Index Index SYMBOLS * (asterisk) metacharacter, 67, 374 * (asterisk) quantifier, 374, 378–380, 382 \\ (backslash), 62 ~/, absolute paths and, 87 + (plus) quantifier, 380–382 . (period) metacharacter, 67 ? (question mark), 372, 374, 382 A ABC123.txt, 366–370 absolute URLs, 86–87, 123 accented letters (diacritics), 301–305 accessibility, 24–25, 389 acquisition rate, link, 32 Add ( ) methods, SocialCollection, 205–206 AddComment.aspx, 230–235 ad-hoc queries, 1, 389 administrator privileges, 12, 15 ADO.NET, 287–289 affiliate pages, duplicate content in, 148–153 age, of sites, pages, links, 30 aggregators. See feed readers AJAX (Asynchronous JavaScript and XML) blended approach for, 181–182 dealing with pure sites, 354 defined, 389 problems for search engines, 181 alert box, in JavaScript, 361 Alexa Rankings, 39–40 algorithms, 237, 390 Allow directive, robots.txt, 139 alt tag, 29 ALTER PROCEDURE, 274–275 anchor text, 32, 390 anchors, 28 Anti-Cross Site Scripting Library, 216 Apache, 54, 390 API (application programming interface), 390 App_Code folder creating and using nofollow library, 221–225 creating RSS feeds, 186–191 implementing custom markup translator, 177–180 application programming interface (API), 390 Application_Error ( ) method enabling error logging for e-commerce store, 341–342 error logging using, 118–119, 122–123 overview of, 115–116 architecture, site duplicate content as result of, 134 guidelines for SEO, 155 overview of, 4–6 .ashx vs. aspx, 94 ASP.NET Control Adapter extensibility architecture, 86 debugging with Internet Explorer, 14 defined, 390 experience in, 4 paging, 347 URL rewriting with, 75–76, 82–83 UrlRewriter.NET with, 82 ASPNET.MDF, 390 .aspx vs. ashx, 94 asymmetric encryption, 390 Asynchronous JavaScript and XML. See AJAX (Asynchronous JavaScript and XML) Atom for blogs, 245 defined, 390 overview of, 185 attacks, avoiding black hat, 215 authentication defined, 390 preparing seoasp application in Windows Vista, 10–11 SQL Server, 16–19 authorization, 390 B backslash (//), 62 Beginning CSS: Cascading Style Sheets for Web Design (Wiley Publishing, Inc.), 172 Beginning Regular Expressions (Watt), 64, 87, 357 Best of the Web, 352 BigDaddy update, 25, 131, 390 black hat SEO, 209–241 301 redirect attacks, 237–239 attack avoidance, 215 avoiding comment attacks using nofollow, 220–225 bending rules, 213–214 buying links, 240 content theft, 239–240 defined, 390 Digital Point Co-op, Link Vault and, 240 HTML insertion attacks, 216–220 insertion attacks, 215–216 overview of, 212 preventing victimization, 354 requesting human input, 230–237 sanitizing user input, 225–230 blended approach, 181–182 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 399 C O P Y R I G H T E D M A T E R I A L 400 block-level elements block-level elements, for layout, 29 blogs defined, 390 feeds provided by, 184 overview of, 43 RSS and Atom formats for, 245 site enhancement with, 354 social bookmarking and, 194–195 bookmark equity, links, 23 bookmarks. See social bookmarking BooksFeed.ashx, 186–189 bots. See spiders breadcrumb navigation, 143–145, 390 broken links, detecting, 312–318 browsers changing user agent in, 266 disabling cache during development, 74 plugins, 41–42 BULK OPERATIONS privileges, 293 C C# compiler, accessing, 86 C# programming language, 4, 391 CAPTCHA images creating and using, 230–235 how it works, 236–237 overview of, 230 Capture class, 87–89 CaptureCollection class, 87–89 cardinality operators, 377 Cartoons.aspx, 95–96 Cascading Style Sheets. See CSS (Cascading Style Sheets) case sensitivity maintaining consistency, 52–53 regular expression matching and, 66 case studies building e-commerce store. See e-commerce store, building link bait, 260–264 Cassini, IIS vs., 8 Catalog.aspx, 336–340 building e-commerce store, 320–344 building link