HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 1 of 8

HTML, XHTML, and CSS, 7 th Edition

Special Feature 1: Attracting Visitors to Your Web Site
A Guide to this Instructors Manual:
We have designed this Instructors Manual to supplement and enhance your teaching experience through classroom
activities and a cohesive chapter summary.

This document is organized chronologically, using the same heading in red that you see in the textbook. Under each
heading you will find (in order): Lecture Notes that summarize the section, Figures and Boxes found in the section, if
any, Teacher Tips, Classroom Activities, and Lab Activities. Pay special attention to teaching tips, and activities geared
towards quizzing your students, enhancing their critical thinking skills, and encouraging experimentation within the
software.

In addition to this Instructors Manual, our Instructors Resources CD also contains PowerPoint Presentations, Test
Banks, and other supplements to aid in your teaching experience.

For your students:

Our latest online feature, CourseCasts, is a library of weekly podcasts designed to keep your students up to date with
the latest in technology news. Direct your students to http://coursecasts.course.com, where they can download the
most recent CourseCast onto their mp3 player. Ken Baldauf, host of CourseCasts, is a faculty member of the Florida
State University Computer Science Department where he is responsible for teaching technology classes to thousands of
FSU students each year. Ken is an expert in the latest technology and sorts through and aggregates the most pertinent
news and information for CourseCasts so your students can spend their time enjoying technology, rather than trying to
figure it out. Open or close your lecture with a discussion based on the latest CourseCast.

Table of Contents
Special Feature Objectives 1
HTML 220: Introduction 2
HTML 220: Project Attracting Visitors 2
HTML 221: Plan Ahead Box (Critical Thinking): General Project Guidelines 2
HTML 222: Adding Keywords 2
HTML 226: Determining a Domain Name 4
HTML 227: Finding a Web Hosting Site 4
HTML 227: Publishing Your Web Site 5
HTML 228: Marketing Your Web Site 5
HTML 228: Registering with Search Engines 6
End of Special Feature Material 7
Glossary of Key Terms 8

Special Feature Objectives

Students will have mastered the material in Special Feature One when they can:
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 2 of 8

Add keywords and descriptions to your
Web pages
Find appropriate Web site servers
Determine the availability of a domain
name
Discuss Web page publishing options
Develop a marketing plan to get the word
out about your Web site

HTML 220: Introduction

LECTURE NOTES
Revisit the Oceanside Hotel and Sports Club Web site developed in Chapter 4 before preparing
students to make refinements to it in order to attract visitors
Explain why a Web site is a passive marketing tool

HTML 220: Project Attracting Visitors

LECTURE NOTES
Introduce <meta /> tags and discuss their utility in terms of adding keywords and descriptions to
your Web pages
Review the general tasks to be performed in this special feature
Use Figures 1a and 1b to discuss how to add keywords and descriptions to the meta tags previously
placed on the Web page

FIGURES: 1a, 1b

CLASSROOM ACTIVITIES
1. Class Discussion: Survey students about their experience using meta tags. If they have not used meta
tags, do they recall seeing in search results the Web page descriptions that are a product of meta tags?

HTML 221: Plan Ahead Box (Critical Thinking): General Project Guidelines
LECTURE NOTES
Review the general guidelines for students to keep in mind as they prepare to make their Web page
attractive to visitors
Discuss the significance of the domain name to the marketing of the Web site

CLASSROOM ACTIVITIES
1. Group Activity: Have students identify one or two of their favorite Web sites. What are the keywords
that are the best possible match for the Web site(s) in question?

HTML 222: Adding Keywords

LECTURE NOTES
Review the general steps to add keywords and descriptions to your Web page
Review the steps to open the file, and use Figure 2 to show the resulting file
Discuss the meta tag already inserted into the HTML code used in this text, as shown on page
HTML 224, and discuss the Unicode Transformation Format
Use Table 1 to review the meta names used in this special feature and discuss their functions
Use Figure 3 to illustrate adding keywords, and use Figure 4 to illustrate adding a description,
emphasizing the difference between the two
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 3 of 8

Review the steps to save, validate, and print a document, and use Figure 5 to show the resulting
code

FIGURES: 2, 3, 4, 5

TABLE: 1

BOXES
1. Other Ways. Encourage your students to explore other ways of opening a file.

2. BTW: SEO. Discuss Search Engine Optimization (Optimizer) and encourage students to read more on
the Web about how the process of SEO increases the relevance of pages to specific keywords associated
with those pages.

