Consisting of more than 430 member organizations worldwide, the W3C is committed to developing the Web to its full potential by making technical recommendations and, in the process, by developing protocols with the aim of producing a common, functional infrastructure for true interoperability across all facets of the Web. A collaborative effort, the W3C is hosted by MIT/LCS (Massachusetts Institute of Technology Laboratory for Computer Science), ERCIM (European Research Consortium in Informatics and Mathematics), and Keio University, Japan. In addition to these, other support organizations including CERN (European Organization for Nuclear Research) and DARPA (U.S. Defense Advanced Research Project Agency) contribute to the hosting and support of W3C.

Visit the W3C on the Web at http://www.w3c.org. In addition to current news updates on developing projects, you can view a complete background of the organization, links to member organizations, and fascinating historical archives and documents related to the Web’s history and evolution. Check it out!

Is basic html an outdated technology?
So why should you care about the W3C and its activities? Well, most importantly, you should realize that the basic HTML that is described and illustrated in this book is a somewhat old technology.

One of the best investments in your SEO time is targeting the proper keywords for the type of people you want visiting your site. By explicitly choosing and targeting keywords on your site, you can maximize your site placement (and even page placement) on the search results list.

While it is most important to target the proper keywords for your main page, it is also very useful to per- form the same targeting functions on your most important articles. Each page that ranks highly on the search engine will increase the amount of traffic on your site, as well as the likelihood the visitor will look at other content on your site. It is essential that you get the visitors “in the door.”

Creating a Keyword Starter List
To obtain good ranking on the search engines, you need to know what popular keywords relate to the topic area of your Web site. For example, if your Web site focuses on personal improvement, do people enter “personal improvement” into the search engines when they are looking for your type of site? Or, do they instead look for “self help,” “self improvement,” or “life coaching”? Until you know this information, your site placement will depend more on luck than anything else.

Imitation is said to be the sincerest form of flattery, but it is often also the best method of site promotion. To determine how your page can achieve the highest ranking on the sweet-spot keywords, you will need to look at the HTML source code of the pages to see what the others are doing.

 Search on one of your keywords, and click on the top site for that search. Select the View Source command in your Web browser, and a window should be displayed showing the HTML of the page. When I executed the View Source command against this page, the source code appeared.

The native View Source command in Internet Explorer launches the HTML code in Notepad. You can find instructions for changing this selection on the Web (you have to edit the registry). Alternately, if you haven’t looked at the Mozilla Firefox browser already, it has an excellent HTML source parser built in. In Firefox, the View Source command opens a window that shows the HTML color formatted for easy reading. It makes examining HTML code painless.

Ajax (also known as Asynchronous JavaScript and XML) is the incredible conjunction of Web technologies allowing a site to provide interactivity that compares with many desktop applications. Ajax allows a Web application to provide updates and interactivity on a Web page without refreshing the entire Web page. That can make a site far more dynamic and responsive.

The problem with Ajax is that the Ajax system is literally invisible to search engines. Ajax technology relies on a browser to execute JavaScript code to retrieve additional information from the Web server and display it in the browser window — most often in a pop-up window. Search engine spiders will not execute any client-side code. That means that the content displayed by the Ajax technology is not seen by search engines.

Presently, there is no ideal way to adopt Ajax and yet continue to obtain good search engine placement. Web designers that adopt Ajax have the following options to ensure continued good placement:

The developers of Joomla are aware of the importance of good Web site ranking. They have provided a number of options for a Joomla site to make itself as SEF as possible. By spending a little time with configuration settings and a little due diligence when posting new content, you can use the Joomla features to increase the opportunities of your site and to obtain high placement on the search sites.

With the adjustment of only a few global options, Joomla implements the changes for all the rendered con- tent pages. As usual, implementing these features in Joomla requires only a few clicks in the Administrator interface.