Demonstrate an understanding of the use of web-sites in ...

NC: IT: SYSTEMS DEVELOPMENT AUTHOR: REL DATE: 27/01/2020 REV DATE: 01/01/2023 DOC REF: 48872 LM MOD 2 V-1

LEARNER MANUAL PAGE 120

PURPOSE OF THE UNIT STANDARD

People credited with this unit standard are able to:

Discuss the use of web sites in business

Demonstrate an understanding of the basic concepts of web-site design for business use

The performance of all elements is to a standard that allows for further learning in this area.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

The credit value of this unit is based on a person having prior knowledge and skills to:

Demonstrate PC competency skills (End-User Computing unit Standards, at least up to NQF

level 3.)

Demonstrate an understanding of the principles of the Internet

Demonstrate an understanding of the use of web-sites in business

115374



INDEX

Competence Requirements Page

Unit Standard 115374 alignment index Here you will find the different outcomes explained which you need to be proved competent in, in order to complete the Unit Standard 115374.

122

Unit Standard 115374 124 Discuss the use of web sites in business 127 The basic concepts of web-site design for business use 132 Self-assessment Once you have completed all the questions after being facilitated, you need to check the progress you have made. If you feel that you are competent in the areas mentioned, you may tick the blocks, if however you feel that you require additional knowledge, you need to indicate so in the block below. Show this to your facilitator and make the necessary arrangements to assist you to become competent.

141



Unit Standard 115374 – Alignment Index

SPECIFIC OUTCOMES AND RELATED ASSESSMENT CRITERIA SO 1 Discuss the use of web sites in business

AC 1 The discussion outlines the primary basis on which web sites are designed. Range: Includes, but is not limited to: User needs as well as sponsor needs

AC 2 The discussion identifies different uses of the Internet as business tool. Range: Includes, but is not limited to: trends in usage, different marketing media

SO 2 Demonstrate an understanding of the basic concepts of web-site design for business use

AC 1 The demonstration identifies the basic concepts to apply to design and production of the web pages. Range: Content, Appearance

AC 2 The demonstration explains the use of techniques to make the web site accessible and popular Range: Links to search engines, Links to popular sites, key words

AC 3 The demonstration recognises the need to protect a web site



C R I T I C A L C R O S S F I E L D O U T C O M E S UNIT STANDARD CCFO IDENTIFYING Identify, solve problems and make decisions in relation to the current systems development environments UNIT STANDARD CCFO ORGANISING Organise and manage him/her self and his/her activities responsibly and effectively UNIT STANDARD CCFO COMMUNICATING Communicate effectively using visual, mathematical and or language skills in the modes of oral and/ or written persuasion when engaging with systems development UNIT STANDARD CCFO CONTRIBUTING Contribute to his/her full personal development and the social and economic development of the society at large by being aware of the importance of: reflecting on and exploring a variety of strategies to learn more effectively, exploring education and career opportunities and developing entrepreneurial opportunities

E S S E N T I A L E M B E D D E D K N O W L E D G E 1. Performance of all elements is to be carried out in accordance with organisation standards and procedures, unless otherwise stated. Organisation standards and procedures may cover: quality assurance, documentation, security, communication, health and safety, and personal behaviour. An example of the standards expected is the standards found in ISO 9000 Certified Organisations. 2. Performance of all elements complies with the laws of South Africa, especially with regard to copyright, privacy, health and safety, and consumer rights. 3. All activities must comply with any policies, procedures and requirements of the organisations involved, the ethical codes of relevant professional bodies and any relevant legislative and/ or regulatory requirements. 4. Performance of all elements must demonstrate an understanding of etiquette on the Internet for personal and business use



All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.

SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED UNIT STANDARD:

Demonstrate an understanding of the use of web-sites in business

SAQA US ID

UNIT STANDARD TITLE

115374 Demonstrate an understanding of the use of web-sites in business

ORIGINATOR

SGB Computer Sciences and Information Systems

FIELD SUBFIELD

Field 10 - Physical, Mathematical, Computer and Life Sciences Information Technology and Computer Sciences

ABET BAND

UNIT STANDARD TYPE

PRE-2009 NQF LEVEL NQF LEVEL CREDITS

Undefined Regular Level 5 Level TBA: Pre-2009 was L5

4

REGISTRATION STATUS REGISTRATION START DATE

REGISTRATION END DATE

SAQA DECISION NUMBER

Reregistered 2018-07-01 2023-06-30 SAQA 06120/18

LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT

2024-06-30 2027-06-30

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.

This unit standard does not replace any other unit standard and is not replaced by any other unit standard.

PURPOSE OF THE UNIT STANDARD

People credited with this unit standard are able to: Discuss the use of web sites in business Demonstrate an understanding of the basic concepts of web-site design for business use The performance of all elements is to a standard that allows for further learning in this area.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

The credit value of this unit is based on a person having prior knowledge and skills to: Demonstrate PC competency skills (End-User Computing unit Standards, at least up to NQF level 3.) Demonstrate an understanding of the principles of the Internet

UNIT STANDARD RANGE

N/A

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Discuss the use of web sites in business.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

The discussion outlines the primary basis on which web sites are designed



ASSESSMENT CRITERION RANGE

Includes, but is not limited to: User needs as well as sponsor needs


The discussion identifies different uses of the Internet as business tool


Includes, but is not limited to: trends in usage, different marketing media

SPECIFIC OUTCOME 2

Demonstrate an understanding of the basic concepts of web-site design for business use.

ASSESSMENT CRITERIA


The demonstration identifies the basic concepts to apply to design and production of the web pages


Content, Appearance


The demonstration explains the use of techniques to make the web site accessible and popular


Links to search engines, Links to popular sites, key words


The demonstration recognises the need to protect a web site

UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS

The relevant Education and Training Quality Authority (ETQA) must accredit providers before they can offer programs of education and training assessed against unit standards. Moderation process: Moderation of assessment will be overseen by the relevant ETQA according to the moderation guidelines in the relevant qualification and the agreed ETQA procedures.

UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE

1. Performance of all elements is to be carried out in accordance with organisation standards and procedures, unless otherwise stated. Organisation standards and procedures may cover: quality assurance, documentation, security, communication, health and safety, and personal behaviour. An example of the standards expected is the standards found in ISO 9000 Certified Organisations. 2. Performance of all elements complies with the laws of South Africa, especially with regard to copyright, privacy, health and safety, and consumer rights. 3. All activities must comply with any policies, procedures and requirements of the organisations involved, the ethical codes of relevant professional bodies and any relevant legislative and/ or regulatory requirements. 4. Performance of all elements must demonstrate an understanding of etiquette on the Internet for personal and business use.

UNIT STANDARD DEVELOPMENTAL OUTCOME

N/A

UNIT STANDARD LINKAGES

N/A

Critical Cross-field Outcomes (CCFO):

UNIT STANDARD CCFO IDENTIFYING

Identify, solve problems and make decisions in relation to the current systems development environments



UNIT STANDARD CCFO ORGANISING

Organise and manage him/her self and his/her activities responsibly and effectively

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively using visual, mathematical and or language skills in the modes of oral and/ or written persuasion when engaging with systems development

UNIT STANDARD CCFO CONTRIBUTING

Contribute to his/her full personal development and the social and economic development of the society at large by being aware of the importance of: reflecting on and exploring a variety of strategies to learn more effectively, exploring education and career opportunities and developing entrepreneurial opportunities.

UNIT STANDARD ASSESSOR CRITERIA

N/A

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015.

