What is web presence

website

What is a website?

A website, also called website, homepage, internet page, or simply page, refers to a document in HTML format which can be called up by a browser on the Internet. Practically all documents on the Internet (PDF, .txt, .php, etc ..) can be referred to as “web pages”, even if they are not available in HTML format.

Structure and structure

A URL is assigned to each website. The domain URL (www.webseite.de) referred to as the start page, main page or "home". Subpages (www.webseite.de/unterseite) are also known as landing pages, directories or landing pages. The entirety of all web pages of a domain is also referred to as an internet presence, web presence, internet presence, website or simply a “homepage”.

In addition to the HTML markup language, websites are built using the CSS (Cascading Style Sheets) design language. While HTML is responsible for the structure and interaction with the user and the database or the server, the design and appearance of a website is designed with CSS. In addition to CSS, .php files or Java scripts are also built into a website.

Differences from printed documents

Web pages are received fundamentally differently than printed documents, be they books, newspapers or flyers. Eye tracking experiments show that web pages are read in the form of an “F”: The average user starts at the top, looks to the right edge of the page and then moves down the left edge of the page. Texts are more likely to be scanned on the Internet than in the newspaper. The search term entered is actively searched for in search results pages. The possibility of vertical and horizontal scrolling also changes the way a website is received.

For this reason, it is advisable to work in a web text with a jump label table of contents, short paragraphs and subheadings as well as an easily legible font size. The aspect ratio should also not fill the entire screen, as the legibility of the text is extremely difficult. As a rule, a 2: 1 or 3: 1 ratio of website to text has prevailed. These and other findings from research are used in conversion rate optimization.

Websites in the focus of search engine optimization

Working on websites is self-explanatory, the central task of search engine optimization and the main task of online marketing.

In general, 4 classifications can be made:

OnPage optimization and technical optimization → Working on the HTML and CSS code of a website.

Conversion rate optimization → Analysis and control of user behavior on a website.

Link marketing and internal linking → Hyperlinks are used to steer the user, the crawler and the search algorithm in a desired direction. The user should click on links, the crawler should read other linked websites and the search algorithm should take into account the importance of the link in the ranking of a website.

Data protection → Since user data is transmitted when interacting with websites (browser type, PC, IP address, etc.) and data is sometimes required to be able to access certain content (name, password, address, etc.) .), every commercial website optimization must comply with legal data protection requirements. These specifications concern a wide variety of factors, such as the use of web analysis services (Google Analytics, Piwik, etc.), the imprint obligation, or legally clearly regulated labeling of goods transaction buttons ("Order now with obligation to pay").

Content Management Systems (CMS)

Web pages can be designed by entering the HTML code directly. However, this procedure is very cumbersome and takes a lot of time. Therefore, there are various CM systems (Content Management System, CMS for short) that offer a user interface for designing a website. With CM systems, complex websites or online shops can also be changed and organized.

File transfer protocol - FTP

Websites are stored on a "web space". A web space is a physical memory that is connected to a server. In order to be able to make certain technical changes to a website (.htaccess or access rights for files and folders), you have to access this web space with a file transfer protocol, or FTP for short. This is usually done by programs such as "Filezilla". The web space is one level lower than the CMS - in order to be able to install a CMS like WordPress, you need access to the web space.

Mobile websites

With the proliferation of smartphones and tablets, website versions for smaller screens are becoming more and more important. A “mobile friendly” website can be implemented using different methods. Most of these procedures rely on a specific code in CSS format.

Additional information:

Mobile SEO - Effective Tips for Search Engine Optimization

Mobile websites and the influence on the ranking