Module II: Creating a Niche Website

VOCABULARY: Niche Marketing – A small but profitable segment of a market suitable for focused attention by a marketer. Market niches do not exist by themselves, but are created by identifying needs or wants that are not being addressed by competitors, and by offering products that satisfy them.

A niche website is one that will appeal to members of a niche market. Niche websites come in all forms – eCommerce sites, blogs, forums, etc. A few examples of poplar niche websites are Engadget.Com, a technology and consumer electronics blog, AutoBlog.Com, an auto enthusiast blog, Joystiq.Com, a gaming news blog.  All three sites are owned by Weblogs, Inc., which generates millions of dollars in revenue each year from selling ad space on their niche website network.

Niche websites have built in audiences that regularly visit the site for the latest information, maximizing opportunities for the website to generate income.

In this Module, you will learn how to create a niche website. Please read the entire module, taking note of potential companies whose products and services you’d like to use before making any purchases.

1. Organic Search Friendly Platforms

VOCABULARY: CONTENT MANAGEMENT SYSTEM (CMS):  A web application for creating and managing content. It is used to manage and control a large, dynamic collection of Web material (HTML documents and their associated images). A CMS facilitates content creation, content control, editing, and essential Web maintenance functions.

The software provides authoring (and other) tools designed to allow users with little knowledge of programming languages or markup languages to create and manage content with relative ease.

Choosing an organic search friendly content management system is your first decision, even before choosing a web host or domain name. You don’t want to choose a web host only to discover that the technology is too outdated to run your CMS of choice. Also, you’ll need to research the CMS’ ability to allow you to create organic search friendly websites. The CMS you choose will need the functionality to create custom titles, meta-descriptions, custom static URLs and other essential organic search friendly necessities.

If you’re asking yourself if you need a content management system, the answer is yes. It’s very rare for a website for even the most simplistic of websites to NOT run on a content management system.

The primary benefits of using a content management system is the ability to easily and quickly fine-tune your pages to be organic search friendly. You’ll also find many ancillary benefits, such as:

1. Fast and easy updating of pages – little to no technical skill required.

2. Ability to remotely edit pages from anywhere without any external software.

3. Integrated blogging functionality.

WordPress is a PHP based open-source content management and blog publishing application.  Over 200 million sites worldwide use WordPress as a platform, making it the most popular blog software in use today.  Many well-known brands such as, PlayStation and Yahoo (imagine that), incorporate WordPress technology in their websites. WordPress is very quick and easy for beginners to deploy, style and manage. It has several themes and plug-in modules for organic search, payment capture, subscriptions, advertising… etc. WordPress only has a few downsides: the software updates quite frequently, and it can be found limited by developers. WordPress has a very strong core of developers and users with forums.

WordPress is extremely extendable and customizable through the use of plugins – some of which you’ll be downloading and installing in the next module. There are over 6,000 plugins on the “Wordpress Plugin Codex,” a repository of plugins managed by Automattic, WordPress’ developer.

Best of all, WordPress is very organic search friendly. You’re free to choose whichever platform you want, but the included training videos all show how to optimize a WordPress installation for organic search.

An alternative to WordPress is Joomla. Joomla is a popular, open source content management system used by over 2.5 million websites. Joomla is much more powerful than WordPress, however, the learning curve is significantly higher. For very large, comprehensive websites, Joomla is a better solution than WordPress.  Joomla is very user friendly, but it can also be unstable in inexperienced hands.

Some other popular content management systems are Drupal, Mambo, Moveable Type, and Expression Engine (commercial).

Remember to choose your CMS with care – your decision will make or break your website’s potential.

2. Choosing a Web Host

Choosing a reliable web host is one of the hardest decisions you will make. Web hosting companies are a dime a dozen, and many are created and vanish without a trace each day.

To make things a bit easier, I’m going to recommend Netfirms as your web host. I’ve used Netfirms for years. Their control panel is easy to use and they have a massive knowledge base for support. Also, every time I’ve had an issue I couldn’t solve, their customer support team was prompt, knowledgeable, and understanding while guiding me a fast solution. You can also find some great deals on Netfirms packages on the web by searching for “netfirms coupons.”

