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Even nowadays, too many companies are essentially cutting up their printed brochures and pasting them online as the prime content for their website. It seems like the cheap and easy option – but actually it’s the very expensive one, and it will cost them countless customers and almost guarantee low search engine rankings. Here are the main reasons why you need to create content for your website from scratch – and not recycle existing print copy. 1. Your brochure is primarily aimed at one audience – customers. Your website is aimed at two – customers and search engines. People read text online quite differently from the way they read printed materials. They scan much more, for one thing. 2. Print copy often contains a lot of puffery phrases like ‘our service is second to none’. ‘Service’ is a stop word with some search engines and will be ignored in a search query. And how many people use phrases like ‘second to none’ in a search? 3. Your brochure is a fixed and rigid entity. You might reprint it every couple of years, but essentially it’s an unchanging unit of 4, 8, 12 or whatever pages. You can do roll-folds, print it on glossy paper or write it upside down in Esperanto if you want, but once it’s done it’s done. Your website can not only change, it should – and frequently. 4. Your website can certainly reflect your brochure. But it also has to act as your sales letter, your shop window, your receptionist, your storeroom, your sales assistant, your despatch department, your PR department, your think-tank, your newsletter, your press ad, your poster, your helpline and...you name it. 5. Does your brochure have one to three keywords per page, repeated an optimum number of times and in the right places? Of course not – one of the main reasons why your website should be treated separately. 6. Is your brochure written in such a way that anyone can pick it up and read any page and without even looking at the front cover, let alone the index, find what they’re looking for? Remember, a visitor can arrive on any page of your website. They should know what you’re about straightaway – and if the page has been optimised well, there’s a good chance visitors will find what they’re looking for at once. 7. Good print copy is clear, concise and broken up into short sentences and paragraphs, with easy to read headlines and subheads. This applies in spades to website copy, which readers scan even more than they would a printed page. 8. A brochure can be put in a briefcase, in-tray or just left on a shelf or table for perusing at leisure. With a website you have only seconds to gain interest and retention. 9. How do your customers obtain their brochures? Are they handed over by a salesperson or distributed at exhibitions? Sent out with a covering letter? Unless the visitor has been personally directed to your website, chances are he or she is viewing it cold, with nothing to back it up. This needs to be taken into consideration when writing it. 10. Need more information? Like to view our other products? Want to contact us? Looking for testimonials? With a website, all these questions can be answered with a single click, and the copy should always be written with that in mind. Remember, you can’t click on a printed brochure. So never just stick your brochure online and hope - you’ll be disappointed every time. Write your website from scratch. Better still, get a professional like me to write it. I can also handle your brochure writing, if you happen to need a brochure writer. But I promise the content of each will be very different. © Peter Wise Instant Article Submitter. - Amazing Breakthrough Software Stuffs Any Website You Want Full Of Free Targeted Traffic. 15,000 Mb Hosting For $4.95/mo. - 4.95 web hosting, Free domain registration! Free setup and online website builder included. Some simple suggestionsWell 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
Optimizing joinsSingle sweep what?
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
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 querySo 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 ( 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 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. Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 | 60 | 61 | 62 | 63 | 64 | 65 | 66 | 67 | 68 | 69 | 70 | 71 | 72 | 73 | 74 | 75 | 76 | 77 | 78 | 79 |
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