You're now done with CGI script. Save it as "404helper.cgi", without quotes of course. However, there's still work to be done, so take a deep breath and prepare yourself for next challenge.

Editing your custom 404 page and .htaccess file ===============================================

Just having script will not be enough. In order for it to work, it has to be executed when an error is encountered. This is part where SSI's step into picture. Open up your 404 error page in a text editor and add following line into it:

Because script prints out a few rows of HTML after it has been run, best place for that line is at bottom of your 404 error page, but before tag. After everything is safely in place, simply save file, but instead of ending it with usual ".htm" or ".html", use ".shtml". Do not forget to do this, as SSI tag might not work if you fail to use proper extension.

Finally, you will have to edit .htaccess file you created when you built your custom 404 page. If you only have " ErrorDocument 404 http://www.yourdomain.com/404page.html " in it, modify file so that it will contain following:

Options Includes ExecCGI AddType application/x-httpd-cgi .cgi .pl AddType text/html .shtml AddHandler server-parsed .shtml ErrorDocument 404 http://www.yourdomain.com/404page.shtml

The new lines will enable Server Side Includes and CGI so that your script will work. Do not forget to change ErrorDocument 404 line to point to new .shtml page instead of your old .html version. After you are done, save your .htaccess file.

Upload, set permissions and launch! ===================================

Connect to your host with an FTP program and upload .shtml version of your 404 page and your new .htaccess file into your root directory. Then go to directory you've reserved for CGI programs and send 404helper.cgi file there. Make sure that you upload in ASCII, not in Binary mode! I nearly drove myself crazy by accidentally using Binary mode and then trying to figure out why script refused to work.

Everything is now uploaded and all that remains is to set permissions so that CGI program can be executed. You'll need to CHMOD 755 both CGI file and directory where it is in. The steps you need to take in order to accomplish this depend on what software you are using, but here are instructions on how to do so with WS_FTP, a popular Windows FTP program which can be downloaded from Tucows.com.

First, navigate to directory where you've uploaded CGI program. Left-click it once to highlight file, then right- click it. Select "chmod (Unix)" from menu that appears. Give Read, Write and Execute permissions to Owner and Read and Execute permissions to Group and Other. Then go into root directory and repeat same process with folder of directory where you placed CGI program.

That's it. The work is finally done and you can now enjoy luxury of receiving an E-mail report on all 404 errors, allowing you to quickly stomp out any broken links and improve quality of your site. Congratulations!

Make your site permission-based marketing ready. We recommend Seth Godin's "Permission Marketing" book http://www.permission.com/. He champions building a long term-relationship with a customer by asking permission to continue to market to that customer and incorporating value/information in all marcom processes.

Ensure your site is optimized for search engines. Identify eight-12 keywords that people will use to find your site. Incorporate these keywords into your site content (to drive relevancy with search engine spiders/bots) and then manually submit your site to top ten search engines. We don't recommend most of free or $19.99 specials available; yes, all will get your site registered with search engines, but getting listed on page 75 of 350 pages (for example) won't really drive qualified traffic to your site. You need page 1-3 listings on top ten engines to really drive qualified traffic.

Delve into your log server files to uncover "digital tracks" made through your Web site. Your log files are raw files that show how and from where (in most cases) people accessed your Web site, where they went on your site, how long they stayed, etc.

Think global in your overall site design. The greatest Internet growth is occurring outside North America, so it is essential to build a site that can be accessed easily by people around world. What issues do you need to look at? 1) Load times are very important.

2) Develop content that avoids colloquialisms that may not be understood by others who may not speak same language. 3) You may want to make your site's content available in diverse languages (there are a number of emerging applications that will facilitate this process), ensuring your e-commerce capabilities can be utilized by all.