TEACHER TIPS
Students may be interested to know the origins of search engine optimization. As early as the middle of
the 1990s, as the first search engines were emerging to build a catalog of the Web, content providers
and webmasters began refining their sites to maximize their discovery by those search engines, as they
started to recognize the merit of having their sites highly visible in search engine results. At the very
beginning, a webmaster was required to provide the URL of her Web site to the search engines, which
would then send a spider to "crawl" that page, cull links to other pages from it, and return for indexing
the information found on the page. In order to produce this result, the spider downloaded a page and
stored it on the server belonging to the search engine, where an indexer extracted information from the
page (e.g., the text and links it contained, their location, the weight of certain words) and placed this
information into a schedule for future re-crawling.

Essentially, the optimization of a Web site centers on editing its content and code to both remove
obstacles to indexing performed by search engines and also increase its relevance to specific keywords.
Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing
campaign. SEO work is often incorporated into the Web site development and design phases because as
a result, good SEO practice may well require changes to the site's source code. The term "search engine
friendly" may be used to describe Web site designs, images, videos, shopping carts, menus, content
management systems, and any other elements that have been optimized for the purpose of heightening
their exposure to search engines.

SEO differs from search engine marketing (SEM), in which sites pay to be included in search results. In
the process of improving the quality or volume of traffic to a Web site from search engines via search
results known as SEO, usually, the higher a site appears in the search results list, the more visitors the
search engine will provide. The "Web presence" of a Web site emerges as a direct result from SEO,
insofar as it targets different kinds of search engines/tools, including video search, industry-specific
search engines, image search, and local search. SEO is the process of evaluating how search engines
work and what people search for, in order to build an Internet marketing strategy for the site.

CLASSROOM ACTIVITIES
1. Assign a Project: Ask students to find two Web sites using meta tags. Ask them to analyze the
instances of these meta tags. Are they being used effectively or not?
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 4 of 8

2. Critical Thinking: What kind of sites do not lend themselves to search engine optimization?

3. Quick Quiz:
1)Search engines use descriptions to find your Web pages, while they display keywords next to the
respective Web page URLs. True or false? (Answer: False)

LAB ACTIVITIES
1. Ask students to find an Internet marketing firm that offers search engine optimization as a service,
and have them read about what is included in the service.

HTML 226: Determining a Domain Name

LECTURE NOTES
Define domain name
Introduce the InterNIC Web site and discuss its function in the domain name registration process
Explain ICANN and the Domain Name System (DNS)
Use Figure 6 to illustrate checking domain name availability

FIGURE: 6

BOXES
1. BTW: InterNIC. Refer students to the W3Schools and W3C Web sites to learn more about the
DOCTYPE tag.

CLASSROOM ACTIVITIES
1. Class Discussion: Survey students about any domain names they might have registered for a blog or
other Web site.

2. Critical Thinking: Cybersquatting is defined as the registration of, trafficking in, or use of a domain
name with bad faith intent to profit from the goodwill of a trademark belonging to someone else. Once
a cybersquatter has acquired a domain, he or she then offers to sell the domain to the person or
company who owns a trademark contained within the name at an inflated price. The side of the issue
that is unfriendly to the trademark owners is clear; on the other side of the issue, some posit that the
practice is consistent with the free market ethos of capitalism. Invite students to debate cybersquatting
as a class.

3. Quick Quiz:
1)What is a domain name? (Answer: The server name portion of the URL)

LAB ACTIVITIES
1. Invite students to use a domain registration service (e.g., GoDaddy.com) to learn more about finding
out what domain names are available and purchasing them.

HTML 227: Finding a Web Hosting Site

LECTURE NOTES
Discuss the function of hosting services in the Web site publishing process
Discuss the relative merits of dedicated Web hosting and virtual Web hosting
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 5 of 8

Review the checklist of considerations with regard to using an ISP or a Web hosting service for a
new Web site

BOXES
1. BTW: Web Site Hosting. In conjunction with the Assign a Project activity listed below, encourage
students to find Web site hosting services in your local area.

