Jennifer Lopez Microsoft Stack

SLIDE MASTER – COVERPAGESEO & Microsoft Stack

Jen Sable Lopez – June 2009

SLIDE MASTER – COVERPAGE

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 URLNew 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


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="hidden" name="__VIEWSTATE" id="__VIEWSTATE" value="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


Viewstate

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Viewstate

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Viewstate

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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 Centralhttp://www.google.com/webmasters/

• Bing Webmaster Center http://www.bing.com/webmaster

• Yahoo! Site explorerhttp://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_Rewritehttp://www.isapirewrite.com/

• URLRewriter.nethttp://urlrewriter.net/

• IIS URL Rewriting vs. ASP.NET routinghttp://learn.iis.net/page.aspx/496/iis-url-rewriting-and-aspnet-routing/

• IIS 7 URL Rewrite Module support in WordPress 2.8http://blogs.iis.net/ruslany/archive/2009/05/16/iis-7-url-rewrite-module-support-in-wordpress-2-8.aspx

• Creating 301 redirects in various languageshttp://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 Yakushevhttp://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/


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