2011
http://wayback.archive.org
Storyboard the website
Think like a first time
Visitor!
Site MapA general top-down
view of the overall site contents.
Improvements• New contemporary design• Easier and quicker to maintain• Improve ability to be picked up in search
engines (SEO-Search Engine Optimization)
• Traffic analysis with google analytics• Promotion of Organization• Event Pictures• Reduce/eliminate other costs. (Handouts)
What type of web site?
• Flash • Static HTML • PHP• E Commerce • CMS (Content Management System)
– Wordpress– Joomla– Etc.
Review Other Designs/Templates
New Design
Landing Page-Design Considerations-1
Usability-How well users can navigate, find information and accomplish their goalsFont Size-Absolute or relative
Browser Compatibility
Browser Plug-Ins (Most users do not like installing)
Web Site speed. Is it fast enough for everyone?
Security of online data. (SSL/TLS) (Verisign/Geotrust seal)
Keep action, major benefits and conversion actions above the Fold
Use testimonials and reviews when possible
Use associations to install trust in your visitors
Landing Page-Design Considerations-2
Use coupons or discounts
Use images to direct a consumer’s focus
Code for color blindness-check page in grey scale (www.graybit.com)
Buttons versus text links-Don’t overuse buttons
Establish a Privacy policy
Make the conversion process easy!
Use “ALT” tags to enhance SEO and handicapped browsers.
Conform to ADA and W3C
Grey Scale Version
Buying Funnel
AWARENESS
INTEREST
LEARN
SHOP
BUY
Awareness of your product
Generate interest in product
Learn about features and benefits
Compare similar products
Compare prices, warranties, shipping costs,service contracts, return policies etc.
80%INFORMATION
Development Steps
Create Main web page and Navigation
Create text and graphics
Create secondary pages
Create MySQL files
Change pages to use tables with PHP
Add/Revise informational text
Determine keywords to use on landing page
Keywords
The basis of ALL search engine rankings is keywords.
Users enter keyphrases in Search Engines to get
information they need, It is VERY important that you
optimize for such keyphrases
AdWords Options
In order for you to sync AdWordsand Analytics, the email address that you use to log-in to your AdWords account must also be an administrator of the Google Analytics account.
AdWords Keyword Tool
What Keywords are searched the most?
• as400• system i• i series• ibm i• iseries• iseries i5• e server• eserver
What Keywords are searched the most?
• i series• system i• as400• ibm i• i5• iseries• e server• eserver
124,000,000124,000,00016,600,00011,100,0004,090,0001,830,000
550,000201,000
Keyword Density
Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.
Keyword Text
Meta Tags
<title>Long Island System Users Group</title>
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1">
<meta name="description" content="The Long Island System Users Group or LISUG is a educational organization dedicated to people using the IBM AS400, AS/400, IBMi, system I, Power platform.">
<meta name="keywords" content="LISUG, Long Island System Users Group, AS400, AS/400, System38, System/38, iSeries, Power system, education, system i">
<meta name="robots" content="INDEX,FOLLOW">
<meta name="revisit-after" content="15 Days">
Links and Reciprocal Links
PageRank
Search
Google Analytics ReportTraffic Analysis
Content Display using
MySQL Tables
Meeting Presentation Speaker
Easy to Maintain
Upload of Files
Directory Listing of Pictures
PHP Coding
<?phpinclude('lisug_home.php');?>
Set all pages to .PHP extension
AddHandler application/x-httpd-php5 .phpAddHandler application/x-httpd-php5 .htmlAddHandler application/x-httpd-php5 .htm
.htaccessThe htaccess file is a configuration file which is used on Apache based web servers to control many features of the server.
or
DataBase Connection
<?php$db = mysql_connect(“server", “user name", “password");mysql_connect(“server", “user name", “password")or die("Could not connect to MySQL server!");
mysql_select_db(“database",$db)or die(mysql_error());
?>
The mysql_connect() function opens a non-persistent MySQL connection.This function returns the connection on success, or FALSE and an error on failure. You can hide the error output by adding an '@' in front of the function name.
The mysql_select() function is used to select data from a database.
