The Upper Left Corner

Without fail, in my efforts to stay professionally developed, there is always an A-ha moment where I bonk myself on the forehead with the heel of my hand and wonder how I forgot what I’d just re-learned.

The most recent moment came while attending a webinar on paid search. The speaker, David Szetela of Clix Marketing, was discussing the importance of quickly getting the message to the visitor that your site is where they need to be. The best way to do this is to reiterate search terms (key words) on the landing page.

The best position in which to do this is the upper left corner. Eureka! There it is.

Most of us are targeting left-to-right readers. We don’t start reading in the middle of the page, so why do we insist on putting headlines front and center? It looks pretty. Well, pretty don’t pay the bills. We typically have less than ten seconds to capture attention and persuade prospects to take the next step.

The same principal that applies to the lot upon which your home is built also applies to virtual real estate; location, location, location. Next is content. Internet marketers can greatly increase their click-through-rate and in turn conversion rates if the first thing searchers see (location) is material relevant to their search (content). To maximize the probability that the visitor will read a whole headline and act on it, include search terms. If a visitor sees what was searched for immediately then he’ll be more likely to spend time exploring your site and purchase your product or service.

Which is the whole point.

A-ha.

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As many of you know Atilus is new. We are not a new company, but we do have a new name. We decided, after much internal debate, to change our name to Atilus. Beginning the process a number of months before the actual changeover we understood that transferring our website’s built-up search engine reputation was yet another hurdle we would have to over come.

I have decided to author this post as a quick window into the process of the transfer, but more importantly to highlight the results - so that other companies thinking of making a name or domain change can prepare themselves (implementing proper techniques for sucess), but also know that there will be some lag-time between new site, new domain, and your old typical results.

Begin the change over process manually. If you have frequent visitors or a stable audience introduce the idea and what will be happening long before the actual change. As many of you know we physically asked our clients what they thought of our new name and domain. We also wrote about what would be happening in posts and newsletters. It may take time, but to ease the change and minimize potential client or visitor fall off it is essential! Additionally, you can also write pre and post-launch press releases. Once disseminated across a valuable PR service, not only will this help you rank better (because of links-in to your site) in the future, but it will also provide valuable incite for visitors or customers that may have not heard about the changeover. For example if you search for our old name “Unique ID Web Design” the following appears:

Google Unique ID Web

Immediately, before anyone even visits the site they can see in the listings that we used to be called Unique ID, but our new name is Atilus.

Technically speaking, if you are considering switching your domain name or URL I highly recommend learning more about 301 redirects. By properly implementing this technique you will essentially be letting your audience (and search engines) know about your move. Finally setup your new domain in webmaster tools and install any analytics. Register it before launch, and begin watching the traffic right away so you will be able to immediately track the success of the change and be able to measure performance drops.

And you will probably see some performance drops.

We switched over our domain on February 1st, 2008. So since then we have been able to collect two months of data. A significant portion of our traffic comes from search engines. In monitoring the search engine rankings of the terms that most often bring visitors our old site as well as Atilus.com was absent for a little bit and has fluctuated greatly since the change. But, overall, our total traffic seems to have reason thanks in part to more blogging both before and after the change-over.

In conclusion, plan ahead and the effects of a domain change-over will be minimal, but always prepare for the worst!

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Social networking applications usually take the form of websites that allow people to share information with other people. To really wrap our minds around the concept of a social networking application, we have to look at it’s purpose. As suggested by the name, the purpose of these applications for the user is to socialize. So process this in your mind: people of a community or network of communities come together in one place (a website) to socialize by: visiting the site, registering, logging in, sharing information with others — How does this work? What does it look like to the programmers behind it? What makes this website tick?

Let’s make up a name. We’ll call our social network, MyParenthood.com — a social network for parents. Great, we have a concept and we have a domain name (in our example we assume we have demand for such a website.) Next step is to enlist the help of some crazy-cool programmers to make our dreams a reality.

Personally, I would start with a screen design. Then I would throw it to the programmers to make the design come alive. The reason I do this is so the programmers have a good picture of the concept. The screen design shows them things like current features and potential future features.

Here’s what our site will hopefully look like:

myparenthood.jpg

For obvious simplicity sake, our application will only have 2 features:

  • MyParenthood.com will allow members that are stored in a database to login.
  • Once logged in, the following message will display: “Welcome, Devin Castro!”
    while my name will be replaced with the user’s name as stored inside a database.

The programmer will first choose a database technology suitable for your application. In our example, I will use MySQL. l then create a table to store users inside of. Databases use tables to store information, similar to an excel spredsheet that contains rows and columns.

This represents the data in our table:
myparenthood_usertable.jpg

Alrighty, the application’s coding will take the form of 1.) HTML (this controls what people see when they visit your site) and 2.) Dynamic Language (this processes information your users pass to your website e.g. username and password in order to login)

We’ll assume we have the HTML part done. It will look something similar to this:
(Note: this HTML does not represent the styling shown in our first figure.)
myparenthood_html1.jpg

Now, the part that people don’t see include things such as:

  • Database interaction.
  • Form processing.
  • Output of HTML.

Here’s a simple snippet of code that will accomplish our goals mentioned earlier:

myparenthood_code.jpg

This code will take the username and password that the user entered on our HTML page, then it will attempt to look for a matching user in our user table. Finally, if there is a match the script will output a welcome message that contains the user’s first name and last name as taken from the database table.

Albeit, this code is very crude, may be buggy, and has some serious security holes. Also, websites that have similar functionality may contain more than only 30 lines… more like hundreds or even thousands of lines if the site does more than a simple login. Professional programming requires consideration to factors such as security, reliability, and scalability.

So there we have it… a somewhat crude, but functional login area for our MyParenthood.com Social Networking website. Of course, no other functionality has been developed as we have not gone through how a social networking application actually allows users to share information with other users. That task involves a bit more complex coding and while this was only a mere example, you can see what the pre- “guts” of a social networking application might look like.

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Read a terrific post about social media marketing over on Pronet Advertising:

Linkbait - Will Search Engines Ever Regulate Your Linkbait?

Is it possible that search engines will start regulating your linkbait? Seems highly unlikely - after all, good content is good linkbait. However, what if it does happen, do you have a backup strategy?

Design - Top-10 Application-Design Mistakes

Applicable both to traditional desktop applications as well as web-based applications (such as Facebook Apps.) or localized widgets. Keep these 10 application design mistakes in mind and do your best to avoid them.

For more information please check out the full post.

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We need your help!

As stated in my previous blog post, Zach and I are co-producing a series of internet webisodes about web apps, internet marketing and overall internet development… but we have no name for the show!

So we are turning it over to you.

Even though the show is produced by Atilus, it will not be an Atilus show. We want to offer the community at large some free information regarding the internet and its capabilities. So we want to keep the company name out of the program title.

Any ideas?

We want to hear therm…

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