Well…, yes, that is right. Easy because services exists that create usable websites using templates and wizards friendly enough for the Internet illiterate.  And free – or at least it’s free in the sense of approaching zero initial software cost. But, in order for your website to grow, you’re going to need that technical knowledge, HTML, to keep your content publishing costs under control.

How amazing it is that we can create and globally distribute content, on zillions of Web pages, to inform and entertain ourselves without moving physical stuff anywhere! The Web page is irrevocably becoming the World’s most common form of communication. It’s the lowest cost replacement for articles, pamphlets, brochures, manuals, directories, flyers, commercials, letters, announcements—almost any kind of document you can think of. The Web does this instantly, adding interactivity, links and searching as a bonus!!

But here’s the problem: By doing so much for so many, the Web has become irreducibly complex. It’s also rapidly evolving. The learning curve never gets any less steep and climbing it is not easy. There just is so much to know about and we all know that even just knowing about what to know ain’t easy.

Content Is Kingdom

For many small website owners, creating and maintaining their own content is paramount. So Web editing tools are the keys to the content kingdom. There are two choices: using a wysiwyg editor on a local PC, downloading and uploading files; or using a Web-based editor to edit content directly on a webserver. The former approch allows you to create Web pages rich in structure and interactivity. The latter is easier by far and can be done anywhere you browse the Web. Unfortunately Web-based wysiwyg editors are rather puny and often frustrating to use when the content has any structure or is already marked up with HTML from another source like Microsoft Word. Knowing HTML helps you avoid many of problems and resolve others before they frustrate, no matter which editing method is used.

When Tim Berners-Lee invented the Web about twenty years ago, he thought that most HTML would be written by software programs. How did that work out? You might ask. Not very well, actually. One of the Web’s great strengths – a dictate that browsers must gracefully tolerate crappy code – is also a weakness. The early browsers; Mosaic, Netscape, AOL and Internet Explorer, went to war competing for market share by introducing new elements into the HTML language. The people writing wysiwyg editors couldn’t keep up with the rapid pace of HTML development, delivering mediocre products that generated bad code, while competition among Web designers to create unique and compelling pages encouraged  advanced HTML techniques beyond the capabilities of the wysiwyg editors.

The Rise Of The Robots

It’s 2009 and although they look much like their counterparts of a dozen years ago, Web pages are coded quite differently in this century. For one thing, good cross-browser support for Cascading Style Sheets (CSS) make it possible to code Web pages with far less HTML markup. Also, a large proportion of Web pages are dynamically generated using HTML templates. These templates are bits of code that may be reused millions of times a day so there’s high value in using the cleanest, leanest HTML markup possible.

By far the biggest change is the rise of search technologies and the role that today’s search platforms: Google, Yahoo, Bing and others, play in our experience of the Web. A modern Website seeks to increase its find-ability and raise its search engine ranking. These requirements has spawned a new business practice called Search Engine Optimization (SEO). Companies providing SEO services specialize in writing HTML that’s very easy for the search engines’ automated scripts (the robots) to understand.

This is Web 2.0, where websites continually exchange information with other websites and where what other websites “know” and “think” about your website can be as important as your site’s content. Knowing the basics of HTML, how it works to add semantic information to page elements and how that information is gathered and used by robots will give you an edge in meeting your online goals.

In the 1980s, when I worked at the CBS News Election and Survey Unit, there was an A.P. ticker near my desk. At the time, the A.P. had the contract to collect election results from their county reporting points, summarize those results and provide them by teletype to members and subscribers. Most of the time, however, it carried the feed of breaking news and followup stories. Postings were not signed, they just had an originating station but, after watching for a while, the personalities of different stations around the World emerged. Mistakes were common and pranks were occasionally pulled. In today’s parlance, this was a very successful social media network with many of the characteristics found in today’s Internet mix of chatting, tweeting and blogging. It just wasn’t free and it wasn’t open. It was built on expensive phone lines leased from Ma Bell and you had to be an accredited member to post stories.

The A.P. has a great heritage that goes back many decades before my encounter at CBS. I have a novel that I bought at The Strand Bookstore on my first visit there upon moving to NYC after collage:  Informed Sources (Day East Received) by Willard S. Bain. The novel is a visual work in teletype-ese, printed in an ALL-CAPS typewriter font. Written in 1967, it was given away for free in mimeograph format by The Communication Company, an underground press, before being published by Doubleday and Company in this softcover edition that I’ll have to stop reading soon if I want to finish this post.

Informed Sources tells the story of a terrorist plot coinciding with the reported death of a pop culture idol from the perspective of the station staffers at Informed Sources (IS), an A.P. like network:

INFORMED SOURCES BULLETIN
    BERKELEY, NOW (IS) -- A PLAN TO BLOW UP GOLDEN
GATE BRIDGE IN HONOR OF ROBIN THE COCK, WHOSE
ALLEGED LIFE REPORTEDLY HAS ENDED IN RUMORED
DEATH, WAS ABANDONED TODAY.
                                          VC807PPS

Except that this is 1967 and everyone is more or less stoned. Yet, here too, you can hear voices like those of today’s Internet. Take this quote from the beginning:

BOSTON, NOW (IS) -- WHAT'S HAPPENING?
     IN SCORES OF SCATTERED BASEMENT BASES ACROSS
THE LAND THE QUESTION GATHERED ITSELF AND THEN
HOVERED IN THE ANSWERING ECHO.
     CYNICS SNEERED IT WAS ALL A BIG PIPE DREAM, BUT
ONE OVEREXTENDED PIONEER OF THE NEW LEISURE SAID
"THAT'S WAY BESIDE THE POINT."

The more thing change… Right? The novel remains an unknown classic of the underground literary world at that time when the beat poets were experimenting with LSD and cultural revolution. It’s not on-line, as far as I know. There are only four used copies of the softbound edition for sale on Amazon and only one of the mimeograph copies.

WHIMSY SEIZES SYNAPSE TRAPEZES

Sorry, but I don’t wish the A.P. well in their headline selling business. Not if it means a full court press against fair-use under copyright that will saddle the Internet with last century’s digital rights concepts. There is a big difference between atoms and bits and the bits of information that seach engines gather and maintain about other online content (links) is not that content — it is the conversation about that content. The A.P. did social media right for so many years but now they don’t seem to get it at all. Paid headlines, like paid speech must eventually lose market share to free variety.