'Net Features : Kelly Meenaghan

Why Green Hosting Matters

Administrator — Wed, 27 Mar 2013 21:34:00 GMT

By Kelly Meeneghan, Manager, 1&1 Internet, Inc.

When it comes to the level of technical support needed to maintain a fully functional website, not many people consider the impact it has on the environment. Just one website requires an entire server to be running 24 hours per day, seven days per week while housed and secured in a large data center. With more than 100,000 websites created each day, it is no wonder why the concept of ‘Green Hosting’ is attracting so much attention in the industry.

Hosting companies should take their carbon footprint very seriously and execute steps to ensure they are operating with green energy, while providing eco-friendly technology to its users. Understanding the inherent need for significant energy conservation encourages the company to continue protecting the environment as much as possible.

While this green mindset is a great strategy for hosts, customers are also benefiting from these initiatives. By supporting a sustainable environment, they are implementing a strong marketing strategy. For example, if a consumer is comparison-shopping between two similar businesses, environmentally conscious characteristics can be the deciding factor. Taking this information, hosts have developed logos for customers to include on their websites communicating that they are “Powered by Green Hosting.” Using this tool to generate a positive reputation helps to draw more profits and gain credibility as a business.

What was once an industry uninformed about its energy consumption is now one Whythat has actively started to adopt different resource methods to minimize the impact on the environment. A popular strategy for the hosting industry has become the implementation of Renewable Energy Certificates (RECs) to offset the amount of energy consumed with reusable energy powered by wind, sun, water or biogas. Partnering with organizations like the Bonneville Environmental Foundation allows for the simple purchasing of these RECs for larger organizations.

Solutions for offsetting energy use is a significant element for a green hosting strategy, yet Web professionals should also investigate all of the green efforts a company makes. Implementation of paperless billing to save trees and operating with highly efficient power supplies resulting in less than 20 percent heat loss, are all aspects of a truly green organization.

Every year, additional developments and innovations are emerging to offer alternative solutions for energy usage. The rise of cloud technology and for example, things like dual hosting services, are both making Web hosts more conscience of what may be their lasting mark on their surroundings. Though, these technologies require more resources in order to sustain a strong, reliable service, implementing these special means to counteract the environmental impact is worth the effort and is taken seriously throughout the hosting industry.

About the Author

Kelly Meeneghan is a manager for 1&1 Internet, Inc. (www.1and1.com). As a global leader among Web hosts, 1&1 provides businesses with the tools necessary to get online and be successful. Meeneghan is also a regular contributor for WebsiteMagazine.

The Low-Down on Domain Names

Administrator — Fri, 18 Jan 2013 19:00:00 GMT

By Kelly Meeneghan, Manager, 1&1 Internet, Inc.

For any business, having a clear address to your physical location is imperative to ensure that your current and potential customers/clients can find you. This accessibility ultimately leads to an increase in both clientele and sales. The same goes for the Internet. It's now common knowledge that in order for a business to succeed, you must create an effective online presence. The first step to accomplish this feat is to start with a domain name, a virtual address, with which the public can use to find a business on the Web.

A domain name is the sequence of letters after a “www.” through the “.com/.net/etc” of a URL. Representing an Internet Protocol (IP) resource, a domain can be associated with the personal computer used to access the Internet, the server computer that is hosting a website or the website itself. Put simply, this name replaces the use of overly complicated and detailed technical codes, which are assigned to every space on the Internet. Without a domain name, no one will be able to find and view a website, directly entering domain names is in fact the fastest and most convenient way for people to discover a business.

As you decide to venture into the online world, choosing an effective domain name should be top priority. Understanding how computers read domains can help guide you through the process of choosing the most appropriate and effective domain. It is useful to know that domains are organized by the Internet from right to left, the opposite of how we normally read.

Therefore, the first section you come upon is the top-level domain (TLD), or domain extension, which identifies the purpose and mission of the website. For example, in 1and1.com, .com is the TLD. In fact, it is a gTLD (general top-level domain), which illustrates that it is available for world-wide registration regardless of citizenship, residence or age. Most commonly used, .com is often the first gTLD that businesses consider. Though a smart decision due to its popularity, we encourage businesses to evaluate the potential effectiveness of the other gTLDs. For example, .org extensions are best utilized by non-profit organizations while .name’s are adopted by personal pages. Some businesses prefer .biz to illustrate its professionalism and those that have optimized their website for mobile viewing must use .mobi. Each holds their own purpose and is chosen at the discretion of its owner. By specifying your type of business through the domain extension, you can create a greater impression on visitors rather than misleading them by selecting an inappropriate domain.

Taking TLDs a step further, there are ccTLDs (country code top-level domains), which are assigned to specific countries and are not available to everyone. Such domains include .us for the United States, .de for Germany and .es for Spain, to name a few. The purpose of ccTLDs is to encourage local businesses to identify themselves as a business of that country. Specifying the country of residence within the TLD can help businesses better target their local audiences more directly. Each country has their own registration restrictions. Therefore, be sure to understand these guidelines before making an investment in the domain.

