Jennifer Lopez   Microsoft Stack
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Jennifer Lopez Microsoft Stack

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Jennifer Lopez   Microsoft Stack Jennifer Lopez Microsoft Stack Presentation Transcript

  • SEO & Microsoft Stack Jen Sable Lopez – June 2009
  • Rewriting URLs
  • Rewriting URLs Don’t forget!
    • Whenever you rewrite, you must redirect
    • Change internal links to point to new URL
      • Feeds, searches, pages, etc.
    • May need to use a combination of methods
    • Get creative! Almost anything can be done
  • Rewriting URLs
  • Rewriting URLs IIS Options
    • ISAPI_Rewrite
    • URLRewriter.net
    • IIS URL-Rewrite module
    • ASP.Net Routing
  • Rewriting URLs ISAPI_Rewrite
    • Full version
    • Lite = Free!
      • No support for certain tags
      • Not able to specialize for multiple sites
    • 32 and 62 bit processors
    • Not .Net specific
      • Example: CF & ASP classic apps
  • Rewriting URLs ISAPI_Rewrite
    • RewriteRule (.*)/articles/(.*) $1/Default.aspx?categoryid=$2 [NC,L]
    • Old URL:
      • http://www.site.com/Default.aspx?categoryid=567
    • New URL:
      • http://www.site.com/articles/how-to-grill-hamburgers
    Old URL New URL
  • Rewriting URLs URLRewriter.net
    • Open source!
    • .Net only – written in C#
    • Easy to install
    • Does redirects also
    • Controlled from Web.config
    • No IIS configurations
  • Rewriting URLs URLRewriter.net - Example
  • Rewriting URLs IIS URL Rewrite Module
    • Manipulates URLs before request handled by Web Server
    • No info on what handler will process rewritten URL
    • Not .Net specific
  • Rewriting URLs ASP.Net Routing
    • Knows the handlers
    • Selects which handler should generate response
    • Advanced handler-mapping mechanism
    • Use for ASP.NET MVC or ASP.NET Dynamic Data
  • 301 Redirects
  • 301 Redirects Redirecting URLS
    • 301 vs. 302
    • Don’t use IIS or .Net defaults
    • Any time a URL is rewritten
  • 301 Redirects Redirecting URLS
  • Viewstate
  • Viewstate ViewState
    • Disable unless required
    • Can dramatically increase load times
    • Messy code
    <input type=&quot;hidden&quot; name=&quot;__VIEWSTATE&quot; id=&quot;__VIEWSTATE&quot; value=&quot;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  • Viewstate ViewState
    • I only used part of the ViewState!
    • Over 312,000 characters
    • 303 KB
  • IIS SEO Toolkit
  • IIS SEO Toolkit Site Analysis
    • Crawler – iisbot
    • Dashboard
    • Detailed URL & violations info
    • Word Analysis
    • Route Analysis
  • IIS SEO Toolkit Site Analysis
  • IIS SEO Toolkit Robots Exclusion
    • Edit Robots.txt file
    • Select URL Paths
  • IIS SEO Toolkit Robots Exclusion Becomes
  • IIS SEO Toolkit Sitemaps & Sitemap Indexes
    • Management Interface
    • Select URL Paths
  • IIS SEO Toolkit Sitemaps & Sitemap Indexes Becomes
  • Things to Avoid
  • Things to Avoid Deceptive Behavior
    • Cloaking – showing the bots something other than what users see
    • White text on white background
    • Pages full of text links with no meaning/content
    • Manipulating the bots in any way
  • Things to Avoid Messy code
    • Using images for important names, content or links
    • Creating multiple copies of a page under different URLs
      • Examples: text only, printer friendly pages
    • Postbacks! Bots may not crawl the link correctly
    • Keep that ugly ViewState out
  • Tools
  • Tools
      • Google Webmaster Central http://www.google.com/webmasters/
    • Bing Webmaster Center http://www.bing.com/webmaster
      • Yahoo! Site explorer http://siteexplorer.search.yahoo.com
    • SEOmoz tools http://www.seomoz.org/tools
    • Firefox Addins
      • NoScript – blocks all client side scripts, see pages as bots
      • HTTPfox
  • Reference
  • Reference URL Rewriting/Redirecting
    • ISAPI_Rewrite http://www.isapirewrite.com/
    • URLRewriter.net http://urlrewriter.net/
    • IIS URL Rewriting vs. ASP.NET routing http://learn.iis.net/page.aspx/496/iis-url-rewriting-and-aspnet-routing/
    • IIS 7 URL Rewrite Module support in WordPress 2.8 http://blogs.iis.net/ruslany/archive/2009/05/16/iis-7-url-rewrite-module-support-in-wordpress-2-8.aspx
    • Creating 301 redirects in various languages http://www.webconfs.com/how-to-redirect-a-webpage.php
  • Reference IIS SEO Toolkit
    • Microsoft Web Platform Installer http://weblogs.asp.net/scottgu/archive/2009/06/02/microsoft-web-platform-installer.aspx
    • IIS SEO Toolkit Home http://www.iis.net/extensions/SEOToolkit
    • Carlos Aguilar Mares’ IIS SEO Blog Post (he’s the guy who built it) http://blogs.msdn.com/carlosag/archive/2009/07/02/iis-search-engine-optimization-toolkit-beta-1.aspx
    • Using Site Analysis to crawl a web site http://learn.iis.net/page.aspx/640/using-site-analysis-to-crawl-a-web-site/
    • Excellent Tutorial – Scott Guthrie http://weblogs.asp.net/scottgu/archive/2009/06/03/iis-search-engine-optimization-toolkit.aspx
  • Reference Screenshot Credits
    • IIS SEO Toolkit screenshots – Scott Guthrie Tutorial http://weblogs.asp.net/scottgu/archive/2009/06/03/iis-search-engine-optimization-toolkit.aspx – IIS Tutorial by Ruslan Yakushev http://learn.iis.net/page.aspx/637/managing-robotstxt-and-sitemaps/
    • URL Rewriting – IIS URL Rewriting Tutorial by Ruslan Yakushev http://learn.iis.net/page.aspx/496/iis-url-rewriting-and-aspnet-routing/
  • [email_address] Twitter: @jennita