Product Description

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.

Enhance Your Knowledge
Advance Your Career

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.

Product Details

• Amazon Sales Rank: #182326 in Books
• Published on: 2007-09-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 410 pages

From the Back Cover
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.

Enhance Your Knowledge
Advance Your Career

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.

About the Author
Cristian Darie 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.

Customer Reviews

Focus on the technical side, but sometimes verbose
I'm an ASP.NET programmer with 15 yrs professional experience in software engineering and bought this book to learn the specifics of ASP.NET SEO. This book is OK (3 out of 5 stars), but clearly a mixed bag.

PRO: This book goes into the technical details of how some aspects of SEO can actually be implemented with ASP.NET. This kind of information is naturally absent in the more generic books by authors such as David Viney or Jennifer Grappone. However, this book does cover the generic stuff as well, even in a well-written and concise manner.

CONS: I didn't like two things about this book. First, many of the practical examples are rather programming exercises than SEO specific exercises. For example, the Fortune Cookies section (pp. 260) is just a programming exercise stretched out on 5 pages. My impression was that the authors got carried away or had to fill the pages somehow. But material of that sort is in my view useless, and it would have been better to provide a URL on the Internet as an example. Second, the authors present a lot of technical measures that may contribute to better search engine ranking, but they fail to provide evidence that the effect is worthwhile. They virtually don't report any practical experience of positive effects. There is little point in wild programming exercises that cost a lot of money but don't contribute to the bottom line.