factory, 100–102 creating social bookmarking library, 201 implementing pop-up navigation, 159 using sIFR replacement method, 167–170 CatalogDb class building e-commerce store, 332–336 methods in, 348 reading stored procedures, 345–347 categories, for breadcrumb navigation, 144–145 character classes, 365, 369 characters matching doubled, 362–365 matching multiple optional, 374–377 matching optional, 372–374 matching sequences of different, 370–372 matching single, 358–362 metacharacters, 365–370 CheckAnswer ( ) method, simpleCaptcha, 236 CheckLink.aspx, 313–315 CheckLinkPath.aspx, 315–317 classes defined, 391 static vs. instance, 103 structs vs., 202 Classic.NET AppPool, 122 click-through, 391 click-through rate (CTR), 4, 391 ClickTracks, 37 Cloak class detecting when visitor is a search engine, 285 implementing cloaking, 289–290 methods, 271–272 Cloak.cs file, 289 CloakData table, 270, 283, 285–286 CloakDb class, 272, 287, 289 CloakDb.cs class, 276–282 cloaking, 265–291 ADO.NET and, 287–289 bending rules, 212–213 code and database structures, 285–290 dangers of, 268 debate on, 267–268 defined, 391 geo-targeting vs., 291–292 implementing and testing, 273–285 overview of, 265–266 preventing perception of, 312 three-part process of, 285 UpdateAll ( ) method and, 289–290 URL-based session IDs and, 148 using JavaScript redirect, 267 using meta noarchive tag, 268–269 CloakTest.aspx, 269–270, 282–285 CloakUpdate table, 272, 274, 285–286 CLR (click-through rate), 391 code-behind files defined, 391 implementing CAPTCHA, 232 spreading class over files, 207 collections, regular expressions stored as, 180 Colors2.text sample file, 374–377 comment attacks, 220–225 comments, 230–235 Comments.aspx, 227–228 community forums, 22, 42 consistency, URL, 52–53 constructors defined, 391 static, 125, 177, 180–181 content, as link bait, 259 content theft defined, 391 duplicate content as result of, 135 sitemaps mitigating damage from, 245 using black hat SEO for, 239–240 Context.Rewrite Path, 86 conversion rate defined, 391 in split testing, 310–311 in web analytics, 36 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 400 401 evil hooks Index cookies for affiliate pages, 149 defined, 391 URL-based session IDs and, 146–148 copy prominence, 172–175 copywriting issues, 4 CoreMetrics, 37 crawlable images sIFR replacement method, 166–170 Stewart Rosenberger's text replacement method, 170–171 text replacement and, 164–165 CREATE PROCEDURE, 274–275 createCommand ( ) method, 287–288 CreateLink( ) function, 53 cross-linked web sites, 33, 309–310 CSS (Cascading Style Sheets) defined, 391 tables-based layout vs., 172 using regular text styled by, 164–165 CTR (click-through rate) page title critical to, 26–27 URL keywords/domain name effecting, 27–28 curly-brace syntax, 382–387 {n,} syntax, 386–387 {n,m} syntax, 383, 385–386 {n} syntax, 382 {O,m} syntax, 383–385 custom controls, 391 custom markup language enhancing on-page HTML optimization with, 226 generating SE-friendly HTML with, 176–177 implementing custom markup translator, 177–180 element, 116, 121 CustomMarkup.Translate( ) method, 180 D \d metacharacter, 365–370 dashesRegex, 102–103 data escaping, 215–216, 391 databases building e-commerce store, 322–324 creating seoasp, 15–19 organization of data in, 345–346 preventing 301 attacks by storing URLs in, 238–239 debug mode creating seoasp application in Windows Vista, 14 enabling for application, 122 sending error logging emails, 118 DefaultAppPool, 80, 122 /Default.aspx, 132 DELETE command, 288, 293, 391 delist, 391 DHTML (dynamic HTML), 157, 164 diacritics (accented letters), 303–305 Dictionary, 180 Dictionary type, 203–206 Digital Point Co-op, 240 direct citation equity, links, 23 directories defined, 391 getting listed in reputable, 352 Disallow directive, robots.txt, 138–141 Dispose ( ) method, IHttpModule, 94–95

