WHY DESIGN IS AS IMPORTANT AS PROMOTION



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We have all heard that there's no use having the best site in the world if
you don't promote it, and submit it to the search engines.

Well the opposite is also true. There is no point in promoting your site
unless it is well designed and going to trap your visitors.

With over 125,000 home-based online businesses starting each week, internet
surfers have such a choice and have to wade through a sea of information to
find what they want - and they are more likely to be trapped by a
professional looking site than one that looks homemade.

Now a professional looking site does not have to be filled with the latest
technology, graphics and Java applets which take up space and time to
download, however it does need to take account of a few website design
aspects overlooked by many homebuilt sites.

1) The site must load fast, since not everyone has a 56K telephone line and
a Pentium 400 processor, especially outside the US. The most common mistake
made here is not optimizing the graphics, and any image over 30KB is
probably too large.

2) Websites look different on different browsers (not only between Internet
Explorer and Netscape, but also between different versions of these
browsers) and different platforms (PC and Mac). What may look great on one
browser may look unprofessional on another.

The statistics at http://www.thecounter.com you show you that a wide variety
of browsers and platforms are used. The February 2000, the stats show 48% of
users use IE5, 28% use IE4, 17% use NN, and a minority use other browsers.
One more interesting statistic is that around 20% of browsers have Java
disabled. At http://www.anybrowser.com/siteviewer.htm you can see what your
site looks like in different browsers.

3) Websites also look different on screens with different resolutions. A
website designed on a 640x480 screen will look different on a 1024x768
screen.

4) Some companies with large networks restrict downloads from the internet
(to protect their intranets), so any technology such as Flash which needs
plugins, might not be visible to some company employees.

5) It is very important to understand what the TITLE and META tags do, since
these play a very important part in your website ranking on the search
engines. It is surprising how many websites have no TITLE or META tags. More
information on these tags can be found at
http://www.TheWebsEye.com/search_engine_basics.htm.

6) The site must be easy to navigate so that a visitor can find what they
are looking for with one or two clicks.

7) Lastly and probably most importantly, the content of the site must be
good. Not only must it be good, but also it must offer a benefit to the
visitor. The content must be interesting enough to either make the potential
customer buy on the spot, with the use of compelling headlines or banner
ads, or it must give them a reason to return.

If you are maintaining your own website, keep it simple. It is then that
much easier not to fall into the design traps mentioned above. Here are some
tips that could improve your site design while maintaining a professional
look.

1) Use background color in tables instead of graphics to add color to your
site.

2) Make use of percentages instead of absolute values in tables for width
and height values, but then again check that the final result looks OK. This
allows your web pages to stretch to fit the browser screen.

3) Use CSS style sheets to keep your site uniform. There are excellent
tutorials on how to use style sheets at House of Style
http://www.westciv.com.
Using style sheets is as easy as putting an image in your site. You simply
link each of your pages to the style sheet. Then if you want your whole site
to use a different background color or a different font, you only change the
style sheet. Style sheets can greatly simplify the HTML on your pages.

4) If you are using graphics for your site navigation, make sure you also
include a text menu (near the bottom of the page is a good place). This is
because a) some search engines have problems following graphic links
(especially JavaScript and image maps) and b) some people turn off graphics
on their browsers so make sure that you also use ALT tags to describe
navigation buttons.

5) Don't use fancy fonts that you have downloaded from the net because
unless they are supported on your visitors' browsers, they will not be seen.
Keep the fonts simple.

Finally, put yourself in the shoes of your target audience, and ask yourself
if your site gives you a reason to browse further. Using strong headlines
and compelling text is more important than special effects and large
graphics.

The best websites from a marketing point of view are often the simplest.




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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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