• Author:
  • Darie, Cristian
  • Sirovich, Jaimie
• Subject:
  Internet Guides & Online Services
• Published by:
  John Wiley & Sons Inc (US)
• Published:
  17/08/2007
• Price:
  $59.99
• <  Buy this book  >

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.

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.

Acknowledgments.

Introduction.

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 6: SE-Friendly HTML and JavaScript.

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.

Glossary.

Index.