Home Page Code-1<?PHP
include("lisugsql.inc");$dir = "images/";$msg = "";$month_names = array("January", "February", "March", "April", "May", "June", "July", "August", "September",
"October", "November", "December");
echo "<table width='550' align='center' frame='border' border='2' bordercolor='blue' bgcolor='white'><tr><td>\n";echo "<br><center><font size='+2' color='blue'><b>LISUG Meeting Information</b></font></center><br><hr>\n";
/* Determine if next meeting is this month or next month */$yyyymm = date("Ym"); $year = date("Y");$month = (int) date("m");$day = (int) date("d");
$query = "SELECT mtg_date FROM meetings WHERE yyyymm = '$yyyymm'";$result = mysql_query($query);if (!$result) echo "mysql_error()<br>\n";list($mtg_date) = mysql_fetch_row($result);
$mday = (int) substr($mtg_date,8,2);
if ($day > $mday) {$month = $month + 1;if ($month < 10)
$month = "0" . $month;else $month = "$month";
$yyyymm = $year . $month;}
if ($month = 12) { $month = 00;$year = $year + 1;
}
Home Page Code-2/* Display Next Meeting */$query = "SELECT rowid, mtg_date FROM meetings WHERE yyyymm = '$yyyymm'";$result = mysql_query($query);if ($result) {
list($mtg_rowid, $mtg_date) = mysql_fetch_row($result); }
else echo "mysql_error($result)<br>\n";
$myear = substr($mtg_date,0,4);$mmonth = (int) substr($mtg_date,5,2);$mday = substr($mtg_date,8,2);$mtg = "<a href='lisug_meeting_detail.php?r=$mtg_rowid'>" .$month_names[$mmonth-1] . " " . $mday . ", " . $myear . "</a>";
$m = $month_names[$mmonth-1];echo "$mtgdate";echo "<center> Our <b>$m</b> meeting: Wednesday, $mtg<br><br></center>";echo "<center><font color='blue'>LISUG Question and Answer Session</font></center> \n";echo "<table align='center'>\n";
$weekday = date('l', strtotime($mtg_date)); // note: first arg to date() is lower-case L
strtotime — Parse about any English textual datetime description into a Unix timestamp
Home Page Code-3$query = "SELECT rowid, title, speaker, time FROM presentation WHERE meeting = '$mtg_rowid' order by time";$result = mysql_query($query);if (!$result) echo mysql_error() . "<br>\n";
while(list($pre_rowid, $title, $speaker, $time) = mysql_fetch_row($result)) {
$presentation = "<a href='M_presentation.php?r=$pre_rowid'>$title</a>";switch($time) {case "5:00pm": $t = "Presession"; break;case "7:00pm": $t = "Dinner"; break;case "8:00pm": $t = "Main Presentation"; break;default: $t = "Main Presentation"; break;}
$query2 = "SELECT fname, lname FROM speaker WHERE rowid='$speaker'";$result2 = mysql_query($query2);if (!$result2) echo mysql_error() . "<br>\n";list($fname, $lname) = mysql_fetch_row($result2);echo "<br /n>";$name = "<a href='M_speaker.php?r=$speaker'>$fname $lname</a>";echo "<tr><td><font color='red'>$t:</font> </td>
<td><b>$presentation</b></td><td><font size='-1' color='purple'><i>presented by</i></font> $name</td</tr>"."<p> </p>";
}echo "</table><br>\n";
?>
Date Formatting
List() functionThe list() function is used to assign values to a list of variables in one operation.
Mysql_fetchDefinition and UsageThe mysql_fetch_row() function returns a row from a recordset as a numeric array.This function gets a row from the mysql_query() function and returns an array on success, or FALSE on failure or when there are no more rows.Syntaxmysql_fetch_row(data)
Parameter DescriptionData Required. Specifies which data pointer to use. The data pointer
is the result from the mysql_query() functionTips and NotesNote: After the data is retrieved, this function moves to the next row in the recordset. Each subsequent call to mysql_fetch_assoc() returns the next row in the recordset.
Tools Used
Wamp Server Windows Web development environment
Notepad ++ Code editor
Dreamweaver Web site development tool
Fireworks Image editing application
http://www.seobook.com/ Keyword Density Analyzerhttp://graybit.com/main.php Grayscale Analysishttp://www.google.com/adwords Google Adwordshttp://www.google.com/analytics Google Analytics
http://www.prchecker.info/ Page Rank Checker
