Introduction to WEB PUBLISHING

Web publishing is one of the most exciting aspects of web design. There is, however, some important information to understand before rushing into publishing any web site on the Internet. This section will discuss a few considerations and some important information that should be reviewed. This will allow the new web publisher to understand the implications of publishing a web site, and that there may be financial considerations as well.

Internet Service Providers

Internet Service Providers (ISP) are companies that sell consumers access to the Internet and the World Wide Web. Examples of ISP's are America Online, CompuServe, Juno, MSN, etc.. The consumer (you) purchase the services usually at an annual or monthly fee. The company provides you with software that uses a web browser, or you may just use your existing web browser. These services offer "proprietary" content that can not be accessed unless you are a paying customer. For example, America Online offers many extensive services to members that can not be accessed from the Web. Most ISP's will offer members enough space on the ISP's servers to set up a personal web page. This is one way that you are able to maintain a limited "web site" and is normally offered to members at no extra charge.

However, this type of arrangement is usually only adequate to maintain a personal site. It would not be adequate for most businesses. If you are setting up a larger site or one for a business, it would make more sense to locate a Web Hosting Service.

Web Hosting Services

A web hosting service is a business that allows clients to use their computers solely for the purpose of maintaining a web site. The client usually pays an annual or monthly fee to "rent" space on the host's server. This is a common arrangement for many small and medium business. The Hosting Service is responsible for the maintenance of the server hardware. They use mirror servers and other back up devices to guarantee that your web site will be up and running when your prospective customers and clients wish to access it.

Using a web hosting service is generally economical for the peace of mind it affords. However, there are usually set-up fees and there may be many other fees depending on the amount of traffic and downloading generated on your site. Any person or business considering the use of a web hosting service should carefully read all of the "fine print" of the agreement. If you can find a service that may waive the set-up fee and has unlimited downloads, it is worth a second look.

Free Web Providers

One of the best ways to get your feet wet in Web publishing is through the use of a free web hosting provider. These services usually offer similar services to other commercial providers, but the published web site must display advertising on the page. It is through this advertising that the provider is able to generate income to sustain the service they provide to their users. Some of the larger free providers are Yahoo's Geocities, Angelfire and a few others. These companies offer not only a tremendous economical opportunity for new web publishers, but they also are good for "learning the ropes" or trying out new sites.

New publishers can also utilize file management software on the sites that use graphical interfaces for uploading and maintaining new pages and other files.

Domain Registration

One of the most trying aspects of publishing a web site, can be finding an available "domain name". The term "domain name" refers to the "dot-coms" you hear so often. In order to have your own domain name, you must register the name. The process is comparable to getting a trademark or copyright on something. The main agency who oversees the entire domain name process is called the InterNIC. The person who wishes to be granted a domain name must register the name with the InterNIC before it can be used. The cost is not that bad. In general, it will cost anywhere from $4.95 to $35 for a one year registration. The cost will depend on the registrar and the type of "domain extension". It really pays to shop around. "GoDaddy.com" is a registration site that actually has "sales" on domain name registrations.If the name is not renewed after that two year period, it becomes an available name once again. There are also discounts available for registering the name for a more extended period.

With the explosion of activity on the Internet in the past few years, the InterNIC became overwhelmed with requests. Being unable to keep up with the demand, they contracted with other companies to register domain names. One of the largest of these independent registrars is Register.com. If you wish to register a name, you can go to the web site, check the availability of the name; register a name and pay with your credit card; and Register.com will also direct you to a web hosting company to get you on your way. This type of service has made it quite easy to register a name. The difficult part is finding a catchy name that has not been taken already.

There have been so many registrations recently, that the InterNIC has approved other "domain extensions". A domain extension are the letters following the name. ".com" is the most desirable extension, however since there are not too many names available with that extension, you may want to use a .net, .org, .cc, .tv, or one of the other domain extensions now available.

Publishing Procedures

Once you have selected your hosting service, there are a few ways to get your web files to the server in order to be truly published and "get the show on the road".

Web Software "Publish" Command - Graphical Web Development Software like Macromedia's Dreamweaver, Adobe Pagemill, and Microsoft's Front Page have built in commands to publish your site to the World Wide Web. Click a single command on a menu, and you are on your way. Just follow the instructions as they walk you through the steps. Certain features in Microsoft Front Page webs, such as forms, will not function unless the web host has "Front Page Extensions" featured on their site. This will be an important consideration as you publish your site. If you used Front Page, be sure the host supports the extensions.

FTP Software - There are several programs available to upload your site through this method. "FTP" stands for File Transfer Protocol. The software links to your host server, and does a rapid transfer of your files. This is a popular method for many web developers. Microsoft Windows actually contains an FTP program that can be used if you have no other program available.

Host Proprietary Software Uploads - Large host providers like Yahoo's Geocities have developed their own software for uploading files. It is very basic and easy to use. Once you have registered with the service, you will be able to access their "File Management" software. You use the company's software to link to the server, and upload the files to it.

Promoting Your Site

Many persons believe that once they have published their site, that it is time to sit back, relax, and wait for the millions of viewers to start appearing. The sobering fact is that once your site is on the Internet, no one except you and your hosting service know that it is there. You can not do a search for it on a search engine and find it either. That is because the search engine does not know it is there. So you must formulate a strategy to get people to utilize your site, specifically if you are using it to sell items and/or services.

There are a few different ways to begin promoting your site:

Search Engines - "Search engines" are services that exist on the Web solely for the purpose of helping people link to the information they are looking for. They are like electronic address books with searching capabilities. Some of the larger search engines are Yahoo, Alta Vista, Lycos, Webcrawler, Google, Dogpile, etc.. Users go to the site and use a search box to find information on a specific product or subject. The search engine will then produce a list of links to sites that contain what you are looking for. In order to get your site listed on a search engine, you must submit your site for inclusion in their engine. This may be a long and drawn out process, especially for larger search engines. There are some online companies who specialize in search engine submissions for a fee. It may be a good idea to research them before you spend any money. There are some that are free, but they mostly link you to the sites and you are left to do most of the work completing forms and registering your own site. What can not be denied, is that being registered with a search engine allows people to find your site.

Banner Advertising - Everyone who is connected online has had the pleasure (or displeasure!) of viewing banner ads. They are seen on major search engines and on ISP portals. Although they may be annoying, they are visible and sometimes work. There are several free "banner networks" available to promote your site at little or no cost. These sites operate as a cooperative effort. For example, you submit your ad to the company, and they post your ad on other members' sites. You, in turn agree to allow banner ads to be displayed on your site. It is a good idea, but some question its effectiveness. You also have the option of contacting a large search engine and inquiring about prices. This can become costly and, once again, many question the effectiveness of this type of advertising. You also may have to pay someone to create the ad for your at an additional cost.

Traditional Media Advertising - There is no doubt that many companies, large or small, spend a lot of money promoting their web sites. This is borne out by marketing studies that have found that people must be "driven" to a web site through avenues other than online ads. This "other" advertising refers to more traditional methods like television, radio, and in various print media. Your budget probably does not include this type of luxury, but you can still promote your site in simpler ways. Some suggestions follow:

•  Always include your web address on business cards

•  Always include your web address on your letterhead

•  Always include your web address on flyers and brochures

•  Try offering "web only" coupons. These can help you track the effectiveness of your site. 

Well, That about wraps it up for the information I've got on Web Design. I hope this has been a helpful reference for you. I look forward to hearing from you in the future. Keep me posted of any new sites you publish. Just drop me a line at tmvassallo@yahoo.com. See ya!

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