From their website:
Netfirms, Inc. is the premier provider of web hosting, domain name search and registration, e-commerce web site hosting, e-mail hosting, e-marketing services and technology solutions. Our customers include families, small home offices, established businesses, and large corporations who need reliable domain name registration  and web hosting services. Netfirms powers more than 1.2 million websites with our web hosting services towards online success each and every day. Trust, quality, and reliability have made us one of the largest, most recommended web hosting companies in the world.

You’re free to choose whatever web host you like, but I use Netfirms’ platform in the included training videos.  If you choose Netfirms, the package used in the training videos is the “Advantage Hosting,” currently available for $8.95/month. Also, register your domain with the same company you’re hosting your website with. Doing this makes the setup process much smoother.

[Affiliate link for Netfirms]

If you decide not to go with Netfirms, the major factors you’ll need to consider in choosing a web host are:

1. LAMP
Y need to choose a web host that supports LAMP (Linux, Apache, MySQL, PHP) as opposed to Windows-based hosting. Windows hosts are not very organic search friendly due to the lack of a simple method to rewrite URLs. In the next module, we’ll go over URL rewriting and why it’s important.

2. Web Space
How much web space are you getting to store files?  Most websites end up using significantly less web space than they are allocated. Regardless, you’ll need at least a couple of gb just in case. Some web hosts will allow you to purchase additional web space a-la-carte. Other web hosts will force you to upgrade to a more expensive package.  Be sure not to confuse web space with bandwidth.

3. FTP Access
The majority of web hosts allow FTP access, but some geared towards beginners may restrict or limit FTP access to force beginners to use their integrated site builders. You’ll need full FTP access to install WordPress and most other CMS’. We’ll go over FTP in detail in our training videos for this module.

4. PHP Functionality
The aforementioned content management systems run on PHP – a widely used, general-purpose scripting language that was originally designed for web development to produce dynamic web pages.

5. MySQL Database Support
MySQL is the backbone of most content management systems. All of your data – blog posts, comments, settings, etc. are saved in a MySQL database. You’ll need the ability to create, delete, and edit databases. Most web hosts with MySQL support include phpMyAdmin, a database administration tool for MySQL databases. We’ll be using phpMyAdmin in our training videos to modify MySQL databases.

6. Bandwidth
Bandwidth is the amount of data that can be transferred from your site in an allotted period. The larger your website, the more bandwidth you’ll need. You’ll most likely need to start with around 3gb of bandwidth.

7. Integrated E-Mail Server
You’ll want the ability to have customized e-mail address, such as information@yourdomain.com. Most hosting plans come standard with an integrated e-mail server, auto responders, POP access and mail forwarding.

8. Control Panel
Control panels make it easy to administer your website. Popular control panels are cPanel and Plesk, although many web hosts have custom programmed control panels. Ask the web host for a demo of their control panel and see if it meets your needs.

9. Multiple Domain and Website Hosting
You may need to check with the web host and see if they support multiple websites on one account. If you decide to run more than one niche website, this will become extremely useful.

10. Tech Support Hours and Responsiveness
Nothing can be as devastating to your website as site downtime. Contact the web host’s tech support team to get a feeling of their general attitude. Read reviews on the web on how quick a web host’s tech support team responds.

If you follow these recommendations, you’ll probably find a worthwhile web host. However, I’ve already done the research for you – Netfirms is a solid web host, and the training videos will teach you exactly how to install and configure your website with them.

[Affiliate link for Netfirms]

3. Researching Keywords for your Domain Name[CP1]

Keyword research is an integral part of choosing your domain name.

Joshua Sloan, the Director of Online Marketing at 1and1.Com – one of the largest web hosts says “the process of finding keywords helps you understand the search behavior of your target consumers and first ideas of how you want your site to be found on search engines.”

As part of your organic search strategy, you’ll be incorporating keywords in your domain name, title tags, page names, content, etc.  We’ll be doing some more in-depth keyword research for your website’s content in a later module. For now, we’re trying to create a simple, brandable domain that includes one of your niche’s highly searched keywords.