element, 164 DMOZ, 352 DNS (Domain Name Server), 307–308, 392 DOM (Document Object Model), 392 domain names foreign language SEO and, 301 keywords in, 27–28 penalties for using expired, 35 ranking registration length of, 30 ranking TLD for links, 33–34 using redirects for multiple, 130 using redirects to change, 130–131 . (dot) character, regex, 62 DoubledR.txt sample file, 387–388 drill-down navigation, 143 drop-down menus, DHTML, 157 duplicate content, 133–154 in breadcrumb navigation, 143–145 causes and effects of, 134–135 defined, 392 fixing, 352 looking for, 355 in navigation links, 143–144, 148 negative effects of, 3 in pages with duplicate meta tags/title values, 146 penalties for sites with, 35 in print-friendly pages, 143 in similar pages, 145 in URL canonicalization, 131–132, 146 in URL-based session IDs, 146–148 URLs and, 49 using affiliate pages for, 148–153 using robots meta tag for, 136–137 using robots.txt for, 137–142 dynamic HTML (DHTML), 157, 164 dynamic URLs, 48–52 E e-commerce store, building, 319–350 analyzing design decisions, 344–349 implementing product catalog, 320–344 requirements, 319–320 elements, HTML, 171 email, 118–119, 122 encapsulation, 392 encryption, symmetric, 396 enhancements, web site, 351–356 entry variables, JavaScript, 361–362 error logging e-commerce store, building, 341–342 exercise in, 116–123 escapes preventing HTML insertion attacks, 216–220 preventing SQL insertion attacks, 215–216 Escaping.aspx, 219–220 ethics cloaking, 267–268 geo-targeting, 266 evil hooks, 259 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 401 ExpertRank of Ask.com, 24 expired domain names, 35 Extensible Markup Language (XML), 245–247, 392, 398 external 302 redirects, 112 F faceted navigation, 143 feed. See web feeds feed readers, 184, 392 FeedReader.aspx, 191–193 file naming conventions, 52 Find and Replace dialog * operator, 378–380 + operator, 380–382 matching doubled characters, 363 matching multiple optional characters, 374 matching single character in JavaScript, 358 findstr utility, 369, 374 Firefox, 108 500 status code adding to e-commerce store, 344 building custom error pages, 116–123 defined, 389 overview of, 114 fixes, web site, 351–356 FixLinks ( ) method, NoFollow, 224–225 FixTags ( ) method, Sanitize, 228–229 fixThisLink evaluator, 225 .FLA files, 392 flag arguments, rewrite rules, 62 Flash blended approach and, 181–182 defined, 392 search engine problems with, 181, 354 text replacement fonts in, 170 using sIFR replacement method with, 168 Flash movies, 396 Florida update, 25, 392 folder requests, and URL rewriting, 75 fonts, 164–165, 170 foreign keys, 345, 392 foreign language SEO, 299–306 dealing with accented letters, 301–305 geo-targeting in, 266 languages and region modifiers in, 300 server location and domain name in, 300–301 spam and, 305 using address of foreign location, 301 forms, SE-friendly HTML, 176 FortuneCookie.ashx, 260–264 forums reputable community, 42 site enhancement using, 354 wariness of, 22 404 status code adding to e-commerce store, 344 building custom error pages, 116–123 defined, 389 loading, 129–130 overview of, 112–113 frames, SE-friendly HTML, 175 fun hooks, 258 G GenerateGoogleSitemap ( ) method, 254 GenerateYahooSitemap ( ) method, 254 Generic Handler template, 91–94 generic handlers creating RSS feeds, 186–189 generating robots.txt on-the-fly, 140–141 rewriting ID-free URLs, 90–94 GenericRssHttpHandlerBase class, 189 generics creating sitemaps programmatically, 254 functionality of, 180 working with, 203–204 GeoTarget class, 292 geo-targeting building e-commerce store, 322 defined, 392 implementing, 293–297 overview of, 265–266 working with, 291–292 GeoTest.aspx, 296–297 GetProductsInCategory, 345–347 GetSecondaryProductCategories, 347 