The concept of web development may include more than a singular ecommerce website.

I have talked about the subject of web development in light of positively constructing a website. I've also talked about the mentality needed to envision the entire site prior to launch so you have some idea of where you want to go. The goal also included the need for a plan for growth and site expansion.

This article looks at the subject from the point of view of a corporate office with a few satellite offices that support and expand the potential of the primary business.

In a brick and mortar store environment it is often true that a business will start in a singular location. As trust is built through longevity and commitment to quality and service the business grows. If the business does well the owner may decide to develop a second store in another city within the region of primary service and support. Other stores may be opened as a result of the ongoing success of the overall operation. The idea is multiple stores - one brand.

Web development may be the mirror image of the brick and mortar model. Why do I say mirror? Well, because in the case of an online environment an ecommerce business owner may be better served by starting with the secondary stores and building up to the primary online business portal.

If you're thinking, "That does seem backwards," allow me to explain.

These satellite stores should have direct links to your primary site. Each satellite may have its own emphasis, but will always relate to the thrust of your main business. The end goal remains the same, multiple stores - one brand.

Why develop more than one site?

In web development the idea of more than one site could mean improved site rankings for your primary site and additional opportunities to reach potential customers.

Think of it this way. Each satellite website you develop can take on a distinct list of keywords or phrases. Each will be associated with your primary product. All content on the site will be geared toward the specific keyword or phrase.

If you have four supporting sites that can go online at the same time as your primary site you have five distinct opportunities to reach consumers with your message. Work to optimize each site for search engines and select unique and researched keywords or phrases for each site.

Is that the only benefit?

By developing your web presence this way you begin the process with backlinks already in place from the satellite sites to your primary web presence. As your Search Engine Optimization (SEO) strategies begin yielding results they should do so in all five instances and ultimately this effort benefits your bottom line.

By having five separate sites that market the same product from a slightly different vantage point the potential improves for increased sales. This is true not just because there are more sites for consumers to view, but because search engines will connect with this scenario and provide improved rankings earlier.

Proper web development may include more than one site and more than one approach as the vehicle used to maximize the overall potential of the product or service being marketed.

Here's an analogy for you. Yesterday, I was working my butt off in the gym on the cardio machines, panting wildly with sweat dripping off me and my face as red as a beet. Not the most attractive sight, but I figure, you're at the gym to work out right? I might as well "go hard" or "go home", as they say.

As I looked around me, I could see all these people simply going through the motions. There they were, minus perspiration in their shiny new lycra and expensive gym shoes, casually walking on the treadmill or lazily turning the wheels on a bike while reading a book or glued to the TV screens in front of them. Only a few seemed to be there for the actual purpose of working out. The rest seemed to be there to check out the talent or to simply keep up the appearance of fitness, while doing the bare minimum.

Huh? I don't get it. Why have these gym bimbos paid so much money for a gym membership and all the related gear if they aren't going to take full advantage of their investment?

Then it struck me - these gymbos were just like those companies who spend thousands of dollars on a shiny new website with all the bells and whistles like graphic design, blogs, shopping carts, web analytics, the lot and then fail to take advantage of it. I see it so often, regardless of company size. Web sites that could easily be bringing in loads of traffic and revenue simply wasting away because nobody can be bothered tracking visitor activity, analyzing trends or checking for search engine compatibility and usability.

These companies are simply keeping up appearances, investing heavily in Internet technology because their competitors are doing the same. But no thought has gone into the search engine compatibility of the site, how usable it is for visitors or whether it meets accessibility guidelines. They don't look at their site statistics, they don't check for broken links and they sure as heck don't investigate why their sites aren't converting traffic into customers. What a waste!

Is your web site working hard enough for you? Run it through the following 20 point fitness assessment to find out:

- Is your site fully search engine compatible? Are all your pages being indexed by the major search engines?

- Do you track your visitor statistics on a regular basis? Do you use the information provided by your visitor statistics to improve your site?

- Is your web site accessible to visually-impaired visitors? Does it meet the international standards set down by the Web Accessibility Initiative (WAI)?

- Do you know which sites and search engines provide you with the most traffic? Do you use this information to increase your traffic further?

- Do you track the source of all reported errors in your site statistics and fix them promptly?

- Do you know which keywords your site was found for in the search engines? Have you conducted keyword research to determine what search terms your target markets are looking for so you can optimize for them?

- Does your web site HTML code validate to W3 standards? Do you check for validation regularly?

- Does your site contain zero broken links? Do you check for and fix broken links regularly?

