Technical Aspects of Web Design

The quality of a website application reflects not only what is seen by the user (the front-end) but also the technical processes responsible for the functioning of a website (the back-end). HTML represents a language that is used to specify the structure and form of information on a website. The important aspect of HTML is that all the changes made in the code are subsequently interpreted by a browser and displayed on the user’s screen. Nowadays, websites can be viewed on a variety of portable devices with different levels of Internet access which may affect the ways information is represented. In addition, automatic personalization may alter the website features according to user preferences. Moreover, technical aspects such as the structure of the HTML code, loading speed or the use of keywords contribute to the visibility of the website and its placement in the search results displayed by search engines. In this chapter, we demonstrate the impacts of keyword and traffic analysis using a dataset about website traffic prior and after a search engine optimization. The effects of automatic personalization of the website features are assessed by comparing the user behavior and revenues generated by tailored and non-tailored content.

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