Global.asax file auto-correction for e-commerce store with, 341 defined, 392 error logging with, 118–119 overview of, 115–116 URL rewriting with, 82–83 GMail, 1 Go404( ) method, 129–130 Google bending rules, 214 bombing, 32 cloaking guidelines, 267 creating sitemaps programmatically, 249–254 geo-targeting used by, 266 informing about sitemap updates, 247–248 phishing vulnerability example, 238 supplemental index of, 35–36, 134 XML sitemap standard, 245–247 Google Analytics, 36–37 Google PageRank, 23–24 Google Sandbox, 34–35, 392 Google Trends, 39, 301 googlebot, 138–140 googling, 1 graphical text ethical use of cloaking for, 290–291 sIFR replacement method, 166–170 Stewart Rosenberger's text replacement method, 170–171 text replacement and, 164–165 Group class, 87–89 GroupCollection class, 87–89 402 ExpertRank of Ask.com 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 402 H hashing, 236–237, 392 , 348–349 headings, 27, 301–303 Hilltop algorithm, 24 HITS, 24 HitTail, 37 hooking links, 258–259 hosting providers, 307–308 HTML (HyperText Markup Language), 171–181 copy prominence and tables, 172–175 custom markup language generating, 176–181 Flash or AJAX used with, 181–182 forms, 176 frames, 175 insertion attacks, 215, 216–220 sanitizing user input by escaping, 225–230 structural elements, 171 traditional sitemaps in, 243–244 .html suffix, 51, 62 HtmlEncode ( ) method defined, 220 preventing HTML insertion attacks, 217–219 sanitizing user input with, 225–226 HtmlForm class, 85–86 HTTP (HyperText Transfer Protocol) creating state with ViewState, 174–175 defined, 393 rewriting ID-free URLs with, 94–96 tutorial on, 90 HTTP status codes, 107–132 building custom error pages, 114–123 defined, 107, 393 overview of, 108–109 redirects, 109–112, 123–132 removal 404, 112–113 server error 500, 114 HTTP_X_REWRITE_URL server variable, 60, 129 HttpContext, 82–83 HTTPS (HyperText Transfer Protocol Secure), 393 HttpUtility class, 217–220, 226 HttpWebRequest, 314–315 HttpWebResponse, 314–315 human input. See CAPTCHA images humor hooks, 258 tags, 27 Hyperlink control, in templates, 349 HyperText Markup Language. See HTML (HyperText Markup Language) HyperText Transfer Protocol. See HTTP (HyperText Transfer Protocol) HyperText Transfer Protocol Secure (HTTPS), 393 I ID-free URLs, rewriting, 87–96 using generic handlers, 90–94 using HTTP modules, 94–96 using .NET regular expressions, 87–90 IEnumerable interface, 203, 206 if...else clause, 362 IHttpHandler interface, 188–189 IHttpModule interface, 94 IIRF (ISAPI Rewrite Filter), 59 IIS (Internet Information Services) installing, 8–9 preparing seoasp web site in Windows XP , 12 setting 404 page through, 121, 123 URL rewriting, numeric/keyword-rich, 80–82 URL rewriting with, 54, 55–64 URL rewriting with ASP .NET, 75–76 IIS Manager tool, 10–11 ImageFile property, Social struct, 202–203 images. See also graphical text building e-commerce store, 322 crawlable, 164–171 rendering as text, 290–291 rewriting files, 96–98 inbound links, 31–32, 393 indexes, adding to data tables, 345 indexing error pages, 114, 132 informational hooks, 258 inheritance, 393 Init ( ) method, IHttpModule, 94–95 INSERT command, 393 insertion attacks, 215–220 instance members, vs. static, 103, 181 Intellisense, 6 interactive link bait, 259–260 interactive web tools, 259 internal 302 redirects, 112 Internet Explorer, 14, 108 Internet Information Services. See IIS (Internet Information Services) invisible on-page ranking factors, 28–29 IP addresses changing hosting providers, 308 cross-linked sites and, 33 defined, 393 IP delivery, 265–266, 393 iplists.com, 270–271, 286 ISAPI extension, ASP.NET, 75 ISAPI Rewrite Filter (IIRF), 59 ISAPI_Rewrite, 62 building e-commerce store, 326–327 generating robots.txt on-the-fly, 140 implementing redirects with, 123 other