UNIT STANDARD NOTES

Sub-Sub-Field (Domain): Systems Development - Web Design



SO1

he primary basis on which web sites are designed

Includes, but is not limited to: User needs as well as sponsor needs

If your business has gotten this far without a website, you might be wondering: do I

need a website for my business? What’s the point if my business is already

successful without one? The short answer is that there has never been a better or more

important time to invest in a website for your business. A website offers a wide variety of

benefits for small businesses, and most of these benefits increase in value exponentially year

over year, just like the Internet itself.

1. A website makes you look professional

84% of today’s consumers think a website makes your business more credible than

companies who only have social media profiles. Your website is also the perfect place to show

off any professional certifications or awards your business has. Beyond that, having your

own website lets you create a branded email address (e.g. [email protected]) which adds a

level of professionalism to all of your correspondence, especially if you’ve used a personal

email address to conduct business up until now.

2. Your website can attract new customers through Google

You may be happy with the current size of your business, but every company experiences

customer turnover. To encourage continued success, you need to attract new customers, and

one of the best ways to do it is by making yourself visible on Google. A well-optimized website

can help your business rank well for a variety of search terms and attract a steady stream of

new customers.

3. You can clearly showcase your products and services

You can show potential customers what they’ll get when they work with you by displaying

high-quality photography on your website. You can also use your website design, along with

the featured images, to give people a sense of what it feels like to enter your physical

location. This works well if your brand is closely tied to the “feel” of your location.

4. You can display your best reviews and testimonials prominently on your website

T

Discuss the use of web sites in business Time: 120 minutes Activity: Self and Group



Displaying your best reviews and/or testimonials prominently on your website is a great way

to establish social proof. This might come in the form of personal customer testimonials. If

your business has appeared in articles from newspapers or popular local blogs

5. A website can encourage customers to contact you

A website is a great place to make your contact information easily available to potential

customers. You can even publish your contact information in a header or footer so it appears

on every single page. Modern website builders (more on those in a bit) also make it easy to

create a contact form, which can protect your business email from spam.

6. You can integrate your website with Google Maps

So people can find you more easily a website lets you embed maps directly into your content.

Some businesses have a map embedded directly onto their home page. An embedded map

makes it easy for people who don’t spend a lot of time in your area to find your business.

This is particularly great if you host events, as they might attract people who wouldn’t

otherwise spend time in the neighbourhood your business is in.

7. Your website establishes your place in the industry

If your competitors aren’t online yet, they probably will be soon. Establish yourself as a

leader in your field by building a high-quality website first. If your competitors are online,

you have a different kind of opportunity: you can build a website that’s completely different

from your competitors’ sites, showing potential customers what makes your company stand

apart.

8. A website is no longer intimidating to create and manage

Modern website builders make it easy for you to build an attractive, mobile-friendly site

without any knowledge of code.

9. A website ensures your success over the long term

In 2020, almost 4.54 billion people (59% of the global population) use the Internet, and more

and more people are getting online. Without a website, your business is invisible to these

people. As we progress further into the digital era, your business will become invisible to

everyone unless you invest in a website. So to stay competitive in this increasingly digital

world, your business needs to get online.

10. You can get all of these benefits without spending a fortune



Building a website isn’t just easier than it used to be; it’s also more affordable. If you’re

willing to follow a simple, non-technical DIY approach, you can build a website for as little as

R500 per year. WordPress, which again is the most popular way to build a website, is 100%

free for the core software. If you add a free WordPress theme like Neve or Hestia and cheap

website hosting, you can be up and running at a very low cost.

Company and Sponsor needs are some of the most important reasons why companies have

websites set up. The business is the most important factor in this decision as it stands to

profit the most from the gains of the website. Websites are much more than just advertising

opportunities; they can explain the purpose, reasoning, concept as well as the passion of

your business. This entices likeminded people to support the cause of your business as well

as the products it offers.

Websites allow for people to understand and identify the various products and service

offerings as well as the pricing, specifications and possible availability thereof without having

to drive somewhere and look for it or call around and try source something that they may

need. The more widely your products and services are made known on the internet, by your

website and various other means (social media, hashtags, reviews etc.) the better it is ranked

by search engines and the easier it is found when users search for the items.



