Web Design with

HTML5 &
CSS3
th
8 Edition
Chapter 11
Publish and Promote a
Website
Chapter Objectives
• Describe search engines
• Explain search engine optimization (SEO)
• Create description meta tags
• Describe a domain name
• Describe a top-level domain
• Explain the role of a web hosting service

Chapter 11: Publish and Promote a Website 2

Chapter Objectives
(continued)
• Describe a File Transfer Protocol (FTP) client
• Connect to a remote server
• Publish a website with an FTP client
• Market a website
• Register a URL with a search engine

Chapter 11: Publish and Promote a Website 3

Search Engines
• Search engines are used to find specific
businesses or content on the web
• They are online tools that search for websites
based on keywords entered by a user
• They use robots (also known as bots or spiders),
which are programs that run automated tasks on
the Internet, to traverse the web in search of the
keywords entered by users

Chapter 11: Publish and Promote a Website 4

Search Engines (continued)
• As the robots browse the web, they index and
organize their findings, which are stored in a
database
• The robots view and may store webpage titles,
meta tag keywords and descriptions, and h1 or
other heading element content
• Popular search engines include Google.com,
Bing.com, Ask.com, and Yahoo.com

Chapter 11: Publish and Promote a Website 5

Search Engine Optimization
• Search engine optimization (SEO) is the process
of improving the amount of traffic to a website by
improving the ranking of the site in search engine
results pages (SERPs)
• Rank – It is the position of a webpage link, as
displayed on the SERP
• An impression is created each time a webpage
link appears in a SERP of a related query
• Click-through rate = clicks / impressions
Chapter 11: Publish and Promote a Website 6
Search Engine Optimization
(continued)
• Effective SEO involves key tasks such as:
– Brainstorming key words that describe the business
– Using these keywords within the domain name, page
titles, heading elements, and meta tags
– Researching the competitors and noting their
keywords
– Optimizing images by using keywords within the alt
text of the images as robots cannot read text on the
images
– Tools: Google Search Console
Chapter 11: Publish and Promote a Website 7
Meta Tags
• The meta tag name derives from the word,
metadata, which is information about data
• The statement below declares the character
encoding as UTF-8
<meta charset=”utf-8”>
• The Unicode Transformation Format (UTF) is a
compressed format that allows computers to
display and manipulate text

Chapter 11: Publish and Promote a Website 9

Meta Tags (continued 1)
• Author, description, and keywords for the
webpage are specified through the use of the
name and content attributes
• The name attribute identifies the type of
information in the content attribute
• The content attribute identifies the specific
phrases or words that are required to appear as
metadata

Chapter 11: Publish and Promote a Website 10

Meta Tags (continued 2)
• The following is an example of a description meta
tag:
<meta name="description" content="Forward
Fitness Club is an elite fitness center
dedicated to helping our clients achieve
their fitness and nutrition goals.">
where description is the value for the name
attribute

Chapter 11: Publish and Promote a Website 11

Meta Tags (continued 3)

Chapter 11: Publish and Promote a Website 12

To Add a Description Meta
Tag
to a Webpage

Chapter 11: Publish and Promote a Website 13

To Modify Alt Text on a
Webpage

Chapter 11: Publish and Promote a Website 14

Sample Meta Tags
• <meta charset='UTF-8'>
• <meta name='keywords' content='your, tags'>
• <meta name='description' content='150 words'>
• <meta name='subject' content='your website's subject'>
• <meta name='copyright' content='company name'>
• <meta name='language' content='ES'>
• <meta name='robots' content='index,follow'>
• <meta name='revised' content='Sunday, July 18th, 2010, 5:15 pm'>
• <meta name='author' content='name, email@hotmail.com'>
• <meta name='designer' content=''>
• <meta name='reply-to' content='email@hotmail.com'>
• <meta name='owner' content=''>
• <meta name='url' content='http://www.websiteaddrress.com’>
• …

Chapter 11: Publish and Promote a Website 15

Domain Name
• A domain name is the server name portion of a
URL
• One should select and register a domain name
such that it represents his or her business
• The .com top-level domain (TLD) name is
preferred for businesses
• An open TLD means that any person or entity can
register with the domain name