directives used with, 64 redirecting keyword-rich URLs, 150–153 RewriteRule and, 62–64 rewriting ID-free URLs, 92 rewriting image files, 96–98 rewriting keyword-rich URLs, 73–74 rewriting numeric URLs, 71–72 rewriting URLs with, 55–61 URL correction using, 127 using redirects, 130–132 working with regular expressions, 65–76 IsReusable, 188 , 348–349 403 Index 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 403 J JavaScript, 155–171 cloaking, 267 copy prominence and, 172 crawlable images, 164–171 defined, 393 DHTML menus, 157 DHTML popup windows, 164 graphical text, 164–171 links, 157 matching single character in, 359–362 matching three-digit numbers, 366–370 not requiring visitors to support, 155 popup windows, 157–164 redirects, 132 Joe Ant, 352 K keyword density, 393 Keyword Discovery, 40–41 keyword stuffing, 26, 393 keyword-rich rewritten URLs benefits of, 46–47 examples of, 72–74 overview of, 51–52 redirecting, 150–153 using UrlRewriter.NET, 80–82 keywords embedded in image/media file names, 96–98 meta, 29 page copy ranking and, 27 page URLs/domain name ranking and, 27–28 researching, 40–41 Komodo Regular Expression Toolkit matching doubled characters, 363–364 matching optional characters, 372–374 matching sequences of different characters, 371–372 matching three-digit numbers, 367–368 L LAMP (Linux/Apache/MySQL/PHP), 54 lang attribute, foreign language SEO, 300 languages. See foreign language SEO libraries, 1, 86 link bait, 257–264 case study, 260–264 defined, 393 examples of, 259 hooking links, 258–259 interactive, 259–260 overview of, 257 site enhancement using, 353 Link Calculator, 259–260 link churn, 32 link equity, 22–24, 393 link factory, 98–104 link farm, 393 Link Vault, 240 LinkAdage, 353 LinkBait.html, 262–264 link-buying, 240 LinkFactor.cs file, 328–330 links. See also navigation acquisition rate of, 32 age of, 30 anchor text of, 32 buying, 353 cross-linked sites, 33 detecting broken, 312–318 location of, 34 number on page, 33 problems with JavaScript, 157 quantity, quality and relevance of inbound, 31–32 reciprocal, 32 semantic relationships among page, 33 structure of internal, 28 TLD of domain name for, 33–34 Loader.ashx, 91–94 Location header, 317 logging errors 404 pages configured through IIS, 121 exercise in, 116–123 overview of, 115–116 login, 17–19, 156 M MakeCategoryProductUrl, LinkFactory, 102 MakeMediaUrl, LinkFactory, 102 managed stored procedure, 393 market research Alexa Rankings, 39–40 Google Trends, 39 overview of, 37–38 Yahoo! Site Explorer, 38–39 marketing, search engine, 2 Master Pages, 86, 394 Match class, 87–89 MatchCollection class, 87–89 MatchEvaluator class, 224–225 MatchEvaluator delegate, 87–89 Matrix navigation, 143 Matt Cutts, 394 MaxMind geo-target database, 291, 293 MD5 (Message Digest 5), 237 media files, rewriting, 96–98 Media folder, 322 media links, 102 Message Digest 5 (MD5), 237 meta description, 29 meta keywords, 29 meta noarchive tag, 268–269 meta refresh, 132 meta tags, 352 metacharacters, 67–68, 363, 365–370 meta-exclusion, 146, 148, 149 method overloading, 205, 394 methods CatalogDb class, 348 404 JavaScript 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 404 Cloak class, 271–272 GeoTarget class, 292 HttpUtility class, 220 Regex class, 89 text replacement, 165, 171 Microsoft AJAX Library Essentials (Packt Publishing, 2007), 389 Microsoft .NET Software Development Kit, 86 Microsoft Windows Vista, 1 mod_rewrite, 54, 59, 394 Movable Type, HTML insertion flaw in, 215 MSN Search, 309 myRegExp, 361–362 MySQL, 394 N {n,m} syntax, 383 {n} syntax, 382 Name property, Social struct, 202–203 natural. See organic navigation fixes and enhancements, 351–356 handling duplicate content, 143–145, 148 internal link structure/anchors and, 28 JavaScript links and, 157 pop-up, 158–164 for tables-based sites, 