SearchEngineOptimisation.com, only one way up

Search engine marketing companies frequently talk about the value of search engine traffic, but they rarely talk about traffic in general. Your site doesn’t survive just on traffic from the search engines. There are many paths to any website, and all the traffic that flows along them counts toward the site’s rankings.

Traffic is, essentially, a sign of popularity. While the search engines are interested in the popularity of a page within the search results, they also look at the general attractiveness of the site. This means that all of your traffic sources are valuable for your SEO.

Your site’s traffic is made up of a number of sources:
*Direct traffic – this is the kind of traffic that sites used to live off in the old days, attracted by direct advertising. Few businesses can rely on these loyal customers.
*Link traffic – link traffic is a handy side-benefit of link building.
*Industry traffic – this traffic is brought in by talk of your business around your industry.
*Social traffic – any social media connection coming to your site forms a part of this section of traffic. Social traffic is a growing commodity and should be looked into in your SEO plan.
*Search engine traffic – this is a major component of any healthy site’s traffic rate, and can be boosted with SEO services such as those provided by us at SearchEngineOptimisation.co.uk.

Don’t overlook your traffic sources when optimising your site. Talk to your SEO company about boosting traffic levels.

PHP 5.3 has been out for about a year now and we have recently upgraded our web servers to PHP 5.3 to facilitate the extra functionality afforded by this version. The most interesting new feature is the addition of anonymous functions, which we have been used to for many years in JavaScript. PHP and JavaScript are the two main programming languages that we use for our web development.

What is an anonymous function?

I will start by explaining what a function is. In programming languages, a function is a block of code that has optional inputs that are passed to it and one output that is returned. Every programming language has its own built-in functions and allows the programmer to define their own. Along with variables, which store values (which can be passed to and returned from functions), the function is one of the most fundamental aspects of most programming. An example from PHP is strtolower(). The code $result = strtolower(“HELLO WORLD”) takes the text “HELLO WORLD”, applies the function strtolower() to it, which converts to lower case, and then puts it into the variable $result.

Sometimes however, it useful to store a function in a variable. This way a function can be passed to another function for further computation (this is known as a “callback”) or returned from another function. This has always been achievable in PHP by storing the name of a normal function in a variable. Thus you could define a function called compare() and then use $function = “compare” to refer to the function.

This has a number of drawbacks. One is that once a function exists, it cannot be deleted so it takes up memory for the rest of the script. Another is that no other function with the same name can be declared elsewhere in the application; even if the function is only used once. Also, functions in PHP have global access so the rest of the application would have access to it, which is not necessarily desirable from a maintenance point of view.

Anonymous functions help to overcome these problems. They have existed for many years in languages such as JavaScript and Python and are used extensively in the programming paradigm functional programming. They were invented in 1936 by Alonzo Church as part of the definition of Lambda Calculus, predating computers, in which all mathematical functions (from which the programming concept is borrowed) can be defined without names.

How to use anonymous functions

In PHP, a normal function, which checks if one value is bigger than another, is defined like this:

This can be written as an anonymous function like so:

This is called with $result = $compare(2, 5); as opposed to $result = compare(2, 5); for the previous example (note the additional $ sign, as it is in a variable).

An anonymous function can even be passed straight to a function without being assigned to a variable:

Sometimes you need an anonymous function to have access to local variables from the scope in which it was declared. For example if you have this code:

In order for the anonymous function to have access to $string, it needs to be declared like this, with the use statement:

The use statement takes a list of variables from the current scope and allows the anonymous function to have access to them, regardless of where the anonymous function is executed.

In conclusion, anonymous functions are a very useful feature that are helping finally to bring PHP up the standard of other scripting languages like Python. Hopefully in the future we can look forward to more features in this vein such as anonymous classes. I will shortly write another post about some of the interesting things that can be achieved with the use of anonymous functions.

It can be extremely daunting launching a website for the first time, particularly if you are not hugely experienced in using the web and what users want. With so many different file formats and techniques around, there is a lot of belief that websites need to be complex and confusing and full of various formats and technical offerings to stand out from the crowd – but this is not always the case. A website which is over-complicated can often miss the basic points and elements of a strong website which most users require, so if you are new to the online world then fear not, as sometimes the simplest ideas are the best.

It is worth hiring professional SEO services to help you with creating your website and any links and content that goes with it. Professional companies know the web inside out and will be fully aware of what works and what doesn’t. They will ensure that your website is picked up by search engines and displayed within relevant user searches, which is one of the most common ways of creating awareness of your website and driving traffic to it.

A good website should be clear and concise. It should be obvious what the company name is, what products or services you have to offer, and site navigation should be easy. Try not to cram too much information on one web page and make the most of being able to include multiple pages on different topics. Users like websites where they can view specific pieces of information or entire subjects easily. So a simple website which can be navigated around with little problem is often much better received.

