Synopses & Reviews
Search engine optimization (SEO) is not only the job of the marketing department. It must be considered from a web site's inception and throughout its lifetime by you, the web site developer. Making changes to the architecture of a web site and modifying presentation techniques can dramatically increase search engine rankings and traffic levels.
Written for the ASP.NET developer or tech-savvy marketer, this unique reference provides techniques for creating and maintaining web sites optimized for search engines. You'll discover how to facilitate the indexing of your site, as well as how to leverage specific technologies and services for site promotion. You will understand the role of web site architecture in search engine optimization and explore various topics therein. Knowing this will help you to develop a site that achieves great search engine rankings.
What you will learn from this book
- Understand the criteria that influence search engine rankings
Create keyword-rich URLs using ASP.NET, ISAPI_Rewrite, and UrlRewriter.NET
Use HTTP Headers to properly indicate the status of web documents
Create optimized content and cope with duplicate content effectively
Avoid being the victim of black hat SEO techniques
Understand and implement geo-targeting and cloaking
Use site maps effectively—for users as well as search engines
SEO enhancements that can easily be applied to an existing web site
Build a search engine–friendly e-commerce catalog
Who this book is for
This book is for ASP.NET developers who need to incorporate search engine optimization principles into their web applications, as well as marketers who want to gain a better understanding of the technologies involved in search engine marketing.
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Wrox Professional guides are planned and written by working programmers to meet the real-world needs of programmers, developers, and IT professionals. Focused and relevant, they address the issues technology professionals face every day. They provide examples, practical solutions, and expert education in new technologies, all designed to help programmers do a better job.
As search engines have matured, they have moved away from simply relying on meta tags, keywords, and static page copy to establish their results. They now rely on XML data that is rendered dynamically, incoming links and numerous other factors that are inherently built into the architecture of sites. Additionally, as sites become more sophisticated, URLs, HTML, and CSS can become muddled an interfere with searchabiltiy. Web Services can scatter data throughout numerous other sites. Search Engine Optimization is no longer the job of a site manager or marketing staff, it must be built into the site from its inception. Professional Search Engine Optimization with ASP.NET provides ASP.NET developers with the information they need to avoid common pitfalls and the tips to incorporate in site development to assure that their site achieves optimal search ranking.
* Building SEO-Friendly URLs
* Using the HTTP Status Codes
* Avoiding Duplicate Content Problems
* SEO Using Web Syndication
* Speeding Up Indexing with Sitemaps
* Spam Penalties
* IP Cloaking, Geo-Targeting, and IP Delivery
* Foreign Language SEO
* Retrofitting an Existing site for SEO
About the Author
is a software engineer with experience in a wide range of modern technologies, and the author of numerous books and tutorials on AJAX, ASP.NET, PHP, SQL, and related areas. Cristian currently lives in Bucharest, Romania, studying distributed application architectures for his PhD. He’s getting involved with various commercial and research projects, and when not planning to buy Google, he enjoys his bit of social life. If you want to say “Hi,” you can reach Cristian through his personal web site at http://www.cristiandarie.ro.
Jaimie Sirovich is a search engine marketing consultant. He works with his clients to build them powerful online presences. Officially Jaimie is a computer programmer, but he claims to enjoy marketing much more. He graduated from Stevens Institute of Technology with a BS in Computer Science. He worked under Barry Schwartz at RustyBrick, Inc., as lead programmer on all eCommerce projects until 2005. At present, Jaimie consults for several organizations and administrates the popular search engine marketing blog, SEOEgghead.com.
Table of Contents
Chapter 1: You: Programmer and Search Engine Marketer.
Chapter 2: A Primer in Basic SEO.
Chapter 3: Provocative SE-Friendly URLs.
Chapter 4: Content Relocation and HTTP Status Codes.
Chapter 5: Duplicate Content.
Chapter 7: Web Feeds and Social Bookmarking.
Chapter 8: Black Hat SEO.
Chapter 9: Sitemaps.
Chapter 10: Link Bait.
Chapter 11: Cloaking, Geo-Targeting, and IP Delivery.
Chapter 12: Foreign Language SEO.
Chapter 13: Coping with Technical Issues.
Chapter 14: Case Study: Building an E-Commerce Store.
Chapter 15: Site Clinic: So You Have a Web Site?
Appendix A: Simple Regular Expressions.