Newsletter #118 The Web as a Database

Created on 30/10/07

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Feature Article

When you think about it most people use the Web as a great big database. When we want to find something or gather information we bring up Google and type in a few words that describe what we are looking for. Then we troll through the results looking for links that appear to lead us toward the answer.

Often this search process will lead us deep into a site away from the home page and then back to Google for another troll through the search results. Sometimes this search will lead us to the home page where, depending on how well the site is designed; we can be frustrated in our quest or manage to find what we are looking for. Why is this process important? Because search engines deliver an average of 40% of all traffic to Websites based on a survey of sites we manage.

This search process also conflicts with the way that most sites are structured. Most likely your site is setup into sections like: About Us, Products or Services, Case Studies, Testimonials and Contact Us with the expectation that visitors will follow a standard path through the home page, checking out your company its products or services and the other information you have carefully put together. How many people actually follow this standard path? Not many.

Search engines are changing the way we use the Web. We query the database and then sample pages from a number of sites; very rarely do we read a site from end to end. As the complexity and size of the Web increases this type of behaviour will increase – we need interfaces that make sense of all this data. Currently Google is the most popular interface but there are many, including price comparison sites and sites of people or companies we trust.

When you think about the Web as a database it has major ramifications as far as Website structure is concerned.

1. It maybe better to have a site that has a number of highly focused and search engine optimised landing pages that are designed to be database records rather than an integrated part of the Website. When a visitor arrives on these landing pages they see content and linkages that are customised for them.
2. Your site could be broken up into mini-sections that concentrate on certain themes. For example you might have three main product lines - perhaps break them up into three sections that can be more tightly optimised and be viewed as standalone units. You may even consider making them separate Websites. The sum of the parts is worth more than the whole.
3. Research what search terms visitors are using – they may not be the ones you are using to optimise your site. Angela Natividad writing in www.Adtechblog.com noted “…learning that Converse consumers call Chuck Taylor "Chucks" made a huge difference for the marketers and creative people involved”.

 Sure you still need a home page and an About Us section but maybe your site needs to be adapted to the way your customers-to-be are using the Web.

Hot Tips

Newbies

In Windows all non-maximised programs (windows) can be moved by dragging their toolbar. You can minimise a window by clicking the left button of the three at the top right of the window. Minimising a window will send it to the taskbar where it can be restored by simply left clicking on its icon. The middle button of the three at the top right is a toggle which will either maximise the window, if it has been resized, or restore it to its last resized state. The last button at the top right is a red cross that will close any window. Any window that is not maximised can be resized by dragging any edge of the window. If you close a program (window) it will reopen in its last sized state and position.

Power Users

In Windows Vista you can configure two more clocks from other time zones. Open up the Date and Time Control Panel applet. Go to the “Additional Clocks” tab and configure the other clocks. They’ll appear in the tooltip when you hover over the Taskbar clock. No additional software is necessary.

Interesting Sites

One of the most talked about sites on the Web, Second Life is a 3D Virtual World created entirely by its residents. The most exciting part of Second Life, for the business world at least, is the millions of dollars transacted every month in the in-World currency, the Linden dollar. Each player has a fully customisable avatar, or virtual representative. You can create weapons and fight battles but Second Life is more for your more sophisticated virtual citizen who likes to build things and interact socially. http://www.secondlife.com/

InsiteFul Quotes

"Trying to assess the true importance and function of the Net now is like asking the Wright brothers at Kitty Hawk if they were aware of the potential of American Airlines Advantage Miles."  Bran Ferren, futurist, Disney

You can see our other Quick Quotes on the front page of www.netinsites.com; just refresh the page to see another one randomly selected from our database. Great for presentations or times when you want to appear to be a techno-dude(ss)!

Archives

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Best wishes

Alex Garden

Internet Strategy | Website Design | Website Promotion | Web Text Messaging | Email Newsletters | Online Sports Games | Content Management