Any reputable SEO company will tell you that content is the most important aspect to any website. It is worth getting professional advice or guidance on content if you are unsure; however, browsing other websites is one of the most effective ways of gauging what works and what doesn’t. A lot of people starting their own websites forget that everyone is a user, even the person behind the website, so never be afraid to take into account what your personal likes and dislikes are.

At SearchEngineOptimisation.co.uk we see a lot of fantastic websites, but a lot get so caught up in the keywords and links that they forget the main reasons why people visit websites. Users are of course looking for information, products or contact details and it is amazing how many websites make it difficult for users to find simple directions or telephone numbers. A bit of background about your company adds the element of trust too and once your site has settled in you can look to add blog or news pages. Remember that web optimisation is an ongoing process so you do not have to have everything perfect right now.

Ultimately, the purpose of most websites is to generate sales or revenue so always make any sign up or purchasing elements simple and easy to follow. It is a good idea to offer multiple options for users to make it as user friendly as possible.

As more and more website owners look for new ways to expand their websites, many are now turning to the mobile platforms. Over 90% of mobile traffic in the US is attributed to the Apple iPhone and Google Android mobile platforms, this represents a massive potential market for both big brands and smaller companies.

With so many people now using powerful mobile handsets such as those mentioned above, it’s impossible to ignore the obvious opportunity that website owners have to target new customers while they’re browsing on the move. But many, if not most, people wouldn’t know where to start when it comes to developing a mobile site aimed at selling their products.

The first port of call is determining your target platform(s). Although iOS (iPhone) and Android make up most of the market share, there are many other mobile platform in existence such as Symbian, Blackberry and Windows Mobile. The latter 2 are used primarily by users in corporate environments, whereas iPhone and Android users are representative of the more mainstream user.

Once you are sure which platforms you intend to support, you have to choose how you are going to implement the site. It’s recommended by many to use the latest frameworks such as jQTouch or Sencha Touch, libraries which are typically aimed at iPhone and Android handsets. However, there is a new mobile framework soon to make an appearance: jQuery Mobile.

Possibly the most well known and well used Javascript library in existence, jQuery are currently developing their own mobile framework which is aimed at supporting all mainstream mobile handsets, including those listed above. This is could prove to be a significant turning point in mobile site development as it paves the way for site owners to expand their audiences to include mobile users, regardless of what handset they use.

We at SearchEngineOpimisation.com have the resources and the knowledge to help leverage mobile technologies to market your brand. We have teams of designers and developers who have expert knowledge and years of experience developing in the mobile web market. Contact us now on 0845 077 2963 for a quote or to find out more information.

Most SEO experts are familiar with error codes and redirect pages, and know how useful and necessary they are in terms of managing web pages which are not working properly or are under construction. Some of the most familiar and popular server codes are the 301, 302 or 404, but a code that is being used more frequently is the 503 code. This code is just a status error code like the others, yet it is the one code which a lot of companies do not use to their full advantage. Whilst it cannot be used in every instance, there are benefits to using this code when it counts, and it can make a vast difference in terms of the effectiveness of your SEO.

The main reason why SEO consultants do not regularly use this code is simply down to a lack of understanding and also out of habit. As the other codes are generally seen more throughout the web in general and are more accepted, they are more commonly used over the 503 code.

The most distinctive characteristic of the 503 status code is that unlike some of the other codes, this one is usually displayed when there is an actual problem with the server and not because there are corrupt links or web pages under construction or review, or any other reason that is not server related. Any time the server is unavailable, the 503 code will be displayed.

Error messages for server issues are commonly caused by a large amount of traffic going to a site, and if the crawlers and robots searching do not understand the reasons why, it can affect page ranking and index scoring. This is arguably one of the best features of the 503 code, as it tells the search robots exactly what the problem is. In a similar way that you can adapt standard redirect pages to inform consumers when a site will be up and running, a 503 code can inform the search engines.

If you know that your site will be unavailable for a specific time frame then it is possible to instruct the search engines of this time frame and advise them when they can return. This is a clever tactic as it means that the search engine will stay away whilst the site is not working, resulting in less damage to the indexing, yet it will return when the site is actually fixed and not leave it alone altogether because your site was deemed a broken one. If the problem is purely a vast amount of traffic then the search engines can be instructed to simply return when the traffic flow has decreased.

The 503 code can even be used alongside other error codes for instances, such as site maintenance as a communication tool for the search engines. Whilst a 301 or 404 direct can be included to inform website visitors how long they should expect the site to be down, the 503 can offer the same information to the search engines, resulting in everybody being happy.

When it comes to getting advice from SEO experts we often see mixed opinions on various aspects of web optimisation. One of the most crucial elements in starting any online development of our websites is how we choose to host our sites. A common occurrence for companies is to use packages which provide shared hosting, whilst other specialists may advise individual companies to use a dedicated server. There are quite significant differences to using both these methods and which you choose is really down to your personal preferences, website requirements and budget.