Next, the section to the left of the TLD is considered the domain. Some businesses wish to showcase the official business name, well-known slogan, industry or location through their domain. Though all can be good ideas, 1&1 suggests that the business chooses to feature the official business name. This keeps it simple for you and your visitors to remember and not hinder their potential return to the site in the future. If the name is not available with the desired TLD, like .com, consider an alternative TLD before changing the domain name. Perhaps a .org or .biz TLD will be suitable and therefore you can keep the unique domain.

Once a domain name is decided, it needs to be registered with a domain registrar. This grants you the right to use the domain but it does not assign you legal ownership. Different TLDs and registrars may list domains at different price points, so be sure to shop around to find one you are comfortable with. Once completed, you are ready to begin designing your website.

About the Author: Kelly Meeneghan is a manager for 1&1 Internet, Inc. (www.1and1.com). As a global leader among Web hosts, 1&1 provides businesses with the tools necessary to get online and be successful. Meeneghan also wrote the contributor piece, Ditch Your Yellow Pages, for WebsiteMagazine.com.

Ditch Your Yellow Pages for the Web

Administrator — Thu, 20 Dec 2012 13:54:00 GMT

By Kelly Meeneghan, Manager, 1&1 Internet, Inc.

There used to be a time where a phonebook was America’s number one source of information. Whether you needed a plumber, an electrician or to find any other business, the hard-copy Yellow Pages were your first stop to find a business. However, now consumers are disregarding phonebooks and relying more on the power of the Internet to find new stores and businesses rather than traditional marketing efforts.

This change in focus is requiring businesses to explore and adopt online marketing methods into their business strategies in order to generate success.

66 Percent Trust Search Engines Most to Find Local Businesses

When searching for new and local businesses, two out of three Americans depend on search engines such as Google or Bing! to provide trustworthy results. As a professional, it is important understand the significance of being included within a search engine’s organically generated results pages. Consider if you are a car mechanic and a consumer types into Google, “car mechanics near me.” If your business does not appear on the first page or two of the results, your online efforts may be deemed as useless. Consumers do not dig through multiple pages in order to find a company’s information. In fact, research analyzed by Chitika Insights found that only 6 percent of consumers click to the second page of results, encouraging the importance of first page inclusion.

In order to achieve a high placement on result pages, businesses need to increase their website’s Search Engine Optimization (SEO). One way which SEO can be achieved is by strategically planting keywords, or relevant terms, into a professional website. These keywords are found by searches engines to indicate if your website is credible and relevant for the website to be placed higher on appropriate results pages. Additionally, fresh and updated content keep search engines interested thus improving your website’s SEO to ensure that customers find you more quickly.

More than Half Visit the Exact URL First

Some consumers are choosing to go directly to a business’s website as an alternative to search engines. Surprisingly, 62 percent were specifically typing a business’s URL as means to find more information. Business owners should consider their domain name as their virtual address. The name should be short and concise while communicating the business name specifically. While “.com” domains are most common, your business name may not be available with the popular domain extension. If this is the case, consider other alternative messages including the industry or your most popular product/service. No matter which option you choose, you want to make sure it is clear what your company does and it will be a name that customers will remember.

Social Media is a Popular Research Tool

When taking your business to the next level it is important to pay attention to the trends consumers are currently adopting. A leading and evolving trend that has proven its staying power is social media. As brands such as Facebook and Twitter make their way into everyday language, it is beneficial for businesses to interact with potential customers though these platforms. 1&1’s research proved that 37 percent of consumers have used social media to find new businesses to work with. Directing attention to your company’s Facebook page establishes both credibility and visibility for potential customers. These sites are checked on a daily basis and normally bookmarked on computers and mobile devices by consumers providing ample opportunities for consumers to see and learn about your business.

Furthermore, less than half (48 percent) of consumers are using the newspaper to discover new businesses. Social media platforms are taking over how consumers get the latest news, event listings and sales. Most networks are free of charge and include a step by step installation process, ensuring that even the most novices of beginners can benefit.

23 Percent Trust Online Directories over Phonebooks

When evaluating your online representation, it is important to align your marketing strategy to where consumers are looking. This includes online directories. Nearly a quarter of Americans (23 percent) are trading in their physical phonebook for online directories. These are forums for you to list your businesses where potential customers can see basic information, including business name, URL and contact information.

The Internet is already a great source of information and avenue to answer consumer questions on a regular basis. If they are traveling to a new area, just moved or looking to try something new, a simple search online is the first step to solve consumer’s problem. Getting listed on online directories will immediately increase your visibility to potential customers.

Traditional marketing efforts are commonly thought of as the industry standard when a new business is launched. Appearing in local newspapers, radio and local promotion used to be the only option for a new business. However, the heavy reliance on the Internet has changed consumers’ behaviors. Only 33 percent of consumers are influenced by local promotions while an even smaller number, 28 percent, are influenced by radio mentions when searching for businesses. Whether you have an existing website for your business or are starting from scratch, it is important to make the most of your business’s online visibility. Implementing these online initiatives will help consumers find and become more familiar with your company, increasing your credibility and overall customer traffic.

About the Author: Kelly Meeneghan is a manager for 1&1 Internet, Inc. (www.1and1.com). As a global leader among Web hosts, 1&1 provides businesses with the tools necessary to get online and be successful.