- Has your site been fully search engine optimized to integrate your target search terms into your Page Titles, META Tags and visible page text?

- Have you created and submitted an XML sitemap to Google Sitemaps?

- Have you created and submitted a sitemap to Yahoo Site Explorer?

- Have you checked to see if your site meets Google's Webmaster Guidelines?

- Do you measure your visitor sign-ups and conversions on a regular basis? Do you tweak your landing page copy to increase the conversion rates?

- Is your site navigation intuitive and are your visitors following the navigation paths you intended?

- Do you encourage feedback from your site visitors and provide an obvious way for them to provide such feedback?

- Are there at least 250 words of text on your home page to satisfy search engines?

- Does your site contain a visible, text-based site map to aid user navigation?

- Do you have an ongoing link building campaign running to secure more incoming links to your site and improve your site's link popularity score?

- Does your site have a high percentage of repeat visitors? Are the majority of your visitors staying on your site for more than a minute?

- Do your search engine referrals and site traffic figures grow each month?

Unless you can answer yes to all the questions in the above checklist, your web site is not working hard enough for you and needs a workout. Get to it!

What is PHP?

PHP stands for PHP: HyperText Preprocessor, it is a server-side scripting language, and as the name goes, it is to create dynamic and interactive Websites for your visitors. Maybe you currently make your Websites in HTML? HTML alone cannot create dynamic Web pages, HTML is clearly defined as a static language, as it is always static and mainly is used for structuring (or styling, in some cases) a document (or a Web page, if you like).

What do we mean by server-side scripting?

You may already know, but HTML is a client-side language, so the browser translates the HTML code into "bytecode" that the computer can understand, and so the computer translates bytecode into what we can clearly understand, text, for example. Server-side scripting is a little different, a little bit more added to the story. As with PHP, server-side scripting languages have an interpreter inside a machine, that translates the code (in our case, PHP code) to HTML code (that the browser can understand), and then the same process will take place with the browser translating the HTML code to bytecode, and so forth. With server-side scripting languages, you don't need anything adding to your browser or computer, as the interpreter inside the machine that hosts the particular Website does most of the work.

What's the fuss with server-side scripting languages, then?

The thing that makes server-side scripting a must nowadays is because it can generate dynamic Web pages, but what do we mean by dynamic Web pages? Well, imagine you wanted to start a forum, and you used HTML. Okay, you used a form to submit the data and it is sent to your e-mail address, and you have to edit the static Web page every time you want a new post added. That, to me, would be the most annoying job of creating a Website. However, with PHP (or any other server-side scripting language, for that matter), can be completely automated, and you'd not have to edit your file even once! The thing that PHP does, is sends the form data to a different page, saves it in "pre-defined" variables (things that store a value), and using something called a "while loop" that continually loops all the posts saved in the Web page - and that's it! PHP stores the posts in a MySQL database (something that holds data, if you like, like member accounts, etc) and uses that as long-term memory.

But if we're talking about server-side scripting languages, what makes PHP different from the rest? Well, simply put, PHP is probably the best thing that has come into the server-side scripting genre. If you have heard about other scripting languages like Perl or ASP/ASP.NET, you'll come to find that they are extremely hard to learn from. Put it this way, the majority of Web developers that use ASP.NET, for example, are those who have come from a different programming background, like have known VBScript, or other languages that's in relation to ASP.NET, the same with Perl. The difference between PHP and the rest, is PHP is incredibly easy to learn, especially for the newbies towards this industry, and PHP has took several steps to ensure an easy introduction to those newbies to the world of programming. Let's do an example, lets see which is the easiest to understand, out of PHP, VBScript and Perl, by doing a simple "Hello World" program, that outputs text to a Web page:

PHP:

echo "This is some text that'll be shown in a Web page...";

VBScript/ASP.NET:

Response.Write("This is some text that'll be shown in a Web page...");

Perl:

#!/usr/bin/perl

print "content-type: text/html nn";

print "This is some text that'll be shown in a Web page...";

Okay, now I am not going to say things like "well, obviously PHP is the easiest to understand" - as obviously, we all have different preferences, but what I can say is, that they all do the same thing. Which seems the most logical to you? In my opinion, the two most logical ones for me is PHP and VBScript/(ASP.NET).

Now it's up to you which one you want to go ahead with, experiment which one is best for you, after all, we all have dfferent tastes.

Good luck!

Below are a few resources to get started with PHP:

# - w3schools.com

# - php.net

# - mysql.com