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2 

Presentation languages:

    Cascading Style Sheets (CSS) (www.w3.org/TR/css21)

3 

Object models:

    The Document Object Model (DOM), which describes the structural relationship 

between objects within an HTML or XML document enabling them to be accessed 

and updated, for example for form validation www.w3.org/DOM/DOMTR#dom2.

4 

Scripting languages:

    ECMA Script (the standard to which JavaScript has evolved) which is used for form 

validation, for example www.ecma-international.org/publications/standards/Ecma-

262.htm.

5 

Plug-in technology for rich Internet applications:

● 

Adobe Flash and Shockwave (a proprietary standard) for building interactive 

applications and displaying video http://en.wikipedia.org/wiki/Macromedia_Flash.

● 

Adobe Acrobat (www.adobe.com/acrobat), the de facto document display 

standard.

● 

Adobe Flex (www.adobe.com/products/flex) and Microsoft Silverlight (www.

microsoft.com/Silverlight/) for building rich internet applications (RIA).

● 

Streaming media (proprietary standards for audio and video such as Real 

Networks.rm and Microsoft.wma).

● 

Java for rich Internet applications (www.java.com).

6 

Ajax:

    Ajax is based on other standards, notably JavaScript and XML supported by the 

DOM and CSS. A key feature of Ajax is that the XMLHttpRequest object is used to 

exchange data asynchronously with the web server without requiring new browser 

page loads. http://en.wikipedia.org/wiki/AJAX.

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Chapter 12  Digital business service implementation and optimisation

It is also important that staff creating and reviewing content are aware of these factors 

and can then modify the way their site is described through the content management sys-

tem. So SEO mark-up needs to be part of a page creation and review process.