One of my students wanted to create a niche website for vegans who date non-vegans that discusses the best tasting vegetarian alternatives for meat. He ultimately chose the “VegansDatingMeatEaters.Com.” This domain is perfect – It’s very simple and easy to remember, anyone who sees this domain will instantly know what to expect, there are multiple keywords with high search potential, and it caters to a very niche audience.

If I wanted to create a niche website on exotic foods from around the world, I might choose the domain “WorldofExoticFoods.Com.” After conducting my keyword research, I concluded one of the highest searched keyphrases for my niche is “exotic foods around the world.” I’ve captured 3 of the keywords in my domain.

To conduct keyword research, I use KeywordSpy. With KeywordSpy, in minutes I’m able to create to create comprehensive lists of keywords I need to target for websites.  We’ll be using KeywordSpy extensively in a later module when we create our website’s “Tiered List.” As with the platform and hosting, you’re free to use another tool, but we’ll be using KeywordSpy in the included training videos.

[Affiliate link for KeywordSpy]

If you’re lost trying to start your keyword research for your domain name, here are a few steps to put you on the right path:

  1. Create a list of 1-3 word that describes your niche in a nutshell.
  2. Use a thesaurus and find synonyms you believe people may associate with your niche.
  3. Review other websites in your niche and note their vernacular in discussing your niche.
  4. Ask others what they would search for if they wanted more information on your niche.
  5. Use KeywordSpy to see what keywords people use to find competitor websites.

At this point, you may want to stop and watch the video “Domain Keyword Research using Keyword Spy.”

4. Choosing a fitting domain name

Choosing a domain name is one of the most difficult decisions you’ll have to make. You’ll want your domain name to leave a good, lasting first impression. For organic search marketers, this is often difficult since our domains must also please the search engines. However, with enough research, you can choose a domain name that that’s both brandable name and organic search friendly.

Using the keywords you generated earlier, try and choose a domain that satisfies the following rules:

Effective domains for niche websites are:

  1. Simple -
    1. Some usability experts recommend avoiding “hard to type letters,” such as: “q,” “z,” “x,” “c,” and “p.”
    2. Note that simplicity also involves the spelling of the domain name. A well-known example is the use of the word “Cappuccino” in a domain name. It’s easy for people to say cappuccino, but how easy is it for people to spell?
  2. Straight to the point -
    1. The overall direction of the website is given in the domain. Notice the difference between “Amazon.Com,” and “CollegeGear.Com.” Disregarding your prior knowledge, if you had to guess what kind of site Amazon.Com was, what would you say? A travel agency for Amazon tours? How about CollegeGear.Com? How about “ExpertTrades.Com” for a niche website on stock trading?
  3. Easy to remember -
    1. “CollegeGear.Com” is an easy domain to both type and say, and because “gear” is common vernacular for merchandise, “College Gear” is easy to recall from memory.
    2. On the flipside, a domain such as “awrcw.com,” while short, may be difficult to remember.
  4. Brandable -
    1. Your domain name also serves as your brand name. “BuyCollegeGearHere.Com” is NOT a good brand name. “CollegeGear.Com” is. Even those kitschy “FreeCreditReport.Com” television ads are just a front for Experian, a well known credit bureau, and it’s quickly apparent when you visit the website. A good example of a brandable domain that also meets the rest of our criteria is BankRate.Com.
    2. Be wary of web 2.0-esque “clever misspellings,” such as Flickr.Com. While they are typically trendy and brandable, they lack the other key points of an effective domain – namely the lack of keywords and a quickly apparent meaning. Also, if you were to tell someone who lacked tech skills to “view your pictures on flickr.com,” how often do you think they would enter “Flicker.Com” instead of “flickr.com?”
  5. Includes one or more highly searched keywords -
    1. Someone contemplating the purchase of a netbook might search for “netbook reviews and ratings.” After all, according to Google’s keyword tool, “netbook reviews” is searched over 110,000 times a month. We could conclude that “NetbookReviews.Com,” would be a good domain to purchase.
  6. An available .COM domain.
    1. The non-tech savvy haven’t realized that there’s more to the internet than .COMs.