SO2

ifferent uses of the Internet as business tool

Includes, but is not limited to: trends in usage, different marketing media

Your website is a powerful marketing tool. A well-maintained website can help you

gain a competitive advantage in your industry and improve your business image.

Developing your web site offers many benefits including helping you get more leads and

prospects, increase sales, enhance your professional brand, and improve your customer

service.

1. Improve advertising effectiveness - Placing your website address on all your promotional

material will help you gain additional exposure and encourage the visitors to first check

your site for the information they are seeking.

2. Save money on printing and distribution costs - A website can act as your online brochure

or catalogue that can be changed or updated at any time. If you employ a content

management system (CMS) you can make changes quickly and at no charge.

3. Easy access to new customers - You can have your existing customers refer you to their

friends and relatives using only your web address or URL.

4. Easy to use and update - If maintained properly your website will always be up to date

and current. Easily make updates, edits and deletions from any computer on the Internet.

No more having to pay a programmer every time you want to chance a date or add a

product.

5. Improve productivity - A website increases your company’s productivity because less time

is spent explaining product or service details to customers because all this information is

available 24 hours a day on your website.

6. Educate your customers - Your website can offer free advice about your products and

services. This information can be delivered in a well thought out and consistent way any

time of the day or night.

7. Expand your market - The Internet allows businesses to break through the geographical

barriers and become accessible from anywhere in the world by a potential customer that

has an Internet connection. Selling products online is cheaper and easier for you and your

customers.

8. Extend your local reach - Extend the local reach of your brick-and-mortar store to

consumers around the world. You are open for business 24/7, 365 days/year with all the

information the visitors needs to make an informed decision.

9. Promote and sell products and services - Provide photos and detailed descriptions of your

products or services. Explain why your products or services are superior to your

competitors.

D



10. Promote your brick and mortar footprint - When customers and potential customers

are out and about, they will still be able to find you via their phone. Your phone number,

address and full selection can be made available from your website or mobile-friendly site.

11. When you change locations - If you move your business to a new location your

customers can still find you because your main marketing tool, your website, is easily

changed and updated. Your website is flexible and if your search engine optimization is

done properly your business will appear to online visitors who search for you.

12. Great tool for finding new employees - You can post job opportunities for available

positions and applicants can investigate your company and apply online.

13. Your own internet identity - Your own domain name (www.yourcompany.com)

establishes a strong online brand identity.

14. Set-up email addresses - You can set-up a personalized email addresses for the

company, yourself and your employees. If you set-up a system to accept emails on your

site you can then email updates, notices, sales and holiday store hours to your customers.

15. Two-way communication - Customers can quickly and easily contact you, give

feedback on your products or ask about product availability.

16. Cheap market research - You can feature visitor polls and online surveys to take the

pulse of your customers.

17. Build your reputation - Become or remain the expert by demonstrating knowledge and

expertise in your area of work. Write blog posts and articles on the site that educate

visitors and help them understand your business and offerings.

18. Improve customer service - Information requests can be processed immediately via online

forms and autoresponders automatically day or night.



SO1

he basic concepts to apply to design and production of the web pages

Content, Appearance

The Web is full of horrendous sites, not just bad design. There are many other

elements besides how your

website looks that go into making it

customer-friendly not to mention

something that inspires them to actually

do business with you.

From thorough contact information to

customer testimonials, here are the

essentials that every small business

website should have for it to effectively

help you do business.

1. A clear description of who you are

Someone who stumbles upon your website shouldn't have to do investigative work to figure

out what, exactly, it is that you do. That means clearly stating your name and summing up

your products or services right on the homepage. Tell people this is the right website that

they have been searching for. A clear description will attract the visitor's attention

immediately within 2-3 seconds, and encourage them to stay on your website longer.

2. A simple, sensible Web address

Don't make things complicated our domain name is like your brand. It should be easy for a

user to type it into a Web browser or an e-mail address.