172 New York Times web site, 212–213, 267–268, 291 news feeds, 352 news story hooks, 258 noarchive tag, 214 , 182 NoEscaping.aspx, 217–220 nofollow attribute avoiding comment attacks with, 220–221 creating/using nofollow library with, 221–225 defined, 394 sanitizing user input with, 230 <noscript>, 182 NotFound.aspx, 117, 343–344 numbers, matching, 365–370, 380–382 numeric rewritten URLs overview of, 51 with two parameters, 69–72 using UrlRewriter.NET, 80–82 O {O,m} syntax, 383 object-oriented programming (OOP), 189, 394 on-page factors invisible, 28–29 overview of, 25–26 tweaking for site enhancement, 355 visible, 26–28 OOP (object-oriented programming), 189, 394 OpenOffice.org Writer, 357, 369 organic, 394 outbound links, 27, 394 overloading, method, 205, 394 P page titles fixing duplicate content in, 352 handling duplicate content, 146 ranking factors, 26–27 Page_Load ( ) method, SocialIcons.ascx, 209 PageLoader module, 95–96 PageRank (PR), 23–24, 259–260, 394 parameterized affiliate URLs, redirecting, 149–150 parameters duplicate content of navigational link, 148 handling robots.txt limitations, 142 partial classes, 207 PartNumbers.txt sample file, 370–372 Parts.txt sample file, 378–380 passwords, SQL Server, 17–19 Pay Per Click (PPC), 394 penalized web sites, 34–36 Persuasive Online Copywriting: How to Take Your Words to the Bank (Eisenberg), 4 phishing, 238 PHP (PHP:Hypertext Processor), 170–171, 394 plaintext sitemaps standard, Yahoo!, 247 plugins, 41–42, 108 polymorphism, 394 PopulateChannel ( ) method, 189 popup windows DHTML, 164 implementing navigation, 158–164 improving search engine visibility for, 157–158 Popup.aspx, 159–164 POSIX metacharacters, 369 postbacks defined, 394–395 URL rewriting and, 84–86 Web Forms and, 174–175 PPC (Pay Per Click), 394 PR (PageRank), 23–24, 259–260, 394 pranks, as link bait scheme, 259 prepareUrlText, LinkFactory class, 102–103 <prev" and "next> links, 28 primary key, 395 print-friendly pages, 142, 143 ProcessRequest ( ) method, 188 Product.aspx, 57–59, 101 ProductRemoved.aspx, 120–121 Professional APIs with PHP: eBay, Google, PayPal, Amazon, FedEx plus Web Feeds (Wiley Publishing, Inc.), 194 Professional ASP.NET 2.0 Security, Membership, and Role Management (Wiley Publishing, Inc.), 83 Professional Search Engine Optimization with PHP: A Developer's Guide to SEO (Sirovich & Darie), 171 properties, Social struct, 202–203 purifyUrlRegex, 102–103 Q quantifiers, 377–382 query strings, and dynamic URLs, 48, 52 question mark (?), 372, 374, 382 405 question mark (?) Index 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 405 R [R] option, of rewrite rule, 123 ranking factors, 25–34 defined, 22 effect of duplicate content on, 134–135 external, 31–34 implementing through RageRank, 23–24 on-page, 25–29 social bookmarking, 194 synopsis of, 25 time-based, 30 RDBMS (Relational Database Management System), 395 reciprocal links, 32 Redirect.aspx, 238 redirects 301 and 302, 109–112 with ASP .NET and IIS, 123–124 changing domain names with, 130–131 defined, 395 of excluded content, 291 JavaScript cloaking using, 267 for keyword-rich affiliate URLs, 150–153 for multiple domain names, 130 other types of, 132 for parameterized affiliate URLs, 149–150 for URL canonicalization, 131–132 for URL correction, 124–130 RefControl, 42 reference types, 202 REFERER defined, 395 implementing pop-up navigation, 159, 163–164 using for affiliate pages, 149 regex. See regular expressions Regex class, 87–90 Regex members, LinkFactory class, 102–103 regular expression engine matching optional characters, 373 matching three-digit numbers, 367 regular expressions, 180, 357–388 * quantifier, 378–380 + quantifier, 380–382 curly-brace syntax, 382–387 defined, 395 dot character and backslash in, 62 exercises, 387–388 ID-free URL rewriting with, 