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With symbols, sub- and superscripts, HTML is pretty much at its end when it comes to representing mathematical formulas1. More complex expressions need a dedicated formula processor. To this end, Org-mode can contain arbitrary LaTeX fragments. It provides commands to preview the typeset result of these fragments, and upon export to HTML, all fragments will be converted to images and inlined into the HTML document. For this to work you need to be on a system with a working LaTeX installation. You also need the dvipng program, available at http://sourceforge.net/projects/dvipng/.
LaTeX fragments don't need any special marking at all. The following snippets will be identified as LaTeX source code:
\begin statement appears on a new line, preceded by only
whitespace.
For example:
\begin{equation} % arbitrary environments,
x=\sqrt{b} % even tables, figures
\end{equation} % etc
If $a^2=b$ and \( b=2 \), then the solution must be
either $$ a=+\sqrt{2} $$ or \[ a=-\sqrt{2} \].
If you need any of the delimiter ASCII sequences for other purposes, you
can configure the option org-format-latex-options to deselect the
ones you do not wish to have interpreted by the LaTeX converter.
[1] Yes, there is MathML, but that is not yet fully supported by many browsers, and there is no decent converter for turning LaTeX of ASCII representations of formulas into MathML. So for the time being, converting formulas into images seems the way to go.