Web Presence Layers

The seven layers of the OSI model do a great job of explaining how network connectivity works and for the network engineers of the world it forms the background of their world.

For small business, who have a web presence (and you do have a web presence, don't you), there is another model that matters. Having not seen anyone define this model elsewhere (I am sure I will get corrected if I missed an existing model), I am going to call it the Web Presence Layers model ("WPL").

This model is made up of:

• Domain - The name you use on the web for websites, emails, etc (i.e. companyname.com) that you register with domain registrars like TechnologyPlumbing favorite 1and1.com

• Hosting - The place your website resides, either at a third party provider or internally on your own servers. Please don't host this yourself, unless you are in the business of hosting websites, as you have a business to run.
  

• Design - The templates, style sheets, etc. that make up the look and feel of your web site. Tools like Dreamweaver make this kind of work manageable, or you can find many talented professionals to do this kind of work for you on a one-time or out-sourced basis.

• Content - The static, dynamic and e-commerce content used on your website, along with any content management system you might utilize.
  

• Monitoring & Tools - The tools and services used to ensure your site is up and functional. This includes tools like website monitors (see yesterday's posting for details on services like Dotcom-Monitor), link validators, search engine optimization (SEO), and payment services like PayPal
  

• Social Networking - Your presence on Twitter, Facebook and other social networks designed to enhance your web presence and drive users to your web site.
  

Understanding this model and mastering its layers is the key to having a successful presence on the web. We will continue to offer ways to understand and use these layers either on your own or by partnering with your technology provider of choice.