Top Five Sins of the Startpage Exchanges



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Right now, these exchanges are generating more traffic to my
site than any other single method ever has. They are a great
tool, as any, in the right hands. They may not work next
week, who knows, but that's the nature of the Internet.

What IS certain is that they can be made to work HARDER for
you right now. Just a few tweaks can make all the difference
between merely counting numbers of useless hits and using
this great *moving billboard advertising system* to
effectively generate real live leads for your business.

1. Broken Links

Goodness knows how many hits I have earned looking at *The
page cannot be displayed* or worse, *The page you are
looking for is no longer on this web site* or the even
funnier, *you are not authorised to see this* ...

OK, so once in a while it might be that a site is only
momentarily down, but that does not account for the large
number of error screens I see, day in, day out.

Hey, that might be YOUR credits I am using, so check that
the link you gave actually works. This has to be one of the
dumbest, yet simplest errors to correct.

Sign up for a free monitoring service so you know if your
page goes down for any length of time.

2. Third-Party Page Rotators

They are UGLY! They look unprofessional and it adds yet
another waiting time to the downloading process as the
rotator page is called by the exchange and the rotator goes
off in search of the *real* page it has to display ... etc.

Yawn! Yawn! Clickaway!

Yes, I know there are *experts* out there telling you to use
them as part of their system. Choose your experts wisely!

I've also earned a lot of my hits looking at the top and
bottom frames of the rotator thing with a BIG BLANK white
space in the middle. And LONG before anything actually
appeared in there, I'd clicked on my *NEXT* button.

By far, THE most important reason why you don't want to use
one of these rotators, is because you do NOT even need to
serve up a variety of offerings. The place for doing that is
on YOUR unique website and/or in YOUR ezine.

3 Java Applets, Flash, Banner Farms, Gratuitous graphics

Anything that is just there for aesthetics increases
download time. You don't need it here. You probably don't
need it elsewhere either, but that's a whole different
article. I as a surfer, certainly don't need it when it
crashes my computer because it sucks up far too much memory
on top of all the pages I have open.

Besides, it loads too slow for me to actually see it!

4. Popups, unders

They have their place, but it isn't here and it isn't going
to endear you to potential sign-ups or clients.

In fact, one exchange, ViralVisitors.com is now giving
members FOUR FREE PopUp & Exit Ad killers. They say:

'These can be particularly annoying when you are trying to
surf for visitor credits. Many will slow down your browser
functions, eat up your Ram and occasionally lock up your
browser so a reboot is necessary.'

If it's an exit exchange or similar, you may use a credit
without getting an actual page view back.

5. Affiliate/Program Sites

I'm NOT going to sit there reading why XYZ opportunity is
the best thing since sliced bread and why I should sign up
right now. I'm certainly not hanging around long enough to
consider the pros and cons of actually spending money.

Besides, I've probably already seen that one 120 times in
the last hour alone. I've developed immunity!

I can hear you arguing that their site is more professional
than your efforts. It might be, but it was NEVER designed
for these exchanges: their pages are generally far too
complex for the job in hand and will load too slowly.

And what about if your program goes offline, stops taking
sign-ups even temporarily, closes for cleaning out their
database or, worse, goes belly up?

I see those every day too. That's someone's credits getting
eaten. Make sure they aren't yours.

Do it right: treat these exchanges as you should small ads
and ezine ads. Don't go for direct hits, just collect email
addresses: leads that you can follow-up later. Then you
won't just have hits today, but you'll have built contacts
and business that will last you forever.



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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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