There are many shared web hosting services and packages available that it can get confusing. A shared host basically means that you will share the services of the hosting site with other websites who are signed up to it. A dedicated server basically means that the company in question own the server and any resources and facilities are not shared with anyone and are solely the property of the company. In the first instance, a lot of SEO experts may automatically steer towards dedicated servers, but depending on the nature of your business a shared service could work just as well for you.

Smaller businesses in particular that do not expect or require an immense number of visitors to their site can benefit from a shared hosting scheme. For starters, it is a lot more cost effective as the cost of the services are being shared amongst many companies. If your business is small then you could be wasting money on your own dedicated server as you may never require the reliability and performance that a dedicated server gives you. It is worth noting however, that there are restrictions on installing applications on a shared hosting site, so they are generally best used if you are more likely to keep things simple.

If you have a large business or website or you are looking to expand your online business rapidly then investing in a dedicated server is usually a better choice. With a shared hosting site you are sharing the IP address for a start, which is not the ideal situation if you are a larger business looking to build brand identity. Adopting a shared hosting strategy also means that other sites linked to you could affect your reputation or your page rankings.

Lastly, if you are building a website with more detailed or alternative content, such as videos or images, then a dedicated server will probably work best. With shared services there are more occasions of server crashes and you have less control over server issues. If you have large file sized content then this could be a hindrance to a shared hosting site. Even on a dedicated server there can still be issues with video content in terms of file size. A good solution for this is to stick with your dedicated server but use a video hosting site such as YouTube to post all your larger videos. You can still include a short video trailer on your main site but without the hassle.

It is an unfortunate state of affairs, but the fact remains that there are hackers and spammers out there who are set to destroy other websites. Spammers and hackers attack other websites for a variety of reasons. Some can be fraudulent situations where they are trying to access personal customer information or customer databases, whilst others can simply be to redirect links and information to other sites or distribute spam links within the site. Whatever the reason for them doing this, it is something which any company must avoid at all costs, as once a hacker or spammer gets into your site, there is no going back.

In case you are still a little dubious about hackers or believe it will never happen to you, think again. There is nothing worse than spending a lot of your hard earned cash on professional SEO services only for a hacker to come in halfway down the line and ruin it all for you. In some instances you can block specific links and change all your passwords, however if a hacker gets in too far then it could result in the search engines perceiving your site as spam, and they could even ban it altogether. If this happens then you will need to start from scratch, and any SEO experts or web developer will tell you that this is not an ideal situation to be in.

There are a few simple security measures which all companies can put in place to prevent access from unauthorised sources. Prevention is better than cure in all instances, especially when business or customer reputation is at risk. The majority of hacker opportunities occur during communication, whether this is communication between staff members or from business to consumer.

Passwords are a major area of concern, and any system passwords should only be known by a few select people. If you do need to distribute passwords to other staff members then do not do so over unsecured email connections. Always change passwords on a regular basis and try to make them as complex as you can. Your web design or SEO company can tell you what counts as a strong password and it will generally include multiple character formats and little pattern or obvious connection with the business.

File sharing is another area where security can come under attack and are very easy to intercept. FTP sites are commonly used and whilst they are a fantastic method of transferring files, they are easy to log in to as the passwords required are not usually very complex. There are alternative file sharing resources out there such as FTPS versions and the winSCP; which are good to use. Always ensure that customers or clients are provided with clear instructions on how to download files or send files via this way.

Lastly, always use a SSL server for any connection or web applications. This not only protects your business but also gives faith to your consumers. This allows users to confirm the identity of the server and its source, which is particularly important when personal details are being exchanged.

In web development change is a constant. From the fluctuating trends in web design to changing business models and technological standards, websites are exposed to a multitude of factors which can cause change. For this reason good websites and e-commerce systems have to be designed with these factors in mind. To be able to handle change, systems have to be developed in a way that allows parts of the system to be changed while the rest of the system remains untouched. One of the solutions that deal with this is the implementation of an architecture which separates the visual design, business logic and data access logic.

A popular example for such an architecture is MVC as used by Zend Framework. In MVC, the program logic is separated into Models, Views and Controllers. Views handle the user interfaces and visual elements of a system. Models deal with the bulk of program logic and provide functionality for accessing data sources like a database or XML files. Controllers sit between models and views and handle the transactions of the whole system. Simplified you can say the controller decides what to do, the model does the work and the views present the results.

In terms of website projects the benefits of MVC are clear. When a re-design of a website is required, the only part of the system that will be affected are the views. If the system gets its data from an Oracle Database instead of MySQL, only those models that deal with data access have to be changed. If new functions need to be added to a website it only requires the adding of the required models and views which can then be tied in with the controllers.
The overhead of implementing a complex architecture like this can be offset by using one of many readily available frameworks like Zend. Zend Framework provides the functionality that is needed to handle the MVC interactions and provides a code library with many useful classes from which functionality can be inherited. As a result of this the overall development time for large projects is cut down while implementing an architecture that is beneficial to future development.