T

Demonstrate an understanding of the basic concepts of web-site design for business use

Time: 120 minutes Activity: Self and Group



3. An easily-navigated site map

Clear links to the most important pages, and a site map, are crucial for guiding visitors to

the information they're looking for. Be sure your navigation is clearly laid out. It is

recommended to use dropdowns in the navigation menu so the visitor can see the content

under every heading from virtually any page. You want to make it very easy for your visitors

to find what they are looking for, or what you want them to know," Wright suggests.

4. Easy-to-find contact information

You wouldn't want to lose a customer to a competitor just because you made it difficult for

them to get in touch with you. Not every online visitor has the patience to click through every

page on your website to find the contact information. The best place for the contact

information is the top left or top right corner of the home page. It is also a good practice to

include contact information in every page of the website in the footer or side bar or even in

top right corner, which helps the visitors to find it more easily.

You should also be sure to include several ways for them to contact you such as phone, e-

mail, and a standard contact form, are all good options. You should also include your

address, and even a link to your location in Google maps.

5. Customer testimonials

Honest words from others help make your products or services more tangible to customers

who are visiting you online. They help your potential customers to build trust in you,

especially if you are new. And they help shoppers to confirm whether the product [or]

services meet their needs. People love to hear stories from real people. They help people [find

out] other things you haven't said [on] your website.

6. An obvious call to action

Tell the online visitors literally what you want them to do with clear tones of commend. For

instance, you may want them to call you now for free quote, or sign up to your exclusively

online coupons, or add products to the online shopping cart, etc. And, call attention to your

suggestion by using special buttons or highlighting the text, for example.

7. Know the basics of SEO

Your website won't do you as much good if no one can stumble upon it. Become familiar with

the SEO basics to make it more accessible by search engine. You don't need to employ

mysterious, ninja, black hat SEO types to rank well on the search engines. Simply make sure

your website is coded correctly. That means using the correct keywords throughout your



text, putting in plenty of links, naming your page titles and URLs correctly, and employing

the magic of images and videos.

8. Fresh, quality content

For many businesses, your website is your first impression on a customer. You want to give

them what they're looking for, and perhaps even give them a reason to keep coming back.

The user is looking for something. Make sure you give it to them without too much searching

from their side. And be sure your content is original, well written and valuable. Fresh content

is a goldmine for SEO, as well. You can keep your content from getting stale (and give your

company some personality, too) by incorporating a regularly-updated blog or connecting in

your social media feeds.

9. A secure hosting platform

Having your online information hijacked is a nightmare, and, should it happen to your

business, it could cost you customers. It is imperative that you have a secure, trustworthy

hosting company to keep the bad guys out and your content up and running. It is also very

important to keep your content management system updated in order to stay one step ahead

of the hackers.

10. A design and style that's friendly to online readers

Web surfers have the attention spans of drunken gnats. Online visitors often scan through a

Web page to sample the content first when they open a new Web page. If they feel like they

are on the right page, they will slow down to read the full story. To enhance user's experience

on your small business website, you need to organize the content for scanning. It is generally

recommended that you keep three style points for online writing to keep in mind:

Break things down into short paragraphs, with headers if necessary

Use bullet points

Highlight important words or phrases.

In the end, simplicity and basic colours are the best bet. Again, the content is the focus, not

dancing clowns at the top of the page.



SO2

he use of techniques to make the web site accessible and popular

Links to search engines, Links to popular sites, key words

Search Engines

Getting listed on Google and the other popular search engines is one of the most

effective ways of directing free (or more accurately unpaid), targeted traffic to your website.

Organic traffic is still the most valuable traffic in the world with search engines still rated the

among the most trusted source for finding news and information. The most popular search

engines are Google, with around 90% of the market share, Bing, and Yahoo. It is a similar

picture worldwide. All search engines serve results, based on the reputation of a website and

local results, based on the proximity of the user to the business.