Here are some examples of great domains for niche websites:

www.HowToDoThings.Com is a popular how-to website with hundreds of guides on a wide variety of topics.

On a similar note, www.HowStuffWorks.com is an edutainment website providing insight on how things work. HowStuffWorks.Com was founded by a hobbyist in North Carolina. The site was later to Discovery Communications (of Discovery Channel fame) for $250 million. HowStuffWorks attracts over 58 million visitors a year.

More popular and recognizable websites that meet our criteria are: CareerBuilder.Com, AutoTrader.Com and WebMD.Com. These domain names generally fit all of the rules we’ve established for an effective domain.

So, what about websites that have domain names unrelated to their business?

Websites like Monster.Com – a job board, and Amazon.Com – an e-retailer spend millions of dollars each year on their advertising. These websites require more branding because their names don’t effectively convey the purpose of the site. Unless you have the cash to assist with market saturation, make your life a bit easier and choose a domain that’s organic search friendly.

5. Developing the Site

Developing a niche website from scratch at first may appear daunting, but the included training videos will teach you step-by-step how to install and configure a copy of WordPress and install a search engine optimized theme. In Module III, we’ll work in the WordPress administration panel to optimize your website for organic search.

As you read through this section, there will be parts where I recommend that you stop, watch one of the training videos and follow along with me.

Step 1: Download and Install a FTP Client

VOCABULARY: File Transfer Protocol (FTP) – A standard network protocol used to copy a file from one host to another over the Internet.

FTP Clients allow you to connect to your web host and upload files from your computer. You’ll be doing this in a moment to upload the WordPress files.

We’ll be using FileZilla, a free, open-source FTP client to upload our files. Go to http://filezilla-project.org/ to download.

STOP! Watch the video “Downloading and Installing a FTP Client” and follow the directions before proceeding.

 

Step 2. Download WordPress and Extract WordPress

WordPress is a PHP based open-source content management and blog publishing application.  Over 200 million sites worldwide use WordPress as a platform, making it the most popular blog software in use today.

Download the latest version of WordPress at: http://wordpress.org/download/

If you’re not using Windows XP or above, visit http://www.winzip.com to download Winzip, a compressed file extractor.

STOP! Watch the video “Downloading and Extracting WordPress” and follow the directions before proceeding.

 

Step 3. Configuring your WordPress Installation’s MySQL Database on Netfirms

VOCABULARY: MySQL – A relational database management system that runs as a server providing multi-user access to a number of databases.

A MySQL database is needed by WordPress to store all of your content and settings. We’ll be using an application called “phpMyAdmin,” to administer your database. Even though the included training video is for Netfirms, most web hosts have a similar set up process for MySQL. Consult your web host’s support manual, or contact their support team for more information.

STOP! Watch the video “Configuring your WordPress Installation’s MySQL Database on Netfirms” and follow the directions before proceeding.

 

Step 4. Using Your FTP Program to Upload WordPress

Here, we’re going to use FileZilla to upload the WordPress files from your computer to your web host.

STOP! Watch the video “Using Your FTP Program to Upload WordPress” and follow the directions before proceeding.

 

Step 5. Installing WordPress

Once WordPress is uploaded, you can use your web browser to install the software to your hosting.

STOP! Watch the video “Installing WordPress” and follow the directions before proceeding.

 

After the completion of Step 5, open your browser and enter your domain name. Voila! You have a working installation of WordPress.

The next few steps are optional. In the resources section, I’ve included some free themes that are suitable for niche websites.

 I’m going to show you how to upload and select a theme, and a few basic methods to edit your theme.

 

Step 6. Uploading a New Theme

STOP! Watch the video “Uploading a New Theme” and follow the directions before proceeding.

 

Step 7. Selecting a New Theme

STOP! Watch the video “Selecting a New Theme” and follow the directions before proceeding.

 

Step 9. Adding Widgets

STOP! Watch the video “The Basics of Editing a Theme” and follow the directions before proceeding.

 

 

Step 9. The Basics of Editing a Theme

STOP! Watch the video “The Basics of Editing a Theme” and follow the directions before proceeding.

 

 [CP1]Video on “Domain Keyword Research Using Keyword Spy.”

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