The presentation “Tools for Entrepreneurs: Create. Collaborate. Communicate.“ started out as a way to explain very technical things to non-technical people, but I quickly realized that most people when approaching technology get intimidated by the “What’s DNS? Do I need a dedicated server?” kind of questions and therefore feel they can’t understand technology.

I feel that this technology intimidation is really due to the fact that they don’t really own their idea, and better understanding it will guide any decisions they have to make with their idea moving forward.

For me, the biggest online tool for most entrepreneurs is definitely their website. Having a website is like putting your shingle out declaring you’re in business.

In this presentation, the first section focuses on further defining your idea so you can create the site, offline, before engaging someone to build it for you (or building it yourself). From who the users / customers will be and what kind of information they want, to what the actual purpose of the site will be (conversion), to defining a list of must-have and nice-to-have features for the site.

The second section focuses on how to collaborate with those who will help your idea become a reality, from working with collaborators remotely, to the kinds of tools and software you’ll need to collaborate, and setting some guidelines for those tools to be effective.

The third section focuses on methods and approaches for communicating your idea, whether through the use of social media or just being consistent in your entire presence online.

Be sure and page through the entire slideshow to see the resources I included at the end for those looking for open source software alternatives to proprietary software, and links for getting started with ebooks and Creative Commons.

Below is the slideshow, click through to see the slideshow in your browser:

If you’re not familiar with the Ignite format, it’s very exciting for both speakers and spectators. 5 minutes, 20 slides, 15 seconds each slide. It’s a timing nightmare and you’re always racing against the clock, but it’s a great exercise to really concentrate on the meat of your presentation and remove the extras. (I gave another Ignite earlier this year on the New Digital Company: Distributed, Online, Transparent)

In any case, the Ignite I gave has enough material and research behind it for a 1 hour talk, and it was hard to stop at 5. But since this topic is relatively new, I wanted to whet people’s appetites with a broad overview of digital curation: what, why, how, and a brief look at curation and protecting our data across all of these different social networks and sites we sign up to and subsequently fill up with our data. We often can’t get that data back.

I propose WordPress as a digital hub – a place where our original and curated content is created, published, and archived, and integrates with everything else. It’s not a perfect solution, but it is one you can own and it continues to evolve as new plugins are coming out every day (just today a plugin was released to sync WordPress with Google+ – it’s a great time to get started!)

Here are the slides (in English) from “Digital Curation: The New Frontier of Knowledge“. Video of my presentation is online at KnowCamp.it, but it’s in Italian. If you have any questions, let me know!

They specifically asked me to speak about using WordPress as a website, instead of a blog, as many journalists are now interested in maintaining personal websites as well as continuing to create all the content they do for external publications.

I really only needed one slide to explain how to do that – it’s very easy! I’ll let you discover how via the slides.

The presentation is geared at those very new to WordPress – so new, in fact, that I included a little bit about WordPress’ history and its community which I think are strong points in choosing to use it (awesome people are making an awesome product).

We spent a lot of time in questions after the presentation, many of which would have been answered by articles I’ve already written on this site, like:

• What is DNS? DNS in Plain English
• How to Choose Web Hosting for your Website or Blog
• Ask the Geek: How Do I Find and Install a WordPress theme?
• The Quick and Dirty Guide to Getting Started with WordPress

The slides aren’t actually meant to be self-explanatory – I went in-depth into most of the concepts and screenshots in person, and don’t like to put much content in my slides, so if you have questions, be sure to let me know!

In English:

In Italian:

Have a question for Ask The Geek? Send it to me.

Dear Ask the Geek,

A friend set up my WordPress site and the design for it, but now I want to change it and give my site a new look. How do I do that, and where do I start?

Signed

WordPress newbie

Dear WordPress newbie,

You can find WordPress themes all over the Internet which is the great thing about WordPress – anyone can develop for it. I strongly recommend starting with the WordPress.org Theme Directory as the themes there have been reviewed and there’s a higher guarantee that no malicious/spam/ad code has been inserted in the theme (a small risk of using Google and looking for WordPress themes).