Just type your website address into the Google search box. If Google knows about your site,

it will tell you. If your site doesn’t feature as the number 1 result, you may need to submit

your site to Google. Another way to check if a page is in either of the search engines is to lift

a piece of unique text from the page, put it into the search box “in quotes”. Your page should

come up if Google is indexing your site.

Link building and Key words in the website

Whether you are brand new to link building or have been doing it for a while, we're sure

you'll find something useful in this guide. The landscape of SEO and link building is always

changing, and today, the importance of building high-quality links has never been higher.

The need to understand and implement high-quality campaigns is essential if you're going to

compete and thrive online, and that isn't going to change any time soon.

Link building is the process of acquiring hyperlinks from other websites to your own. A

hyperlink (usually just called a link) is a way for users to navigate between pages on the

internet. Search engines use links to crawl the web; they will crawl the links between the

individual pages on your website, and they will crawl the links between entire websites.

There are many techniques for building links, and while they vary in difficulty, SEOs tend to

agree that link building is one of the hardest parts of their jobs. Many SEOs spend the

majority of their time trying to do it well. For that reason, if you can master the art of

building high-quality links, it can truly put you ahead of both other SEOs and your

competition.

The anatomy of a hyperlink

T



In order to understand the importance of link building, it's important to first understand the

basics of how a link is created, how the search engines see links, and what they can interpret

from them.

Start of link tag: Called an anchor tag (hence the "a"), this opens the link tag and tells

search engines that a link to something else is about to follow.

Link referral location: The "href" stands for "hyperlink referral," and the text inside the

quotation marks indicates the URL to which the link is pointing. This doesn't always

have to be a web page; it could be the address of an image or a file to download.

Occasionally, you'll see something other than a URL, beginning with a # sign. These

are local links, which take you to a different section of the page you're already on.

Visible/anchor text of link: This is the little bit of text that users see on the page, and

on which they need to click if they want to open the link. The text is usually formatted

in some way to make it stand out from the text that surrounds it, often with blue

colour and/or underlining, signalling to users that it is a clickable link.

Closure of link tag: This signals the end of the link tag to the search engines.

What links mean for search engines

There are two fundamental ways that the search engines use links:

To discover new web pages

To help determine how well a page should rank in their results

Once search engines have crawled pages on the web, they can extract the content of those

pages and add it to their indexes. In this way, they can decide if they feel a page is of

sufficient quality to be ranked well for relevant keywords. When they are deciding this, the

search engines do not just look at the content of the page; they also look at the number of

links pointing to that page from external websites and the quality of those external websites.

Generally speaking, the more high-quality websites that link to you, the more likely you are

to rank well in search results.

How can link building benefit my business?



As we've discussed, links are a very important signal that the search engines use to

determine rankings. So, we know that increasing the number of high-quality links pointing

at your website can significantly increase your chances of ranking well. There are other

benefits to link building, though, that may be less immediately obvious yet still worthy of

consideration.

Building relationships

Link building can often involve outreach to other relevant websites and blogs in your

industry. This outreach frequently relates to the promotion of something that you've just

created, such as a piece of content or an infographic.

A common goal of outreach is to get a link, but there is much more to it than just this:

Outreach can help you build long-term relationships with key influencers in your industry,

and these relationships can mean that your business becomes highly regarded and trusted.

This in itself is valuable, even if we forget link building for a moment, because we are

creating genuine evangelists and advocates for our business.

Sending referral traffic

We've talked about the impact of links on your rankings, but what about the impact of links

on referral traffic? A good link from a highly-visited website can lead to an increase in traffic,

too. If it is a relevant website, chances are that the traffic is also relevant and may lead to an

increase in sales, as well.

Again, in this situation the value of a link isn't just about SEO it's about customers. A great

example of this in action was this guest post written by Michael Ellsberg on Tim Ferriss' blog.

