http 'get' communication

'The Internet

Server returns page requested -►

Server running web server software

Client PC running web browser

Server returns page requested -►

Server running web server software

'The Internet

Transaction log file

HTML and graphics files

Database and applications servers

Figure 1.14 Information exchange between a web browser and a web server


Content is the design, text and graphical information that forms a web page. Good content is the key to attracting customers to a web site and retaining their interest or achieving repeat visits.

HTML (Hypertext Markup Language)

A standard format used to define the text and layout of web pages. HTML files usually have the extension .HTML or .HTM.

Web page standards

The information, graphics and interactive elements that make up the web pages of a site are collectively referred to as content. Different standards exist for text, graphics and multimedia. The saying 'content is king' is still applied to the World Wide Web, since the content quality will determine the experience of the customer and whether they will return to that web site in the future.

Text information - HTML (Hypertext Markup Language)

Web page text has many of the formatting options available in a word processor. These include applying fonts, emphasis (bold, italic, underline) and placing information in tables. Formatting is possible since the web browser applies these formats according to instructions that are contained in the file that makes up the web page. This is usually written in HTML or Hypertext Markup Language. HTML is an international standard established by the World Wide Web Consortium (published at and intended to ensure that any web page written according to the definitions in the standard will appear the same in any web browser.

A simple example of HTML is given for a simplified home page for a B2B company in Figure 1.15. The HTML code used to construct pages has codes or instruction tags such as <TITLE> to indicate to the browser what is displayed. The <TITLE> tag indicates what appears at the top of the web browser window. Each starting tag has a corresponding end tag, usually marked by a '/', for example <B>plastics</B> to embolden 'plastics'.

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