I suggest browsing the Popular themes first. These are all free themes and you may find a few designs you want to come back to. If you have a specific feature or layout in mind (like how many columns, main color, or style, etc.), you can use the Theme Tag Filter tool to narrow it down.

If you’d prefer a theme that is more unique or has support from the theme developer associated with it, you may also want to browse the WordPress.org Commercial Themes directory which lists many companies that offer custom themes for a small payment and give you access to various benefits with your purchase.

There are usually some themes already installed on your WordPress site and can be accessed via the Dashboard at Appearance > Themes.

Make note of which theme your site is currently using (it should be the theme featured as “Current Theme” at the top of the Manage Themes tab) so you can go back to your original setup if necessary.

To add other themes from the WordPress.org theme directory, click on “Install themes” and search for a type of theme or a theme name.

You can preview it or install it directly. Click on Install and confirm Installation.

After installation, you can preview it again how it will look with your content, and if you decide to Activate it, click on Activate. It’s now live on your site!

Open the front page of your site in another browser tab/window and see how it looks – click around to different posts and pages to see if you like it.

If you need to go back to that original theme you made a note of when we started, go back to Appearance > Themes and search for the name of your original theme in Manage Themes, and click Activate it to return to the original.

Note that you can add dozens and dozens of themes to your local theme directory so don’t feel like you have to choose or install just one at a time to your local directory. For a commercial theme, you will have to upload the theme after purchase before being able to activate it.

The only other thing you would need to check is if your sidebar content (recent posts, comments, etc. ) is using widgets (check for their existence at Appearance > Widgets) – widgets are easy and great for you to be able to upkeep, and they are independent of the theme which makes switching themes painless.

If you aren’t using widgets for your sidebar content, now is a good time to set them up before switching the theme. Once we get them into widgets, you’ll be able to switch themes easier, and then it’s just making sure we include your stats.

Note: this is an answer for a self-hosted, paid hosting user using the WordPress.org software – if you have your site at WordPress.com, you can use the theme.wordpress.com directory

Enjoy playing with your site’s theme!

Sara Rosso, aka WIHT’s in-house geek

Often when I recommend to friends that they get started on WordPress, I suggest they sign up for a site at WordPress.com so they can see how they like the interface and the features of the WordPress software.

One of the first things I hear is this myth: on WordPress.com, I can’t have a custom theme, so I can’t have a beautiful website.

Besides the fact that there are 100+ themes to choose from (and I’ll do a post on my favorite themes in the future), many with customizable backgrounds and headers, you can have a beautiful website on WordPress.com. I wanted to showcase some of the websites I’ve seen on WordPress.com that have made their sites beautiful using one of the default themes as a base and customizing the site with just the Custom CSS upgrade (currently $15/year) – so that’s free, unlimited hosting (!) plus a beautiful site for $15/year. Pretty cool.

I don’t want to convince you that WordPress.com is the best home for your new site (I have several .org sites that I love) but I definitely want to disspell the rumor that you can’t have a beautiful site on WordPress.com.

Read my article on Infinite Styles with Custom CSS on the WordPress.com News blog.

Writers*, the Internet and its images are not your ClipArt gallery.

Especially in the case of Cooks Source, an assumption was made by the writer that the material they found online was somehow “available” and could be taken, re-used, re-written and published, and including the original author’s name was enough to justify its usage.

Some people make a living publishing content and photos online. Some just enjoy it as a hobby. Some do it as a second job, hoping for something more. All of these people have the right to full control over their intellectual property’s copyright, no matter what you perceive their aim to be.

In this article, though, I want to focus on photography. While more and more people realize using words someone else has written is plagiarism, it’s not as clear to them how they can use / re-publish others’ photos in their content.

A Photo Illustrates Your Story, or A Photo is The Story?

I think the first distinction to be made is between a picture illustrating or visually decorating content, and a picture as the story. In the first case, the picture helps you, the writer, to illustrate your story to the reader through visual clues. People like pictures, it breaks up text, and it gives them different focal points. In the second case, the picture is the reason for the story. It’s news, a point, a counterpoint, or the basis for a discussion.

Example: this picture of gelato.

In the first case (a picture illustrates a story): the writer could decide to use the picture in a story talking about gelato, about summer in Italy, about ice cream even. They use the photo like clip art – to punctuate a textual story with visual elements.

In the second case, an article could be written with reference to the author’s original blog post where the picture appeared. Additional details like the original author’s name & link, point of view, perhaps even a small excerpt is incorporated into the story (not only a credit at the end) as the writer uses the author and her photo as a point of reference and source, and as a key component to the story the writer is currently telling that is related to the original author’s content.

Neither of these editorial approaches is more correct than the other. Most of the photos on When I Have Time are used in the first case, as they help illustrate my story, but they are not the story. Often copyright owners find more gratification from the second case – if my photo is your story, most likely I am getting publicity, interest, and hopefully credibility and traffic from its inclusion.

In both cases, the writer needs permission from the copyright holder to use their photo.

Case #1 actually happened to me and this particular photo, and it was included in a post as an visual without my permission. I feel no need to name the site as we rectified the situation cordially and they were very professional. But it became even clearer to me that the assumptions some writers are working on need to be set straight.

Respect Image Copyright

If there’s a watermark on the photo, you can bet the photographer cares about how that photo is republished and used. Even if there’s no watermark, there is copyright on the photo! {Read up on a Guide to Copyright and Creative Commons if intellectual property rights are fuzzy to you} If a photo is available for Creative Commons usage, the author will declare it somewhere in an easy-to-find place like their site sidebar, on their About page, or directly under the photo.

If you can’t find Creative Commons license information at first glance, don’t assume that photo is available for the taking. Assume the exact opposite. It’s not available, for any usage, and you should write the copyright holder for permission. When in doubt? Send the photographer an email!

Proper Usage and Crediting a Photo

If you find a photo available for usage that is Creative Commons, its license dictates how the photo can be used, modified and attributed. If you’re not sure your usage is ok, ask the photographer! Ask!

Some tips for proper usage and crediting a photo:

• Did I mention ask permission? When in doubt, ask. This step cannot be overlooked.
• You credit the name, but don’t give a link. A link is not required by law, but it is the Internet. Why not share the love back?
• Make sure you insert the link and credit before the post has been published (so all RSS readers see the link).
• Never put your own logo or watermark on the photo unless you have explicit permission to modify the photo (again, ask!).
• If the photo you’re using is Creative Commons, drop the author a line after the fact to see where their photo has been given new life – who knows, you may gain another reader or even an advocate.

Build a Relationship with your ClipArt generator, the Photographer

If you’re a site owner, or a community site writer, why not think of other ways to approach photographers so that they will be more interested in your request to republish their all-rights-reserved photos?

• Approach the photographer and offer to do a profile on your site about the photographer in exchange for a certain number of photos (i.e., 5) for other blog posts.
• Offer to pay the photographer (innovative, I know).
• Offer something else in exchange (perhaps you can barter its usage).
• Ask if they have any photos with Creative Commons licenses or available on stock photography sites – perhaps you’ll find a substitute photo that can be purchased cheaply or can be used with Creative Commons.

Are you a writer looking for images? Start with Flickr’s search for Creative Commons images licensed for commercial use.

Do you have any tips for writers on correctly finding and using images on the Internet?

If you’re a photographer, what would you prefer writers offered you, other than money, for using your photos?

*I use the term “writers” in this case to mean both journalists and bloggers – I have seen cases where both have overlooked copyright.

Photo credit: me, Sara Rosso

I cover WordPress featured images in the presentation mainly from a user standpoint and not from a developer’s standpoint, though I include some tips and suggestions for users curious about experimenting with code at the end.

Covered in the presentation are:

• what are featured images
• the evolution of featured images in WordPress Codex
• some popular & free magazine themes for WordPress
• how to use featured images in WordPress without changing your base theme via plugins (sidebars, archives, related/random/recent posts)
• how to start experimenting with the Featured Images code, online and through a local installation of WordPress.

