Name: Gabe Lambert


Date: 9/18/2011

Student Number: X00046900

WEB DESIGN Textbook Assignment POINTS: 10

Chapter 7: Promoting and Maintaining a Web Site


  • Type the answers to the following questions as appropriate.
  • Change your answers to BLUE to distinguish them from the questions. 
  • This document should have a professional appearance when complete.
  • NOTE: Test questions will be based on this information.

PART 1. Definitions: Briefly define the following terms:


Self-testing: Testing of pre-published Web pages by the Web designer or development team.


Target audience testing: People who represent your target audience, and other interested parties, to review your Web site and test its navigation.


Web hosting company: Companies that offer a variety of Web site hosting services on their severs or provide facilities for Web site publisher’s services.


FTP client software: A software program that provides a user interface for transferring files using the FTP protocol.


Anonymous FTP site: File Transfer Protocol (FTP) is a standard network protocol used to transfer files ... connect anonymously if the server is configured to allow it.


Search tool submission service: A business that registers Web sites with multiple search tools


Link exchange program: A program formally structured program that arranges reciprocal links between members.


Benchmark: A measurement standard to which actual performance can be compared.


Web server log analysis: Analyzing server log transactions.


Web analytics: The analysis of various types of Web site visitor data to understand how visitors act to the site.


Tracking cookies are used for an origin website to track and send state information to a user's browser and for the browser to return the state information to the origin site.

WIKIPEDIA: Use Wikipedia to search for SEO (“Search Engine Optimization”) and define these terms from the Wikipedia text:


SEO is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.


Indexing: includes back-of-book-style indexes to individual websites or an intranet, and the creation of keyword metadata to provide a more useful vocabulary for Internet or onsite search engines.


Spiders: the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.


Crawling: A Web crawler is a computer program that browses the World Wide Web in a methodical, automated manner or in an orderly fashion.


White hat SEO: The white hat marketing implies that all SEO activities are carried out while conforming to the guidelines, rules and policies of search engines.


Black hat SEO: Black hat marketing involves SEO activities that are against the norms of search engines.


Link farms: Link farm exchanges were at first handled on an informal basis, but several service companies were founded to provide automated registration, categorization, and link page updates to member Web sites.


Cloaking: Cloaking is a search engine optimization (SEO) technique in which the content presented to the search engine spider is different from that presented to the user's browser.

PART 2 Questions: Answer each of the following briefly, but completely.

1. List at least three traditional techniques for promoting a web site.

    1. Firstly, you can use word of mouth by telling people about your Web site; it’s easy and free.

    2. Secondly, you can use print material to promote your Web site: business cards, brochures, print media ads, and other types of printed materials.

    3. Thirdly, you can use promotional giveaways which include items such as: magnets, coffee mugs, coasters, T-shirts, caps, pens, memo pads, and calendars.

2. Why is it important to maintain and update your web site on a regular basis? You should constantly maintain and update your website to check for problems that may need maintenance; in order, to keep your Web site fresh; therefore, it will keep your target audience coming back to check for updated features to your Web site.

3. Web Site Optimization Tools: There are a number of sites on the Internet that will help you optimize your site. One is the Web Page Analyzer, a free service for web analysis:

  • Go to:
  • In the box for the URL to diagnose, enter the SFCC web site: then click SUBMIT QUERY (you may have to enter a graphics verification).
  • Scroll through the analysis results. What kind of information did this analysis provide? There were many negative results on the size of the Web page, so it will not make it easily viewed by people on different connection speeds. It also gave a full Web Page Speed Report.
  • Once you upload your own web pages, how can this service be of help to you? This service will help to show me where I can make improvements to make the Web site fit for my Target Audience. It will help to make it more convenient for the visitor, so the visitors will keep coming back, and they will use word of mouth to refer my Web site to their friends and colleges.

  • Take a “screen shot” of the SFCC home page analysis and paste below (this is a long page; you only need a screen shot of the top screen). 

Screen Shot of SFCC Home Page Analysis: