In a basis of the reasonings that it is possible to learn about a life of this or that company, the expert or the simple person on the basis of the information which is placed on the Internet, I used two suppositions. The first, any activity of the person has the informational map which can be fixed somewhere. And the second, the Internet represents the global informational field in which the majority of events of our life has map that it is possible to learn and analyze. In any measure the wide-area network is a mirror of our life, but not simple, but having effect of memory, and sometimes very part.

For today lack a web of a site already became "bad form". And as the site, represents some our informational submission about characteristic activity and a life on the basis of the analysis of its content and a construction it is possible to formulate some suppositions about processes happening inside of the company or group of the companies.

The last thesis especially concerns to group of the companies having holding structure. On the other hand functionality of a site can be for map of its rationes with clients and partners.

Not without reason I in title of paper used the term « representation on the Internet », instead of « on the basis of a web of a site ». In case of if we try to spend the competent analysis, we in any way cannot assimilate to hero Gaydar who « has made revolution by detonation of a bomb » («Bumbarash»). For us all spectrum of rationes of plant and a global web will be important. That is availability of sites, representation in portal solutions (directories, ratings, competitions and so forth), a response on exterior action (for example, in specialized conferences). Purely population of the enumerated actions with possible extensions I also name representation in the Internet.

So. Us the state of affairs in a certain company interests. And we wish to make preliminary audit (not plunging in clerical work, the analysis business of processes, setting business of the registration and book keeping), using for this purpose only a web the Internet. We include a computer and we start the program the Internet a browser.

Unfortunately, mea culpa, it will not be possible to me, to describe completely the analysis, not using specialized knowledge, both of programming, and of the system of a global web. But I shall try, to explain, that all the same disappears under program specificity and if you will not understand something I hope that forgive my boreness.

In an address bar of a browser it is gathered « company name.com ». Also what we see? Our analysis we shall start from this first step, namely « company name.com ». In this case the word, standing up for a point means "commercial". Not always for «.com» the main site of the company can disappear. As still there are domains (words standing up for a point) a meaning state or branch membership. For example, «.ru» - Russia, «.tw» - Taiwan, «.info» - informational, «.biz» - business and so on. Thus, the principal site can disappear behind the title of the domain personifying the state where the head office of the company is arranged. But, as a rule, transnational structures have common domains of type «.com», «.net», «.info» and so on, meaning some professional membership of activity of the company and the mirrors relating activity of the company in this or that state (sony.ru, hp.ru and so on).

For us it is important, « that the title of a site was the domain of the second level », that is had obviously commercial a basis. As a rule, titles of sites of type « company name.domain.com » is the domain of the third level and it is arranged frequently on conditions of a free hosting (a hosting - the arrangement of a site in a web). It can be estimated as disrespect for the visitors or surplus thrift. What should be a financial position of the company at which she does not presume to herself the commercial arrangement of a site in a web (the hosting - for the sum of the order of 100 dollars of year)?! Problems of personnel selection here can disappear. I already wrote what not to be mandatory to all people programmers, to make a worthy site. A problem in engaging appropriate experts which can competently consult and create a worthy resource. My son, not the big expert on the Internet, at that, when sees the domain of the third level on advertising of any company, maliciously notices personnel snobbery of the company …

Unfortunately, filing of the trademark is not linked in any way to filing a domain name. Therefore, at the beginning of becoming the Internet, many known titles of the companies have appeared in possession at all these companies. Accordingly it is not necessary to be surprised especially, having seen, that behind a title of the domain identical to a title of the studied company something disappears other. On the other hand the title of the domain is plant of a proprietary interest. Accordingly the company can redeem a characteristic title for other persons (or to receive it in the possession through court). On this factor the whole system of business on the Internet is constructed. Naturally, costs of titles can be significant. But besides, it, in my opinion, matter of cleanliness of the company - to have an own domain name. Violation of it corrected it is possible to estimate, as not ability of the company to defend characteristic interests.