I’d love to hear your feedback! The video of the presentation will be made available online at a later date, and I’ll link to that when it is available.

Note: This presentation is being released with a Creative Commons license – Attribution-NonCommercial-ShareAlike 2.5 Generic.

http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=featuredimages-101016153152-phpapp01&stripped_title=using-featured-images-with-wordpress&userName=sara.rosso

Now that you’re ready to start creating that website you’ve been dreaming about, you’ll need to get web hosting: a place where you can store and modify your website’s content and make it accessible online.

The choice of a web hosting provider is a very personal one. I say this because, for every person who has had a good experience with a provider, you will find one or five or ten who have utter loathing for that exact provider.

I would evaluate a potential web hosting provider based on the following considerations:

• Installing or Utilizing Blog or CMS (Content Management System) Software
  
• 3rd-party Software Installation
  
• Technical Support
  
• Disk Space and Data Transfer
• Video Streaming
• Backup and Shared Hosting vs. Dedicated Server
• Transferring Away & Refunds
  

Here’s some more detail about what to consider for each one:

• Installing or Utilizing Blog or CMS (Content Management System) Software

The ease-of-use of incorporating the blogging platform with your provider is what makes the difference when going to purchase web hosting. Even if you don’t intend to open a blog, many blog/CMS software can be used for static websites as well (like WordPress, which I love). Each blog or CMS software has operating system and/or software components required to run, so check with your intended provider before buying hosting and/or the software.

Some providers will give you a “push-button” or “1-click” installation which will automate the installation of blogging platforms. Other providers will provide a hosting solution that gives you access to the more technical side of your hosting environment like executing scripts, setting up databases and modifying your file system permissions. Check to see if the hosting provider lists which blogging software can run on their servers. If you cannot find this information, I strongly suggest writing an email to their tech support with a list of your blog software’s technical requirements to get confirmation before purchasing a hosting agreement (or blogging software). Here’s WordPress’ list of requirements.

• Ease-of-installation of 3rd party software

As mentioned above, if you are not particularly tech-savvy, it’s important that you understand how much the provider can integrate blog or other 3rd-party software into your web hosting. Even if you’re not interested in hosting a blog, you may need a forum, a photo gallery, a wiki or e-commerce software for your site, and many hosting providers can offer these software integrations or at least support their installation.

Many providers will specify how much control you have over your hosting environment and how much you can put your hands on it (if you can run PHP scripts, install a database, modify the .htaccess file, etc.) but the final compatibility, installation and upkeep of the 3rd-party software will be your responsibility. Some providers will even provide a list of which popular 3rd party software is compatible or is available for push-button installation.

• Technical support: Direct Contact available? Guaranteed Response Times?
  

When I first started hosting with a certain hosting provider, they made it very difficult to contact them directly with problems, and I often had to do a down-the-rabbit-hole chase to find the support email address on their web site. Now, they provide an 800 number to talk with a real person.

Other hosting providers will not give you a direct contact, but they may give you a guaranteed response time or an option to escalate and therefore you know how long it might take to get resolution to your problem.

Before it’s really a necessity, you should identify the support methods in case of an emergency: contact email address / website / telephone, and other information needed to contact them like your username or account information. Other important limits to keep in mind are if the provider limits your technical support to a certain number of questions or if they provide a guaranteed response time or service level agreement on resolution of problems.

If you require a certain level of support, investigate first, and also be prepared to pay extra to ensure you can get it.

• Disk Space and Data Transfer

If you’ve read the Long Tail by Chris Anderson (great book!) you know that disk space is quickly becoming a commodity and most providers will now offer huge amounts of disk space for a low cost. You probably won’t come near to using all of it.

Data transfer is related to the transfer and viewing of the information on your website. When a visitor opens a page on your website, your hosting provider must deliver the text and images on that page to their computer. Multiply that for each visitor, and data transfer may become important to your site if you’re having people download a lot of content (like high resolution images, music files or large PDFs) or if you have enormous amounts of traffic.

Most providers will provide you with such a large amount of data transfer that you can monitor in case you experience a jump in traffic, or upgrade if necessary. Investigate how much is provided with each plan, and in case your website gets linked from Digg or CNN, how you can temporarily meet that demand or upgrade

• Video Streaming

Most videos embedded in blogs can be hosted externally to the blog (on YouTube or Vimeo, for example), but if you are planning on having a lot of video content and would like complete control over the delivery and look & feel of that content, check with your hosting provider if video streaming from their servers is included in the hosting plan you’re considering. This may also figure into calculating the data transfer they provide – the more videos you are streaming, the more data transfer you’ll need.

• Backup

Backup is one of the most important things to your online presence. How often does your host back up your data? Daily, hourly? How far back can you get get copies of your data and files, and with which methods can you access your files? Do you need to submit a request to the provider’s Support, or can you be autonomous and access it directly from your administration panel?

If you’re generating a lot of content and/or you have a very active community generating content and comments, you will need to be more sensitive about how often that content is backed up.

Note that with many blog/CMS software, the backup of the database may not be done by the hosting provider but must be done directly by the user and the hosting provider may provide backups of the content that is not in the database (i.e., image and downloadable files).

• Shared Hosting vs. Dedicated Server

By default, most basic web hosting plans will be considered shared hosting, which means that other websites and domains will be hosted on the same server as your site. You’ll be sharing resources like the server’s disk space, processor, and RAM. For most site or blog needs, shared hosting will be sufficient, but if your site is very popular, you may need a step up from shared hosting like a virtual server or a dedicated server.

Of course, you probably won’t know you need a more robust solution when you first start your website, but it’s a good idea to see if the host has other options available and what you’d need to do to upgrade when the time comes.

• Transferring Away & Refunds

Pay close attention to the refund policy of the providers. Some offer money-back guarantees if you are interested in doing a trial of their services for a few days or weeks so you can get a feel for the service and the administration panel.

Choosing Web Hosting Providers

I don’t want to make this article about endorsement, though I use both Dreamhost and Yahoo for my hosting needs, as I mentioned above – for every person who has a good experience, there will be 10 more with a negative one. I suggest you Google “web hosting providers,”, read some ratings’ sites, ask your friends with successful sites who they use, and evaluate your own site’s needs before buying hosting.

From Lifehacker’s readers: Most Popular Reliable and Affordable Web Hosts

• DreamHost
• Blue Host
• NearlyFreeSpeech.NET
• 1&1
• GoDaddy
• HostGator
• A Small Orange

Image by Donovan Henneberg-Verity

Sounds confusing, right? It’s really not.

What you need to know about WordPress is that it’s an easy, powerful, and very flexible platform for blogs AND static websites.

What you may not know is that the WordPress community is very large, which means you’ve got a ton of information, documentation, and helpful people (like me) ready to get you started with WordPress.

Note: I am referring to an installed/self-hosted version of WordPress (available at WordPress.org), not the free, hosted sites on WordPress.com

Ready to get your hands dirty with WordPress? This is what you’ll need:

1. Web hosting selected (with needed minimum requirements) and purchased
2. A domain name selected and registered
3. A backup / export of your current blog’s content (optional)
4. A theme / design for your new blog (and pertinent files)
   
5. FTP client software and/or web FTP access to your hosting server
6. WordPress installation files and instructions
7. Bonus: Importing content from existing blog (optional)
   
8. Bonus chapter: not so quick, but very dirty: Modifying old URLs and Images for the new blog

That’s it! You’re ready to go.