Chapter 11: Publish and Promote a Website 16

Domain Name (continued 1)
• To determine if the domain name considered is
available, one can start the search at
www.internic.net
• InterNIC is a registered service mark of the U.S.
Department of Commerce
• The InterNIC website is operated by the Internet
Corporation for Assigned Names and Numbers
(ICANN) to provide information to the public
regarding Internet domain name registration
services
Chapter 11: Publish and Promote a Website 17
Domain Name (continued 2)

Chapter 11: Publish and Promote a Website 18

Website Hosting
• Options to find a hosting service are:
– using a company that charges for website hosting
services
– using the Internet service provider (ISP) that is used to
connect to the Internet as a website host
– using virtual web hosting, which is a less expensive
option than ISPs, because payment need not be made
to a dedicated server that hosts only one website
– setting up and maintaining one’s own web server

Chapter 11: Publish and Promote a Website 19

Website Hosting (continued)
• The following questions need to be answered
once a web hosting service is selected:
– What is the total cost?
– How much space is available?
– How fast is the connection speed?
– Is technical support provided?
– Are tracking services provided?
• After a web hosting service is selected, files need
to be transferred to the host’s server
Chapter 11: Publish and Promote a Website 20
Publishing a Website
• When a website is published, the website files are
transferred to a web server
• One way to upload files to a web server is to use a
File Transfer Protocol (FTP) client program
• An FTP client is a software that is used to transfer
files from a computer to a server over the Internet
• Alternative: Web-based UI, sftp

Chapter 11: Publish and Promote a Website 21

FTP Clients
• Like other types of software, some FTP clients are
free and some are for purchase
• FileZilla is a free FTP option, available for
download at filezilla-project.org
• The FileZilla FTP client software is available for
several OS platforms, including Windows, Mac,
and Linux

Chapter 11: Publish and Promote a Website 22

FTP Clients (continued 1)

Chapter 11: Publish and Promote a Website 23

FTP Clients (continued 2)
• An FTP client is required to upload and publish
website files and folders, unless a direct access to
the web hosting server is available
• If there is no preferred FTP client specified, it can
be downloaded

Chapter 11: Publish and Promote a Website 24

Transferring Files
• Pieces of information required to publish a
website are:
– URL or domain name
– FTP username and password
– port number

Chapter 11: Publish and Promote a Website 25

To Start FileZilla and Connect
to a Remote Server
• Before a website can be published, one must use
an FTP client to connect to a remote web server

Chapter 11: Publish and Promote a Website 26

To Upload Folders and Files to
a Remote Server

Chapter 11: Publish and Promote a Website 27

To View and Test a Published
Website
• After successfully publishing a website, view the
website on a browser and test all the links
• The following steps are used to view the
published website in a browser:
– Open a browser and type the website’s URL in the
address bar to display the webpage
– Tap or click the labels in the webpage that contain
links to display the pages and to verify the page
content

Chapter 11: Publish and Promote a Website 28

Marketing a Website
• After testing webpages and correcting any errors,
the last step is to market the website location to
attract visitors
• A website can be promoted and marketed to
reach the targeted audience in the following
ways:
– Add the URL for one’s website to his or her business
cards, company brochures, stationery, and email
signature
– Advertise the URL in newsletters and print articles

Chapter 11: Publish and Promote a Website 29

Marketing a Website
(continued)
– Tell about the website when one meets people
– Find and get listed on targeted directories and search
engines specific to one’s industry
– Buy banner ads
– Negotiate reciprocal links in which one agrees to link
to a website if they agree to link to his or her website
– Use newsgroups specific to one’s industry

Chapter 11: Publish and Promote a Website 30

Registering with Search
Engines
• A website is registered with a search engine after the
meta tags are entered and the website is published
and marketed
• The two most popular search engines are Google and
Yahoo!
• It is also a good idea to register a website with search
engines that specialize in subject matter related to the
website
• Tools: Google Analytics, Google Search Console
(earlier Webmaster)

Chapter 11: Publish and Promote a Website 31

To Validate the HTML Files
• Every time a new webpage is created or modified,
run it through W3C’s validator to check the
document for errors
– www.validator.w3.org
• Validation is an effective troubleshooting tool
during the development process and adds a
valuable level of professionalism to the work done

Chapter 11: Publish and Promote a Website 32

HTML5 &
CSS3
th
8 Edition
Chapter 11 Complete

33