Following pitch we can check up availability of sites in various locales. Especially it concerns the companies having the representations in the different countries. That is in an address bar it is necessary to gather « company name.state ». Naturally, as language of a site in the given context should correspond to the selected locale. Lack of that resource or other content can be estimated as weak interest to activity of the company in the given locale, at declaring transnational interests.

Often under such addresses of sites happens activity of affiliated companies or partners is presented. Here we steal up to following performance, namely design of the interface. In an ideal if the company has the centralized informational politics the design of such resources should be identical. Lack of uniform style of submission of the information can mean weak connections of headquarters plant and its regional representations or affiliated companies. The carrying on world companies adhere to the given rule. It is largely defined by informational politics of the company, its availability, first of all, and also a coherence.

The following moment in our analysis will concern the interface. This optimal relation between pretentiousness of design and a velocity of loading of a resource. As soon as we have pressed button " Enter " it is visually possible to evaluate a velocity of loading of a site. Usage of process engineerings allowing to use a various aspect animation, video and a sound largely decelerate loading a site and create the big traffic. That to me as to the user it is not so pleasant, as the traffic is paid by me, and art creativity a web of wizards me interest a little. Me the detailed and clear information interests, first of all. Certainly, an ideal resource is the site without any graphics beauty (one greater html-page), but such resources are boring. Therefore, the optimal relation between submission of the information, and also its design should be observed. That " sheeps were whole also wolves full ", switches of a choice of a condition of map of the information (for example to not use animation to use the conditions adapted for transportable systems, the version for printing and so forth) are frequently used a various sort. Availability of such switches it is possible to estimate as « greater love » the companies to the users and clients. I receive the information in that aspect in what I would like it to receive. Moreover, such approach confirms serious program development in which there is a separation on two system essences. Namely on submission of the information and its storage.

Otherwise I seldom wait the terminations of loading of a site. And if he is not optimized with usage of the above described process engineerings I close the program a browser. And safely I conclude, that in the company there is a big rupture between a manual and IT subdividings (or they generally I am absent). Therefore, it is possible to assume availability of problems directed by and the organizations of the registration. Especially administrative as book keeping is regulated by the legislation.

The sore point in construction of sites is navigating, in particular for greater in informational sense of resources. I, as well as the majority of people, am lazy at heart and I wish as soon as possible and to receive a smaller amount of pressing of "mouse" the information necessary for me. But it not always probably to reach. In any case I use navigating. I would divide system of navigating into some types, and depending on used type would do outputs.

The entangled navigating on all site with powerful system of searching in case of portal solutions. Sometimes to solve univalently problem of building of the unified codifier. And sometimes she at all has no solution. It happens in case of if the resource is oriented on various on qualification and a level of professionalism of experts. The powerful system of searching on a site is in that case necessary. Otherwise it is possible to consider a resource narrowly professionally oriented. I am usual in such cases at once I use searching and here the most interesting starts. The important problem consists in the following, and how much fast I discover answers to the problems. The matter is that frequently behind bad system of searching informational inconsistency hides. It as on Vonnegut in « Sirens of the titan ». It is necessary to construct high a staff an apartment of the company with set of floors and offices that no commissions have reached a true state of affairs in the company. Such it is possible and in case of "obsolescence" of a resource. That is the site formed by a principle « dwellings a raven », has once created something idle time, and then something added and updated. Thus experts who performed these jobs, periodically abandoned the company. The engineering specifications was not led, or led very badly. And the outcome is available. Accordingly it is possible to assume availability in the company of problems as with frames, so with control of projects as a whole. Following phylum of navigating.

The entangled navigating on all site with bad system of searching. Such outcome is a corollary of constant escalating of an informational resource « emanating only from intrinsic needs of firm ». The matter is that the narrow circle of intrinsic users step-by-step gets used to the developed circuit (a club principle). And if not the ideology of a resource on dilating of an audience constant escalating is a normal appearance inside of the company varies. However it testifies to lack of a feedback with new and perspective market segments. The resource is made « only for itself » that is that there was enough company management, instead of by no means for progression of business of the company. Therefore, it is possible to speak about some stagnation of development of the company in the field of information technologies that can suggest about common stagnation of business.