Let’s break down each piece:

1. Web Hosting Selected (with needed minimum requirements) & Purchased

WordPress has some minimum requirements to run, and most hosting providers will give you this information in the FAQ area or possibly specify if they are WordPress-compliant. If you don’t see this information, don’t hesitate to email the provider before committing and purchasing your web hosting. Some providers may even offer WordPress as a “pushbutton” or “1 click” installation which means they are not only compliant, they’ll walk you through the installation! Read server requirements for Hosting WordPress so you know what requirements your web hosting provider has to have to run WordPress. {Read the WHT article about How to Choose Web Hosting for your Site}

Really quick & dirty: buy web hosting from one of WordPress’ web hosting partners

2. A Domain Name Selected and Purchased

For the purposes of this example, I’m assuming you’re moving from a free blogging platform with an existing (free) URL like myblogname.oldblogsoftware.com, and you’re interested in moving to a hosted WordPress installation on your own domain. If you don’t have a domain yet, read the {WHT article: How to Buy a Domain and What to Do With It}. In this case, as mentioned above, you want to buy web hosting for your domain.

Really quick & dirty: most domains can be purchased directly from your web hosting provider and you can do it during the setup of your web hosting account or directly after.

3. A Backup of your Current Blog’s Content (Posts and Pictures!)

WordPress can accept just about any blog’s content on the planet. Your job is to find out how to export the content of your particular blog and save it to a safe place on your computer.

Here are some shortcuts for the most popular blogging platforms – if you are given a choice, you’ll want to export in XML format:

• Export content from Blogger: Dashboard>Settings>Blog Tools >Export Blog or read How to Export on Blogger’s Help Forum
  
• Export from TypePad: Export/Import on Six Apart’s knowledge base – (they actually go into quite a bit of detail about moving from TypePad to WordPress)
• Export from Movable Type: Exporting content from Movable Type
• Export from LiveJournal: Log into LiveJournal’s Export page
  
• Export from Posterous: it has the functionality available via their API, but someone still has to write an exporter (Nov 09)
  

You’ll also need to download pictures and other content you’ve uploaded in your current blog. If you’re using Flickr for your images, and you embed the HTML code directly into your posts, you won’t need to do anything.

Really quick and dirty: Pay a friend to do this for you. Or dinner works, too. But not pizza – don’t be cheap, man!

4. A Theme / Design for your New Blog (and pertinent files)

I could write several posts about choosing a theme, but for now I will keep it simple: visit blogs (if you’re reading RSS feeds, click through!) and start noting which sites make you sit up and take notice and what you don’t like. Then start to understand what kind of design you’re looking for with your new blog (2 columns, dark, rotating header image, red, etc.) and then go here to narrow down your choices: WordPress Themes

I suggest downloading at least 2-3 blog themes that you like, so after you get your content imported and the themes uploaded, you can switch from one to the other if you find your favorite theme doesn’t suit your content. You may also consider paying someone to make you a custom design, but for now let’s just concentrate on a clean free design for the first iteration of your WordPress blog!

Really quick and dirty: Use one of the 30+ free themes that are automatically included in your WordPress basic installation, accessible via the Administration panel : Appearance > Themes.

5. FTP Client Software and/or Web FTP Access to your Hosting Server

You’ll also need a FTP (File Transfer Protocol) client software so that you can transfer files from your hard drive to your web hosting server, including most of the WordPress installation files (if you don’t have assisted installation through your web hosting provider) and your blog’s content like themes and photos. I suggest FileZilla FTP Client – it’s open source!

Really quick and dirty: Your web hosting may provide a web interface to upload files via web FTP, so you won’t have to install anything additionally, but you may find an FTP software to be easier and faster.

6. WordPress Installation Files and Instructions

You can always find the latest version of WordPress at: http://wordpress.org/download/ – you’ll need to save this to your computer. Then you’ll want to get started with Installing WordPress. You’ll especially want to have the detailed instructions page as well as the Famous 5-minute installation pages open.

Really quick and dirty: Use one of the WordPress hosting partners with 1-click installation for WordPress. Otherwise, you’ll definitely want a friend who’s installed WordPress before to help you with this – bribe them nicely!

7. Import Content from Existing Blog (optional)

Now you’ve got a working version of WordPress with some default content. Now to import your content. After you’re logged on as administrator, Click on Tools to expand the submenu on the WordPress administration panel. Next, scroll down if necessary and click Import to show the various import options. Next, click your previous blog’s type and follow the directions. Read more about Importing content from other blogging software into WordPress.

