In parts one and two we looked at the initial database set up, inserting data into our database using csv and sql files, layout and content issues, relative to both using our database and how we can use other providers to both add value and gain additional income revenue; as well as url and navigational topics relative to getting the most from our page templates and site structure.

In this part we are going to look at a typical hotel content page and see how we can best maximise the data we have.

As we already know, we have a database that is made of two distinct tables. The tables have a number of fields that we are going to use to populate our page. Unlike the umbrella pages that we previously looked at, we are going to use all of the data we have to create a unique page for each hotel.

To recap we have a number of fields that can be loosely classified as follows

Locational and contact information

`name` `address1` `address2` `town` `county` `region` `postcode` `country` `ename` `phone` `www` `email` `etype` `trainstation` `tsdist` `airport` `adist`

Pricing, payment and quality information

`price` `currency“rating“testimonials` `visa` `mastercard` `diners` `amex`

Detail and facility information

`numrooms` `photourl` `description` `lifts` `restaurant` `bar` `disabled` `parking` `childrates` `tv` `ensuite` `fax` `computer` `pets` `nonsmoking` `roomservice` `breakfast` `childcare` `attractions`

Admin information
`custype` `date` `ipadd` `username` `password` `renewal`

We wont worry too much about our admin information as that doesn’t really pertain to what we intend to output to our visitors.

Our page is outputed as per the picture below. You will notice that each aspect of our page is labelled with some of the field variables above.

Our page with db variable labels

Our next graphic is similar, but shows the key html tags that we use to display our variables. Ive omitted tags like table and div and and have just shown the key html tags that are used to give our target keywords emphasis. HTML tags such as Hn, blockquotes, P, B, and I can be used to place extra emphasis on certain words or phrases. The short theory is that we send a message to the reader and the bots, that the page is primarily relatedto our most emphasised words and phrases, usually by way of a mix of repetition and placement within our page.

Maximising our data inside key html tags

Outputting our page

To output our page we need to query our databse.

We start our database query and hotel page output by using a variable called $hotelid which we access from the url with a little help from our modrewrite contained within our .htaccess file.

Our query

We are now ready to output our database variables inside our chosen key html tag holders.

Using tags as the html gods intended

The most important aspect of any page is the title tag. (Note the highlighted $trow[ename] variable in the graphic above.)

The title tag frames the page. It is what we see in our web browsers when we open a page up there in the blue bar. We also see it within results appearing in the so called SERPs or search engine results pages. Its our one opportunity to gain the search engine users attention, so its important for it to be as relevant to the content of our page as is humanly possible. We want that click!

Our page itself should be framed like we would any  paper document, logical headings, indentations, lists, bolding, the usual formatting suspects that give form and structure to what we write. The slight difference with electronic documents is that instead of using ink and heavy strokes or typefaces, we are using html tags.

Search engines give weight to different tags dependant upon placement and context. We can help them rank pages or score them, by structuring our content in logical ways. So, a heading would be contained within a H1 tag, a secondary heading a h2 tag a relevant quote or set of words central to our topic might be bolded or quoted using the blockquote tag,or an ordered or unordered list with bulleted points and so on and so forth.*

Writing our content and thinking abouthow our visitors might find us..

As our page progresses, we place secondary emphasis on our locational variables and tie them in with our detail and facility variables. One reason why we do this is because a visitor from say a search engine, might well enter a query “hotel in woolmer that accepts visa cards” or “hotel in Woolmer that has free parking” or “hotel in woolmer close to the train station” etc. By outputting the words on our pages and framing them in certain ways, almost thinking about how our users might use the search engines we target, we can again as result, increase the likelihood of our page being returned, thus gaining traffic and visitors.

To further illustrate this it might be a good idea to look at 2 examples of how good and bad copywriting can make a big difference. Note the subtleties and ask yourself which method you believe would be more conducive to both a user and a search bot..no prizes of course, it really is elementary stuff, but you’d be amazed at how many people miss the whole plot.

