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Product Description
Product Description
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.
From the Back Cover
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.
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Customer Reviews
It's difficult not to rate this book. There really is nothing else like it on the market that I've seen. Although it's intended for web developers looking to incorporate SEO best practices into their work, I've found it to be extremely useful as an SEO professional. It's helped me in being able to better articulate recommendations to developers and guide them through specific implementations, greatly reducing any room for error.
The book guides you right through from setting up your test server environment or "SEO Playground" to implementing a wide range of technical SEO strategies aimed mostly at improving crawling and indexing (although there's also some pretty cool stuff in there about setting up feeds and more). You also get a lot of SEO 101 in chapter 2, which is a great introduction for the search-conscious developer.
You don't have to be an expert developer to understand this book, although you should have a strong general understanding of how web pages and sites are built and of different web technologies. That said, if you do have a strong understanding of web programming, you will find this book much easier to follow. The chapter on URL rewrites is probably the most testing in that regard but also the most rewarding.
The code examples are great (I've not come across any bugs yet), allowing you to test and experiment with various different SEO implementations, from URL rewrites to IP delivery. These detailed, under-the-hood instructions help SEOs to understand what developers actually have to do with some of the typical recommendations we provide. This can be very helpful in understanding why recommendations may get pushed back and in providing workarounds/alternatives (or arguments) if they do.
If this book has a flaw, it's that it's very much geared up towards SEO best practice for building a new websites. Of course, we all know that retro-fitted SEO presents its own problems and typical CMS issues/workarounds are not covered in this book for instance. There is also nothing in there around domain/sub-domain setup and configuration, which I thought would have been nice to include.
Despite a few flaws, this book is well worth having, particularly as a reference. The code is all given away for free online but the book does a great job of explaining it all and the language used to do so is excellent. It's frustrating to just read through each chapter as you will want to get stuck into the practical examples to gain a better understanding of each topic. I would therefore suggest prioritising and focussing on a chapter at a time, working through all code examples to gain a deep understanding. Alternatively, use the book as a handy reference but don't expect to get everything out of it overnight - there's more to this book than meets the eye!
PROS: 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.
Changing a site after it is live and around for a while, when somebody realizes that search engine traffic is not the way it should be, can be very costly and in the worst cases may be even require an almost entire rewrite of the website code.
That's why is it important that not only marketers are being educated about the benefits and principles of search engine optimization, but the people that build websites as well. Who builds websites? Web developers. This book was written exactly for this audience, but also a SEO who knows most of the information to SEO provided in the book could benefit from this book. It includes a lot of very practical .NET sample source code for ready to use tools that can help marketers in their daily routine.
Although a lot of the content is not .NET specific are other parts that are using a lot of sample source code to demonstrate possible solutions, specific for Microsoft IIS and the .NET Framework. If you are a PHP developer, check out the sister book of this one (Professional Search Engine Optimization with PHP: A Developer's Guide to SEO), which is geared towards PHP, Apache Webserver and MySQL web developers.
1) Definitive guide with Step by Step instructions.
2) All the latest topics covered well.
3) Covers basics of SEO as well as Advanced Tutorials to implementing SEO in ASP.net
Bad:
1) Too many references and Links to websites. (its can be good as well as bad). Many people may not like reading the book and having to look at the websites referenced at the same time.
Ok, so this is the second book I've got from Wrox for reviewing (and yes, I did enjoy it much more than the first). SEO is one of those things that most developers end up forgetting when building ASP.NET pages Unfortunately, that might cost you a lot. This books presents several principles and ideas that will help you improve your site's indexing. The structure is clean and the content is good.
Now, the bad things: I didn't really liked the C# code style presented throughout the book and I think that some of the ideas were "duplicated" in several chapters. The text gives lots of emphasis on Google (which one can understand, since it rules the search engine market). I'm not against it but I'd like to see more about the other search engines too. Overall, I'm going to give it a 7.5/10.
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