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Digital marketing tips are based on my extensive experience of digital marketing, going back to the year 2000.

When Less is More

The current most popular platform to base websites on, is called WordPress.

There are two versions of WordPress (hosted by wordpress, and self hosted free open source software).

The version used for most websites, is the self hosted software.

What I mean by self hosted, is that you download the software from WordPress, and then install the software onto an internet server.

Once the software is on the internet server, it can be accessed via the internet, in the normal way (using a web browser).

So what (you may be asking) has this got to do with the subheading ‘ when less is more’.

Well within the basic WordPress platform, is the ability to add ‘plugins’.

Plugins are extra pieces of software, that are installed via the WordPress admin interface, to add functionality to WordPress.

An example of a plugin, is ‘Yoast SEO’, which is designed to improve the SEO (or Search Engine Optimisation), of the website.

The purpose of adding the Yoast plugin, is to improve the search Engine visibility, vis improved rankings (basically being in the early results, when someone types a search term).

The more plugins you add, tends to slow down the WordPress website, which is bad news.

The reason a slow website is bad news, is that google considers site loading speed, when its automatic algorithms are deciding which websites should appear first in searches.

Basically, a slower site means it will be penalised by google, compared with a fast loading website.

So therefore its essential to only install essential plugins, such as SEO (Search Engine Optimisation) ones.

Another factor that determines website speed, is hosting.

Hosting is the place that your web site code, is actually stored on the Internet.

Hosting providers own physical buildings, which contain what are known as ‘web servers’.

Web servers are basically computers, similar to the one you may have on a home of office desktop, but designed to efficiently send web pages over the Internet.

Web servers are what is known as ‘headless’, which means that they do not normally have any GUI (Graphical User Interface) attached, such as a monitor.

As they do not have a monitor, to display graphics and images, they can just run the server code.

Just running code without graphics, makes the server run faster, than if it was having to use some of its resources to provide graphics for humans.

Therefore web servers are very fast.

There are three main types of website hosting that you can use to host a website.

These are:

  • Shared Hosting
  • Cloud Hosting
  • Dedicated Server

Shared Hosting is where your website is sharing a web server, with other websites.

The software installed on the shared server, keeps each website separate from each other.

Shared web hosting is an established technology, and is often the cheapest form of hosting.

The disadvantages are speed can be compromised, if other sites on the server are in high demand.

Web hosting companies do take steps to prevent popular websites from taking more than their fair share of resources, but slow sites are still a consideration.

The second type of web hosting is cloud hosting.

Cloud hosting is quicker than shared hosting, as resources are spread across more than one server.

Cloud hosting is a newer technology that emerged a few years ago, and is now the most popular type of hosting for small business websites.

Cloud hosting resources can be quickly expanded, as and when needed by the website.

The third type of hosting, is a dedicated server.

A dedicated web server is the fastest, but also the most expensive hosting solution.

As the name suggests, a dedicated server provides exclusive access to the website owner.

Dedicated servers are fast, though the network it is attached to, also affects performance.

More digital marketing tips, will be added soon, so check back regularly.


Craig Miles: Marketing & Tech at Yesway Digital.
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