Geek Tip – only for the adventurous: If you have a large blog, you may get an error uploading your content as the uploader times out. MAKE A COPY/BACKUP of the original import file you downloaded from your previous blog interface. Then take the file and divide it into two or three pieces (you’ll want to make sure you cut off before the <ENTRY> or <POST> XML tag)

Really quick and dirty: It can’t get much quicker or dirtier than this. Be content.

That’s the end of the quick and dirty guide to Getting Started with WordPress. Below is a bonus chapter that has to do with cleaning up after yourself and your move.

8. (Bonus) Modifying Old Internal URLs and Images for the new blog

Chances are, if you’re a decent blogger, you’ve linked to yourself at some point, or often, within your posts. While WordPress will change the structure of your posts’ permalinks (URL) from oldblog.oldblogsoftware.com/mypostname to www.newdomainname.com/mypostname when you import your content, it will not change any internal references to your content. Oh dear, what’s a blogger to do? If you’ve got a friend who is comfortable rooting around in your database (MAKE A BACKUP FIRST BEFORE ANYONE PLAYS!), they can do a find and replace in your wp_posts table and do a partial replace (find: oldblog.oldblogsoftware.com substitute with: www.newdomainname.com).

If you don’t have any friends like that, or you prefer not to take chances, I can only say you’ll just have to go in by hand to each post, update the URL and save the post again. I suggest starting with your 10 most recent posts (more likely to be seen with random “Older posts” browsing) and your top 10-20 most popular posts and update the URLs.

Geek Tip: You’ll want to understand permalinks well when you import your blog – if your old blog post URLs were structured oldblog.oldblogstructure.com/day/month/year/postname, and your new blog’s URL structure is www.newdomainname.com/postname, you’ll have to pay attention when updating your URLs.

Anything I’m missing from the Quick and Dirty Guide? Let me know.

Photo by http://www.flickr.com/photos/photonoob/ / CC BY-NC-SA 2.0

Dear Ask the Geek,

I’m beginning to get a decent amount of hits on my blog (5000 pages/3000 unique per month…not millions, I know, but they’re increasing steadily), along with lots of requests to advertise. I need to determine the best way to monetize both the blog, and/or all my sites. I use text-link-ads at the moment, but I need some advice on where to go from here.

Sincerely,

I Work Hard for the Money

Dear I Work Hard for the Money,

Monetization is a formula that’s very specific for every site, and one that needs to be constantly evaluated based on your website’s goals and content, and perhaps your business needs at large. I think talking about the three following things will help answer your question:

• Website conversions
• Paid links & Transparency
• Advertising rates and payment types

Website Conversions

Understanding your website’s main objective (and in particular, if there is a monetary correlation) is called a conversion:

Conversion is the process of successfully achieving the primary objective of a specific page or website.[1]

Focusing on defining what the conversion for your website is will make things much clearer for you regarding advertising – what kind of advertisers you’d like to host, pursue, and what type of visitors you’ll want on your site to fulfill your website’s goals. Also, it will help you further define your audience (existing or ideal) and therefore understand what type of advertising will not be intrusive or a nuisance but rather a service to them!  i.e., you have a site about Venice, but you get an offer to host an ad for part replacements – does it make sense? Does your audience want that?

Of course, conversions don’t have to be strictly monetary – perhaps you’re hoping to turn visits into writing opportunities, photos sold, or email inquiries received. Perhaps after defining your website’s conversion, you’ll find that you should actually think about BUYING advertising instead of hosting ads on your site for others, or make it available in a subscription format, etc.

