[O] Directional quotes in html

[Herbert Sitz]

In my exports to pdf standard double-quote and single-quote (apostrophe)
characters both get translated to corresponding pairs of opening and closing
quotes.  But in export to html both double- and single-quotes seem to be same
in resulting html as they were in the org text, non-paired, non-directional.

What is best way to get directional pairs of open- and close-quotes in html
export?

-- Herb