Considerations for Web Builds

The primary question for an internet build is one of scalability. At what point will it be necessary to have Enterprise-level architecture and traffic capacity?

Enterprise-level internet presence is met when a company's website reaches at least one of three levels of activity. 

The first is the number of unique visitors it receives. The second is the number of company employees who spend their time entirely on the internet. The third is the number of public and private pages within a site. 

The bar is set at 1.5 million unique visits per month, 200 employees who work full-time on the internet, or at least 10,000 pages (both public and private).


Examples of private pages would include the login sequence, e-commerce checkout back-end, database access, maintenance, and levels (set by permissions) of information retrieval for generated reports.


Choose a domain name. Most often, this is an aspect of company branding. In the least, one's web presence should maintain brand consistency with one's established brand.

Regardless of whether one is choosing a domain name for a new brand/product/service or creating a web presence for an existing one, attention should be given to the Keyword Effectiveness Index (KEI) value for the domain name as well as appropriate keywords throughout the site.

To maximize Search Engine Optimization (SEO), it is best to choose a domain name with a high KEI value and one that is lexically associative to the genre of one's brand, product, or service.


Once a domain name has been chosen, there are 15 separate steps to consider in creating an Enterprise-level website. While these should be considered in order, completion of all the steps will overlap.
Platform of the host: Unix, Windows, Mac, or Solaris
Dynamic or static website
Site architecture/Database language
Keyword Effectiveness Index (KEI)
Content Management System (CMS) and Digital Asset Management (DAM)
Session identification tags
Click-track tags, Voice of the Customer (VOC), Behavioral models
Define: “success events”, i.e. converted links
Template design/User Interface (UI)
Placement of meta tags, alt and title tags, and content that is populated with long tail keyword phrases that have high KEI values.
Development of content
RSS feeds, Email blast, Downloadable content
All content must have proper use rights licensing
World Wide Web Consortium's (W3C) validation of code
Web 2.0 and Social Media/Blogging
Submit to Search Engines

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by Zhang Shade

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