Ten Basic Steps for Building a Web Site that Works



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Assemble a Web site development plan that is integrated with your
overall marketing processes. The content should be consistent with
offline materials; the graphics/images don't have to be identical
with traditional media, but should be consistent with your overall
branding, style guide, usage of colors, etc.

Hire a Web site design firm that understands your market position.
Find one that won't get 'geek crazy' – meaning they are so in love
with their own design capabilities, your site gets bogged down with
graphics, plug ins, GIF garbage, etc. But, conversely, check your ego
at the door when you work with your design firm – we've see so many
good Web site designs ruined by clients who can't or won't listen to
sound advice.

Pay attention to 'load times,' how long it takes a Web site to load
on an industry-average 56 KBPS modem. If it's more than 12-18 seconds
you may experience the 'click of death' – the site doesn't load
quickly and the surfer is gone. Of course, if you're targeting
broadband customers who are reaching your site via ISDN or DSL, then
you can build a site that incorporates multimedia-ready content that
may include streaming audio or video, or Shockwave or Flash
capabilities. Go ahead and let those digital geeks get carried away
with cutting edge content presentation.

Keep it simple – make your site easy to move around in. Build a menu
structure that is consistent with industry standards: local menus
(for a page or section) on the left and global menus (overall site
navigation) at the top and/or bottom of each page. Keep as much
information 'above the fold' (above the cutoff point at the bottom of
a monitor); don't make people use horizontal scroll bars unless
absolutely necessary.

Inculcate 'digital speed' into your overall site design. Your
clients/customers should be able to get to their desired area of your
site within one or two mouse clicks; they will quickly get frustrated
if they have to click through multiple menus to find information they
are seeking.

Develop content that is Web enabled. People don't read Web site
content like they do offline media. Keep your paragraphs short (no
more than two to three sentences), build in white space with your
content, and include links in your pages. Don't try to tell your
whole marketing story on your site – get people to call you (hello
the telephone still works!), e-mail you, or fill out a profile form.

Make your site permission-based marketing ready. We recommend Seth
Godin's 'Permission Marketing' book http://www.permission.com/. He
champions building a long term-relationship with a customer by asking
permission to continue to market to that customer and incorporating
value/information in all marcom processes.

Ensure your site is optimized for search engines. Identify eight-12
keywords that people will use to find your site. Incorporate these
keywords into your site content (to drive relevancy with search
engine spiders/bots) and then manually submit your site to the top
ten search engines. We don't recommend most of the free or $19.99
specials available; yes, all will get your site registered with the
search engines, but getting listed on page 75 of 350 pages (for
example) won't really drive qualified traffic to your site. You need
page 1-3 listings on the top ten engines to really drive qualified
traffic.

Delve into your log server files to uncover 'digital tracks' made
through your Web site. Your log files are raw files that show how and
from where (in most cases) people accessed your Web site, where they
went on your site, how long they stayed, etc.

Think global in your overall site design. The greatest Internet
growth is occurring outside North America, so it is essential to
build a site that can be accessed easily by people around the world.
What issues do you need to look at?

1) Load times are very important.

2) Develop content that avoids colloquialisms that may not be
understood by others who may not speak the same language.

3) You may want to make your site's content available in diverse
languages (there are a number of emerging applications that will
facilitate this process), ensuring your e-commerce capabilities
can be utilized by all.




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Some simple suggestions

Well I don't consider myself an expert, I do have experience with working with larger datasets and there are a couple of things that I always do to keep queries performing well.

Optimize Queries with EXPLAIN

Explain is your friend, get to know it well. If you take the time to read thru the Explain documentation on the MySQL site, you will find some valuable information, some of which is hilighted below.

Optimizing joins

Single sweep what?

MySQL resolves all joins using a single-sweep multi-join method. This means that MySQL reads a row from the first table, and then finds a matching row in the second table, the third table, and so on. When all tables are processed, MySQL outputs the selected columns and backtracks through the table list until a table is found for which there are more matching rows. The next row is read from this table and the process continues with the next table.

Why is this important? Imagine a main table - tableA - with 80,000 rows of data. This table has a corresponding n:n table that maps entries in tableA with a locations table. A query could be written as:

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown'

Keeping the above quote in mind, MySQL will read a row from the first table and join the corresponding data from the joined tables for that row and then sweep thru the rest of the data, joining as it goes along.

This leads us into the following section.

Number of rows needed to execute a query

You can get a good indication of how good a join is by taking the product of the values in the rows column of the EXPLAIN output. This should tell you roughly how many rows MySQL must examine to execute the query.

From the above, you can determine that for a query on tables that have not been properly indexed, a join can quickly become unwieldy when dealing simply with three tables with records in the thousands (1000*1000*1000 = a slow query). See HackMySQL for a good example of this.

Reducing the number of rows needed to execute a query

So beyond indexing properly for joins, you can still end up with a query that runs in a way that causes a bottleneck.

Taking our example from above, imagine that we use a where clause that limits the tableA selection to half (tableA.foo = 'bar' below):

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 40,000 rows of tableA data to examine. If there are a further 2000 rows from tableA2locations, thats 800,000 rows of data. Not astronomical, but significant. If this was a 3 or 4 table join, things could get ugly. What to do? The answer may be obvious to some: select first with the most limiting table:

SELECT tableA.*, locations.location from locations 
Left Join tableA2locations on 
tableA2locations.location_id = locations.id
Left Join tableA on 
tableA2locations.tableA_id = tableA.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 1 selection from the locations table, then 2000 from tableA2locations. If the join between tableA2locations and tableA is indexed correctly, we are then left with an index join based on ID, rather then having to initially select 40,000 rows from tableA as in the previous example.

When I first started programming, it made sense to me to select from the main table (tableA) and join the lookups. But once you add some data to the mix and start to play with Explain, you quickly realize that selecting from the limiting table can make your server's life a little easier.

For further reading on the topic, I always send people to HackMySQL when they ask, so for more tips and tricks, be sure to have a read thru the optimize section of that site.



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