XML (extensible markup language) was developed by the W3C and is a 'text-based syntax designed to describe, deliver, and exchange structured information. It is not intended to replace HTML, but to extend the power of HTML by separating data from presentation' (Felke-Morris, 2012, p. 16).

Perfect Pets are planning a future upgrade of this website using XML. This will create several advantages:

1. XML uses human language and can be easily read and understood (Exforsys Inc, 2007)

2. XML is all about data. A separate style sheet can be used for website presentation (Silmaril Consultants, 2010). This can lead to a more dynamic website where the data can be easily changed. Using 'XML to create a web page allows developers to frequently supply fresh content for the site without having to spend time modifying web pages' (Demand Media Inc, 2012).

3. XML is an extendible language, meaning that custom designed tags can be created by the writer (Exforsys Inc, 2007). 'XML allows every person/organization to build their own tag library which suits their needs perfectly' (Sol, 2012). It also means that tags can be descriptive of the content, leading to better results from search engines.

4. XML is platform independant (Exforsys Inc, 2007). It is also software independant, meaning that data can be transferred through software updates or even to completely different software without the risk of it being incompatible (Pelz-Sharpe, 2010).

The Perfect Pets Website will be redesigned using XML. This will improve access to our site from different systems and different devices. The use of XML will also make it easy for the Perfect Pets team to update the website and keep all our information current. Customers will find Perfect Pets more efficiently via search engines, due to the descriptive XML tags.

References

Demand Media Inc (2012) How to Make a Web Page With XML. Retrieved from: http://www.ehow.com/how_5142166_make-xml.html

Exforsys Inc (2007) XML Advantages. Retrieved from: http://www.exforsys.com/tutorials/xml/xml-advantages.html

Felke-Morris, T (2012) Web Development & Design Foundations with HTML5 (6th ed.). Boston, USA: Pearson

Pelz-Sharpe, A (2010) What is XML and Why Should Companies Use It? Retrieved from: http://www.inc.com/guides/2010/04/why-companies-should-use-xml.html

Silmaril Consultants (2010) Why Should I Use XML. Retrieved from: http://xml.silmaril.ie/whyxml.html

Sol, S (2012) XML Advantages and Disadvantages. Retrieved from: http://www.theukwebdesigncompany.com/articles/xml-advantages-disadvantages.php