TEACHER TIP
As students know from the text, virtual Web hosting is a method for hosting more than one domain
name on a computer using a single IP address, which enables a single machine to share its memory and
processing resources in order to use its resources more efficiently. For obvious reasons, because many
customers can be hosted on a single server, shared Web hosting prices are lower than those of dedicated
Web servers. Virtual Web hosting is often used on a large scale in companies whose business model is to
provide low cost Web site hosting for customers. In addition, many businesses utilize virtual servers for
internal purposes (e.g., to keep several separate Web sites like an internal intranet, a customer extranet,
an employee extranet, and/or intranets for different departments). Barring any security concerns in the
architectures of these respective Web sites, they can be hosted on a single server using virtual hosting
technology, reducing how many separate servers are required to support the business while also
reducing administrative and management overhead.

CLASSROOM ACTIVITIES
1. Assign a Project: Encourage students to search the Web for two or three hosting services available in
your local area. They should prepare a brief summary of the features offered by each service as well as
the costs of each.

HTML 227: Publishing Your Web Site

LECTURE NOTES
Define what is meant by publishing in terms of Web sites
Use Figure 7 to review the use of a File Transfer Protocol (FTP) program to publish files, and refer
students to Appendix E for more information on FTP programs

FIGURE: 7

CLASSROOM ACTIVITIES
1. Quick Quiz:
1)What does it mean to publish your Web site? (Answer: To transfer your files to the Web server)

HTML 228: Marketing Your Web Site

LECTURE NOTES
Review the suggestions for starting a marketing plan for your Web site

TEACHER TIPS
One of the marketing strategies listed in the text is the purchase of banner ads. In buying and placing
banner ads, marketers of Web sites generally hope the banner ad will do one of two things. Ideally, a
visitor to the Web site that posts the banner ad will click on the banner ad and go to the marketer's
Web site, which brings the marketer a visitor it would not have had otherwise (the best-case scenario,
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 6 of 8

of course, is if the visitor not only comes to the site but also buys something). Absent this actual click-
through, marketers hope that site visitors will see the banner ad and will somehow register it in their
heads, either consciously noting the content of a banner ad and deciding to visit the marketer's site at
some time in the future, or noticing the ad only peripherally but being made aware of the marketer's
product or service, in a phenomenon called branding.

There are several measures on which a banner ad can be successful, including:

Page views: (or page impressions) This is the number of times a particular Web page on which a
banner ad appears has been requested from the server. Advertisers are interested in page views because
they indicate the number of visitors who could have seen the banner ad. Page views are unable to
measure the effectiveness of a branding campaign, but they do measure how many visitors were
exposed to it. The most common way to sell banner ad space is cost per thousand impressions.

Click-through rate (CTR): This describes the ratio of page views to clicks. It is expressed as the
percentage of total visitors to a particular page who actually clicked on the banner ad. The typical click-
through-rate is something under 1 percent; click-through rates significantly higher than that are very
rare.

Click-throughs: This number is a measure of the number of visitors who click on the banner ad, which
in turn links to the advertiser's Web site. Sites often sell banner ad space on a cost-per-click (CPC) basis.

Different advertisers value some measures more than others, but most advertisers weigh all of these
items when judging the effectiveness of a banner ad in advertising their Web site.

CLASSROOM ACTIVITIES
1. Assign a Project: Services are available on the Web for designing banner ads for Web sites. Encourage
students to find one of these and learn more about the service.

2. Quick Quiz:
1)What is a reciprocal link? (Answer: A link you agree to place on your Web site in exchange for
that site's owner placing a link to your site on his or her site)

HTML 228: Registering with Search Engines

LECTURE NOTES
Discuss the importance of registering a Web site with Google and Yahoo!, as well as with any search
engines that specialize in a subject area of relevance to your Web site
Use Figures 8 and 9 to illustrate registering your Web site with search engines

FIGURES: 8, 9

TEACHER TIP
Because of everyone's high level of use of Google for searching, students may be unaware of the vast
number of other search engines that exist and specialize in particular areas and subjects. Invite students
to use their favorite search engine to search on the keywords "subject-specific search engines," and to
explore the results.
HTML, XHTML, and CSS, 7th Edition Instructors Manual Page 7 of 8

BOXES
1. BTW: Search Engines. Discuss the process of registering sites with the major search engines and why
this is important.

End of Special Feature Material

Feature Summary provides a general survey of the material in the special feature. Students can use
these pages to reinforce their achievement of the special feature objectives.

The In the Lab activities solidify the concepts presented in the special feature with practical
application.
Glossary of Key
Terms
domain name
(HTML
226)
publishing
(HTML
227)

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