Here are some questions that you should answer to help define what your website conversions might be:

• How do you measure the success of your site currently?
• Beyond the number of visitors and traffic in general, how are you planning to track the effectiveness of your site? What factors will be considered when examining who comes to your site and how they’re getting there? Are some sources/referrers higher-valued than others? Why?
• Are there particular key pages on your website you want your audience to see/visit or are there particular paths the user should complete that could be considered conversions? (i.e., request information/quote, buy product, stumble, etc)
• Is there a correlation between more traffic and an increase in “sales/conversions” in other ways? (more tours, more photos sold, more products bought, etc.) How are you measuring this?
• Should you be focusing on better-serving your existing audience instead of looking for more traffic? How are you measuring the experience of visitors to your website?
• How much money are you expecting to make? Do you have an actual target / fiscal need that must be met and is driving your website’s purpose?

Write the answers to these questions down along with your other brainstorming, or perhaps create a light business plan, and then you can use this to base all your other decisions regarding partnerships, revenue goals and advertising.

Tip: If you end up instead buying advertising, understanding your website conversion is essential to measure if your investment is giving a good return on investment (ROI).

Paid Links & Transparency

Google doesn’t like paid text links, or more specifically: Google doesn’t like links that are not labeled as advertising (“selling links”) because it compromises the integrity of how they calculate PageRank and therefore the influence a certain site has. I’m not sure exactly how you have configured your advertising/paid links (or what you’re getting in terms of revenue) but you might want to read this article about paid links by Google. With that being said, many have decided not to care what Google thinks and use them anyway.

I can give you some advice regarding monetizing, but I think monetizing your website is like finding the perfect pair of jeans: every site is going to have the perfect fit and mix of advertising that’s different from everyone else.

I think the best type of advertising to sell is that which respects the trust relationship you have between you and your audience. In my case, I believe graphic advertising, in designated advertising areas of one’s site and clearly labelled are best. They may affect the aesthetics of your site but the transparency is very clear to your audience.

Since your sites are quite focused, and you have the opportunity to find local/niche businesses that might want to be featured, you can probably take a pro-active approach and contact them with your rates, whether it be graphic advertising or text links. You may try to attract a quality advertiser with discounted rates if it adds then to your site’s own reputation to have them advertising there or helps you get other advertising contracts based on the reputation of your current advertiser.

Types of Ads and Payment

If you’re determined to have ads on your site, whether you’re selling them directly to the business or opting into an ad network (like Google) you’ll need to understand how your payments are calculated.

Ads, in terms of payment, can be broken down into two general categories – CPM (cost per thousand page impressions) and CPC (cost-per-click). Google AdSense, for example, pays per click. Usually CPM are offered in conjunction with several ad networks (like BlogHer, Federated Media, etc.) who sell a level of exposure to advertisers across their network of blogs, but CPM can also be inferred if you’re offering an ad space for a specific period of time, like a month.

The CPM formula can be calculated by dividing the cost by the number of thousands of page views. For example, if your blog gets 10,000 page views a month, and you’re selling an ad space for $30/month, the CPM is therefore: 30.00/(10,000/1,000) = $3.00/CPM. Alternatively, you may negotiate a CPM that is good for X number of impressions and the advertisement is removed by you after meeting this quota.

Google includes a CPM rate in their calculation, but it’s actually a post-facto calculation that is made based on the ads clicked and however much they negotiated per-click with that ad owner. They call it Effective CPM, which is why you can see different CPMs for the different advertising spaces you have on your page. It depends on how many clicks they have received.

A third type of advertisement type is called an affiliate link / ad / offer, which means that you don’t receive anything from the ad owner unless the user purchases something on the ad owner’s website, and you’ll receive a percentage of this sale. These affiliate links can be internal to your site’s content (much like text links) or an offer/link to an affiliate store in your sidebar.

Sara Rosso (aka WHT’s In-House Geek)

Resources

• Advertising 101 for Bloggers and Developing a Strategic Business Plan from Design*Sponge (excellent!!)
• Perform Better With AdSense: The Ultimate Round-Up from Smashing Magazine
• 10 Things to Consider when Choosing an Ad Network from Food Blog Alliance
• What is Affiliate Marketing? from ProBlogger
• The Google Page Rank Pendulum Swings…. Again from ProBlogger
• How to Monetize Your Site with Video from Mashable
• Effective CPM from Google