There are increasingly a range of acronyms being thrown around in web marketing that sometimes slip out when interacting with clients. Here’s a brief overview of some of the more common e-marketing acronyms to ease the conversation.
- SEM
Search Engine Marketing
SEM is a broad term covering the range of activities you might engage in to improve the extent to which you generate revenue via search engines
- SEO
Search Engine Optimisation
SEO focuses on the organic listings as opposed to sponsored listings, or PPC. The position of your site in the listings for a given search term is determined by a wide range of factors, each contributing to the search engine’s algorithm. They can be broadly divided, however, into two groups:
- Content Relevancy: The greater the extent to which the content of a page matches the search term in question, the better it will rank (subject to the engine’s spam protection measures).
- Trust relevancy The greater the extent to which a page is connected (by hyperlinks) to sites also well connected to other sites relevant to the search term, the better it will rank, based on it being a trusted resource.
- PPC
Pay Per Click
Many search engines present two listings when the user makes a search - the main, organic search results, and the sponsored listings. To achieve a sponsored listing, you must agree to pay a certain amount to the search engine every time someone clicks on your listing. Your bid compared to that of your competitors determines your position in the listing - bid prices can range from a few pence for less competitive phrases to several pounds for very competitive phrases. Most often however clicks will cost less than £0.50.
- SMO / SMM
Social Media Optimisation / Social Media Marketing
More recently, a new area has opened up in web marketing with the arrival of social networking and in particular social news websites, such as Digg, Reddit, and a host of others. These sites allow you to submit content to their ‘Upcoming’ listing, presented initially in reverse date/time order. As time passes, if your site receives votes, it maintains it’s high position and may reach the ‘popular’ listing. This is encouraging marketers to be creative and generate interesting content, as the potential returns of getting ‘dugg’ are substantial in the short and long term.
I wrote a post before the weekend about some performance issues with MooTools, DHTML and AJAX, but having found the solution to a related problem this morning, I wanted to post a followup.
I’ve been working with a large, dynamically generated and AJAX populated table that features sorting, filtering and row highlighting, and was finding that my table took a long time to render, and was also very slow to close - that is, when I tried to close the window or refresh the page, there would be a delay when the browser would first hang for a few seconds. IE often (but not always) popped up the error/prompt Stop this script running?, and Firefox less often threw it’s Unresponsive Script warning.
I’d heard of MooTools’ garbage collection functions that reduced memory leakage, and figured that these were probably responsible. I then found Kevin Smith’s write up of his similar experience, and came to understand the problem. MooTools’ garbage collection takes time to clean up any element that has been extended. My table was executing the following code, effectively extending every table row in the table, resulting in some 500+ extended elements.
// MooTools Code
Element.extend({
…
getChildren: function(){
return $$(this.childNodes);
},
…
});
…
// My Code
this.tablerows = this.body.getChildren();
When it came to cleanup, this javascript processing took longer than IE’s configured script timeout, and thus prompted the warning.
To avoid this cleanup overhead, you’ll have to avoid extending the elements with MooTools’ extensive set of functions and instead extend the specific elements in question with the specific functions required.
I first delved into javascript frameworks with Prototype, but I quickly realised that the Prototype+Script.aculo.us combination, even in Protocoluous or Protopackt form, was never going to work - it was just too slow.
I moved to MooTools, and for a while was pretty happy - load times were quicker, effects smoother.
But having recently tried to build sorting and filtering functionality into an HTML table of 200+ rows, I’ve been forced to take a closer look at how different browsers execute javascript, and at where the bottlenecks are. Here I’m going to promote a few best practices, largely via Julien LeComte at Yahoo.
Inserting new Elements
Working with the DOM in MooTools is a breeze - code like the following is a pleasure to write and to read:
var div = new Element(’div’, {id:’example’}).addClass(’example’).setHTML(’Example Content’).injectAfer(’previousElementID’);
However it’s worth noting that the Element class uses ‘document.createElement’, which is much more expensive than the alternative, albeit less readible innerHTML. Further, inject() and adopt() functions use appendChild() and are also thus very expensive. An it certainly feels like this effect is magnified when working with tables.
Changing Existing Elements
Working with with DOM can cause performance issues, but if the DOM element in question is not visible (display:none), or if the DOM element is ‘off-DOM’, you’ll acheive a performance gain.
Retrieving Values from the DOM
Retreiving values from the DOM is much more expensive than referencing a local variable:
// bad code
children.each(function(child) {
if (child.getText() == otherElement.getText()) alert(’slow’);
});
// good code
var text = otherElement.getText();
children.each(function(child) {
if (child.getText() == text) alert(’fast’);
});
Attaching Event Handlers
Attaching events is also very slow. To tackle this, instead of looping through multiple elements attaching events, attach the event handler to the parent, and within the handler detect which element has been clicked:
// bad code
children.each(function(child) {
child.addEvent(’mousedown’, function () {
alert(child.getText());
}
});
// good code
parent.addEvent(’mousedown’, function (e) {
var child = new Event(e).target;
alert(child.getText());
}
By applying these ideas, I was able to cut the processing time of loading a table by more than 70%, and hopefully you can benefit too.
There are a real plethora of eCommerce solutions out there now, making it difficult to isolate which solution is best for you. Some solutions are free and open-source, some licensed or bought off the shelf, and others custom-built - each has it’s advantages and disadvantages. This post is an outline of what your decision-making process with your IT consultant should look like.
- Will you be marketing your products to the search engines? If so, you need, at a minimum, a solution with 301 Redirect Management, keyword-rich URLs, and management facilities for title and meta-tags. This will rule out a sleuth of options.
- What is your estimated annual turnover, average transaction value, and average unit price? Payment gateways (i.e. PayPal, Google Checkout, Protx, ChronoPay, etc.) differ in their charges, and you should choose to minimise your costs.
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For the life of me, I couldn’t figure out why I didn’t get different results, using SQL Server 2005, for a simple Full-Text Search query and a Full-Text Search query using the FORMSOF and INFLECTIONAL keywords.
What I stumbled across eventually was that when creating and configuring my SQL Full-Text Indexes, I had left the language parameter as the default selection. When I changed this to English, voila!, my FORMSOF (INFLECTIONAL, @query) queries started to produces fantastic search results!
Also, an example query showing how to parameterize the the search term, and how to rank your results:
@query
varchar (100)
SET @query = ‘FORMSOF (INFLECTIONAL, ‘ + @query + ‘)’
SELECT FT.rank, P.id, P.title
FROM Products P
INNER JOIN CONTAINSTABLE (Products, *, @query) AS FT ON P.id = FT.[key]
If you’ve any questions, I’ll do my best to help. Also, if you’re just starting with Full-Text, check out my posts on installing Full-Text Search on SQL Server 2005 and how to setup and configure SQL Server 2005 Express Full-Text Search the easy way.