He also wrote a case study on Forbes explaining just how valuable this guest post was to

him. "There’s a big difference between being exposed to a large audience," he says, "and

being exposed to a comparatively smaller (but still large) audience which is ridiculously

passionate."

In other words, the avid followers of a single blog were far more likely to take the advice of

the blogger than (for example) viewers were to pay attention to the anchor on CNN, even if

the latter group outnumbered the former.



Brand building

Good link building can help build your brand and establish you as an authority in your

niche. There are some link building techniques, such as content creation, which can show

people the expertise of your company, and this can go a long way toward building your

brand.

For example, if you create a piece of content based upon industry data and publish it, you

have a chance of becoming well known for it in your industry. When you do outreach and try

to get links to the content, you are showing your expertise and asking other people in your

industry to help spread the word and show others the same.

Before building links, you need something of value to build links to. Often, it’s the homepage

of your website. More often than not, though, you build links to specialized resources such

as a blog post, tool, research study or graphic. Sometimes these assets exist long before you

begin your link building campaign. Other times, you create these resources specifically with

the goal of building links in mind.

This introduces the concepts of link earning and "deserving to rank." All link building

campaigns must start with something worth linking to. It’s very difficult to build links to low-

value webpages, but when you begin with something truly valuable that people find useful or

share-worthy, link building is a much easier endeavour.



SO3

he demonstration recognises the need to protect a web site

If you are collecting ANY sensitive information on your website (including email and

password), then you need to be secure. One of the best ways to do that is to enable

HTTPS, also known as SSL (secure socket layers), so that any information going to

and from your server is automatically encrypted. The prevents hackers from sniffing out your

visitors’ sensitive information as

it passes through the internet.

Your visitors will feel safer on your site when they see the lock while access your website

knowing it’s protected by a security certificate.

The best thing about SSL is it’s simple to set up, and once it’s done all you have to do is

route people to use HTTPS instead of HTTP. If you try to access your site by putting https://

in front of your URLs right now, you’ll get an error. That’s because you haven’t installed an

SSL Certificate. But don’t worry – we’ll walk you through setting on up right now!

Setting up HTTPS on your website is very easy, just follow these 5 simple steps:

Host with a dedicated IP address

Buy a certificate

Activate the certificate

Install the certificate

Update your site to use HTTPS

HTTPS (Hypertext Transfer Protocol Secure) is an internet communication protocol that

protects the integrity and confidentiality of data between the user's computer and the site.

Users expect a secure and private online experience when using a website. We encourage you

to adopt HTTPS in order to protect your users' connections to your website, regardless of the

content on the site.

Data sent using HTTPS is secured via Transport Layer Security protocol (TLS), which

provides three key layers of protection:

Encryption—encrypting the exchanged data to keep it secure from eavesdroppers.

That means that while the user is browsing a website, nobody can "listen" to their

conversations, track their activities across multiple pages, or steal their information.

Data integrity—data cannot be modified or corrupted during transfer, intentionally or

otherwise, without being detected.

T



Authentication—proves that your users communicate with the intended website. It

protects against man-in-the-middle attacks and builds user trust, which translates

into other business benefits.

Here’s how to make a website secure:

1. Install SSL – buying a simple Secure Sockets Layer certificate is a crucial first step.

2. Use anti-malware software – to scan for and prevent malicious attacks.

3. Make your passwords uncrackable – 123456 won’t cut it!

4. Keep your website up to date – using out-of-date software is like leaving your back

door unlocked.

5. Don’t help the hackers – look out for phishing emails and other scams.

6. Manually accept on-site comments – keep control over potentially dodgy comments.

7. Run regular backups – to prepare for the worst-case scenario.



You are now ready to go through a check list. Be honest with yourself

Tick the box with either a √ or an X to indicate your response

□ I am able to discuss the use of web sites in business

□ I am able to explain the basic concepts of web-site design for business use.

You must think about any point you could not tick. Write this down as a goal.

Decide on a plan of action to achieve these goals. Regularly review these goals.

My Goals and Planning: __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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