The entangled navigating in connection with a site. Happens so, that what that the information on a site well is, and any is not present. Such approach is used to hide the mandatory information to the publication. Why to not dress under a dress coat a holey oil beetle? All the same anybody except for the wife will not see. Therefore, it is necessary to pay attention, and what « holey oil beetle » the company tries to hide. Very interesting occupation. And further searching of this information with usage already systems of searching. And if these sections are not, obviously the company tries something to mask under these publications. There is one more cause of this appearance. It is possible and at change of a manual by the project of development of a resource. The new priest and new arrival, and church that old. Not wishing to change already settled circuits and to investigate into an essence of a problem deckhouses are simply done. Thus, if to hide there is nothing, it is necessary to pay attention to how different deckhouses are frequent and how much deep. It can be a signal of unstable personnel selection inside of the company or lack of investments into innovative process engineerings (a principle of a children's fairy tale - « and so will descend »).

Simple navigating with powerful system of searching. The resource is oriented on the future, almost napoleonic schedules. It is necessary to look narrowly closely and as they will be realized. That is to estimate, and how much global projects on a shoulder of the company and, accordingly, a degree of its reliance of the future. Generally the concept « simple navigating » dearly costs. It means, first of all, an openness of the company, reasonableness and structuredness of information flows (really effective informational politics), constant searching in sense of usage of program process engineerings.

Simple navigating with bad system of searching. A traditional solution for small sites on informational size (the plane interface). In this case not too it is possible to make inferences much. As, for example, that it is possible to tell under the card. However if there is an attempt on it to construct business, it is necessary to concern to the semantic content closely. As absolutely fair game rules in business are possible not. Or the ideology of the corporation of an ephemeral is easier.

The following parsed characteristics will be an amount of the text on one web page. It can characterize the attitude of the company to business as a whole. Mahlo of the text - could not employees of the company be told about the business, or they do not know it, that it is possible to tell, and that are not present. Therefore, there is no the informational politics described by me in paper « the Informational politics ». Very much greater treatises, confusion and lack of systematization it is possible to estimate as attempt « to obscure brains », and to give away theoretical surveys for a real. Also large scale arrays of the actual information concentrated in one page, can mean lack of informational politics. That is, there are no qualifiers and the codifiers corresponding frame of business. The by itself problem arises, and whether there is for the company generally this comprehension of frame of business? The Optimal ratio are 1-2 pages on one section a web of a site. In case of if monograms or scientific articles are used, it is possible to divide one greater page on small on informational size.

Lack of a reality in the text, especially in the sections devoted tariff, price or other cost politicians of company, can mean as that their lack. That is the price for the goods or service is formed by a principle « looking in an eye of the client » to estimate, how much that is ready to pay. In such foreshortening the principle of a transparency of activity of the company also is infringed. There is still a cause of this appearance. It is informational breakage inside of the company between subdividings. In any case, the tariff politics exists always. But here its precise statement, has put sometimes not prime.

The following parsed aspect is a progression of a site on the Internet. Actually it means, as in due course increases an amount of visitors of a resource, and what tools for this purpose are used. Lack of purposeful politics of progression of presence of the company in a web can mean that fact, that the company or very much would like to mask any aspects of the activity, or she does not perceive what is it such. We see, how legal rules concerning politics of a transparency of activity of the companies in due course vary. And already mandatory the availability and the publication of the information both on characteristic sites, and on specialized resources of the state frames becomes for many firms. Thus, attempts « hardly up to zero » in the near future will level traffic are doomed to success.

There is two direction of progression of a site on the Internet - retrieval traffic (high position of a site at specialized inquiries in retrieval systems) and the traffic constructed on the basis of banners (advertising reports). The retrieval traffic is more hardy, more democratic and unostentatious, but thus to more labour-consuming unlike more dear and fast banner. It is necessary to mean, that the retrieval traffic is more correct from the point of view of deprecication business of transactions. And that is why.