• The nearest main line train station to the Hotel Crown INN Woolmer is ChooTown central
• Train station:ChooTown Central

Yep you guessed right, the 1st line would be a whole lot more effective at catching a broader range of queries. Whereas the 2nd line is just too basic. Same info, different style, very different possible returns.
Ive ran out of time to continue right now, but will come back and address things like modrewrite and .htaccess. I’ll also write a little more about some of the thinking behind good navigational structure, as well as a few others that will no doubt, spring to mind whilst i go about my day to day business!

Note:It is folly to confuse page structure with page format. HTML tags can be reformatted in terms of shape size placement and visibilty by using css. Css should not be used to lend the appearance of structure, we should always try and stick with what the w3c have to say on the topic. Besides the benefits that may flow to the aurally or visually impaired, there may also be a slight advantage from a Search engine perspective, as well as a distinctive disadvantage for any perceived abuse.

The psychology of colour

It occured to me that some of the websites I like to read or visit, and some Ive just stumbled upon or viewed out of curiosity have that nice blue, green and white mix going on. I’m turned off by dark stuff, I don’t want to read white text on black, its just not my thing. So why is this? Why do I find one set of colours appealing, yet another so off putting. The web is about information right? I go to pages to learn stuff and connect with ideas and improve my understandings, interact and have a little play. At least thats what I like to think from a logical perspective. Can you believe that in all the years Ive knocked up websites of various types and themes and different business models and purpose, that I never once considered the emotional impact of the colours I used! Not once! I usually sat there and ummed and ah’ed or looked at an existing brochure and just went with a range of options that popped into my head, or varied a theme I’d seen elsewhere and liked.

I guess that’s why Ive always called myself a web developer rather than a designer, I’m more interested in the codey techy widgety bits than any overall appeal to the heart – wow, what a huge ommision. But hey, so what, no big deal, like I said, I’m not a designer – never have been, that just happened to be a label slapped upon me by friends and stuff, my falut of course “What do you Rob?” “Um..I make web pages” ergo Rob, becomes a web designer.

Anyways – that little confession aside, its interesting to read about colours and what they say and how they can influence our readership and message, check out a few of the links, it’ll make for some interesting thoughts and observation.

Here’s what the guys over at infoplease have to say

Blue - The color of the sky and the ocean, blue is one of the most popular colors. It causes the opposite reaction as red. Peaceful, tranquil blue causes the body to produce calming chemicals, so it is often used in bedrooms. Blue can also be cold and depressing. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty. People are more productive in blue rooms. Studies show weightlifters are able to handle heavier weights in blue gyms.

Green - Currently the most popular decorating color, green symbolizes nature. It is the easiest color on the eye and can improve vision. It is a calming, refreshing color. People waiting to appear on TV sit in “green rooms” to relax. Hospitals often use green because it relaxes patients. Brides in the Middle Ages wore green to symbolize fertility. Dark green is masculine, conservative, and implies wealth. However, seamstresses often refuse to use green thread on the eve of a fashion show for fear it will bring bad luck.

The people over at Little Monkey Murals expression a similar variation on this theme

Green - Is the colour of harmony and balance. It is good for tired nerves and it helps with the heart area. It will balance the emotions and bring about a feeling of calmness. Green is a good general healing colour. Green is a restful colour so will aid sleep, it also represents nature, and therefore promotes balance, harmony, peace, hope and stability

Blue – Is the colour of truth, serenity and harmony, by helping to soothe the mind. Blue is good for cooling, calming, reconstructing and protecting. Blue will help feverish conditions, it will help stop bleeding and it will help with nervous irritations. Researchers found that children tested higher on IQ tests in rooms with blue ceilings Blue, if diluted to a lighter hue, can reduce stress and relieve tension. Is a colour of peace, tranquility and wisdom and can generate a sense of well-being. Blue gives the impression of space and coolness and represents serenity and loyalty.

Then there is white of course colour wheel pro has this to say

White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.

White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.

In advertising, white is associated with coolness and cleanliness because it’s the color of snow. You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.

I’m definitely gonna think a little more about this in any future projects, thats for sure.

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