Banner systems and informational violence. At a great many of banners on a site it is already possible to speak about informational violence. Really, you force to read and look the information with which you would not like to get acquainted. Thus, it is possible to speak about elementary disrespect for visitors of a resource simply. But there is deeper cause. Namely thirst of fast success, or perhaps uncertainty in business. Whether but for the sake of it I visit a resource, in particular subject. I, for example, at a great many of blinking pictures simply occlude a browser. And as the fact, cost of the information for me increases, though there is a general tendency of deprecication business of transactions.

Usage of metatags. This actually semantic exposition of page which the user directly does not see (but if to look a code all becomes obvious). This information means for retrieval systems much. On the other hand, the regularity of metatags can characterize laconicalness of exposition and, the most important comprehension, business. « The short the sister of talent ». The first, that I study in a site, these are metatags. If it not the trademark known all over the world metatags will suggest the attitude of the company to characteristic business, and at the same time will demonstrate level IT in the company. If metatags are issued carelessly, it directs at sad speculations about incompetence of experts of the company, or about complete confusion in matters of the company.

Simplicity a determination by inquiry about retrieval systems or relevance of searching means correspondence to your retrieval waitings of the discovered answers. If you search for a kitchen combine, and discover a site with the obscene content the causes can be a little. Is irregular formulated inquiry that is rather probable (at retrieval algorithms used today it is necessary to know how to formulate retrieval string). The following on a degree of probability goes irregular somewhat job of the retrieval system. But almost all world retrieval systems are constructed on the basis of linear algorithms and therefore it is improbable. The neglect relevance of searching by the sire of kitchen combines has allowed to take its place to unfair participants of a web. It is possible to speak about fraud, but at purposeful job swindlers will be pushed aside back. And more, if we shall not allow swindlers to borrow our niches in the informational market they will not borrow it.

Index of citing and its dynamics. Actually the index of citing defines a degree of popularity of a resource (in the beginning of paper I about it wrote, referring on scientific system of definition of a demand of ideas). Algorithms of their accounts exists much, that defines various aspects of exposition of life of a resource in a web. For us dynamics of indexes of citing will be important only. It is difficult to tell what index of citing better. Important that they variated only in a positive leg in time as at modifications of the interface of a site indexes of citing can sharply decrease. The main thing is their further body height that confirms development of a resource (and perhaps development of business as a whole if « it is permanently quoted, therefore, it is demanded »). To system of indexes of citing it is possible to add still positioning of a resource on branch portals. The determination right at the end of the list of branch resources, can signal about stagnation of business in the company (lack of competition in which not the last role is played with an informational component). In struggle for the client, important informational field around of the company, its production and skill is correct from the point of view of the client to describe comprehension of business (a principle of correspondence business of answers business to inquiries).

It is necessary to discuss the last two aspects bound to development and life the Internet of the project. Namely informational dynamics and innovation of design of the interface.

So, periodic innovation of the information. The extremely painful problem in case of lack of precisely formulated informational politics. To visit for a long time "refrigerated" sites it is extremely uninteresting. Accordingly, the target audience can be reduced instead of increasing (than not the good supposition about stagnation of business?). It does not concern those sites or sections on which fundamental scientific jobs (though are presented and in this case there can be some dynamism in the form of arguings). On the other hand it is permanently and very fast varying content also can guard, as attempt to realize in life a principle of " the collecting of tops » instead of educing business in depth. But this factor, that is violation of balanced dynamics of informational development can signal about one trouble of the company. Namely about availability of problems in systems of document circulation and the organization of clerical work.

Innovation of the interface. Last rather a question at issue. How much pictures, whether are necessary a flush animation, usage of various scripts. It seems to me, the balance between art and the content of a resource here is important. The sun shines for all differently. Therefore, the resource should be oriented, first of all, on that audience for which he is designed and for the purposes which thus are pursued.

Last modified: 09.05.2005
Translation by computer