87–90 matching doubled characters, 362–365 matching multiple optional characters, 374–377 matching optional characters, 372–374 matching sequences of different characters, 370–372 matching single character, 358–362 metacharacters, 365–370 overview of, 357 URL rewriting with, 64–69 Relational Database Management System (RDBMS), 395 Repeater control, 206–209, 348–349 replaceElement( ) function, sIFR, 169 Request class, 60–61 requirements, building e-commerce store, 319–320 research keyword, 40–41 market, 37–40 resources Atom standard, 185 available fonts, 165 black hat SEO, 212 buying links, 353 CAPTCHA images, 230 community forums, 42 creating ISAPI filter, 55 detecting broken links, 312 getting listed in reputable directories, 352 Google Analytics, 36–37 Google bombing, 32 Google phishing vulnerability, 238 HTTP status code descriptions, 109 HttpUtility class methods, 220 ISAPI_Rewrite filter, 56–57 Komodo IDE, 363 market research, 37–40 OOP tutorial, 189 OpenOffice.org Writer, 357 overview of, 36–37 preventing SQL insertion attacks, 215–216 regular expressions, 64 researching keywords, 40–41 robots.txt file documentation, 137 RSS 2.0 standard, 185 search engine blogs and, 43 Search Engine Optimization tools, 41–42 search engine ranking factors, 25 session state implementation, 146 sIFR replacement method, 166, 170 sitemaps.org standard, 248–249 Spider Simulator tool, 6 SQL Server 2005 Service Pack 2, 8 text replacement methods, 165, 171 URL rewriting, 53 URL rewriting component, 81 UrlRewriter.NET, 80 viewing HTTP headers, 108 web feeds, 184 web services, 194 WHOIS tool, 309 wildcard matching, 138 Yahoo Application ID, 248 Response.Redirect ( ), 240 Response.Status avoiding index errors using, 114 error logging using, 117 implementing redirects with, 124 setting status code of page with, 113, 122 return on investment (ROI), 395 RewriteCond, 64, 130, 131 RewriteHeader, 64 RewritePath ( ) method, HttpContext, 82–83 RewriteProxy, 64 RewriteRule, 62–64 rewriting keyword-rich URLs, 73–74 rewriting numeric URLs with two parameters, 71–72 working with regular expressions, 66–69 406 [R] option 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 406 robots, 395. See also spiders robots meta tag, 136–137, 143 Robots.ashx, 140–141 robots.txt, 137–142 for affiliate pages, 149 for breadcrumb navigation problems, 144–145 defined, 395 for e-commerce store, 342–343 examples of, 139 generating on-the-fly, 140–142 limitations of, 142 overview of, 137–139 preventing 301 attacks with, 238 for print-friendly pages, 143 tips for, 139–140 URL consistency and, 53 for URLs containing session IDs, 148 ROI (return on investment), 395 ROW_NUMBER ( ) function, 346 [RP] option, of rewrite rule, 123 RSS (web feed standard based on XML) for blogs, 245 creating feeds, 186–191 defined, 395 overview of, 184–186 syndicating feeds, 189 RSS Toolkit, 186–193 rules regular expression, 64 rewriting ID-free URLs, 90–94 URL rewriting, 54, 58–59 S sandbox effect, 34–35 Sanitize.cs, 226–230 sanitizeHTML ( ) function, 229 SaveAffiliate( ) method, UrlTools class, 150–153 Scalable Inman Flash Replacement (sIFR) method, 165 scraper sites, 245 screen scraping, 395 search engine marketing (SEM), 212, 395 search engine optimization. See SEO (search engine optimization), basics; SEO (search engine optimization), getting started Search Engine Optimization An Hour a Day (Grappone and Couzin), 41 search engine results pages. See SERPs (search engine results pages) search engine results pages (SERPs), 24, 212–213, 396 search engine sitemaps, 244–245, 352 Search Engine Visibility, 2nd Edition (Thurow), 4 Search Status, 41–42 Secure Hash Algorithm (SHA), 237 security black hat SEO and, 215 preventing HTML insertion attacks, 216–220 preventing SQL insertion attacks, 215–216 robots.txt not a form of, 137 SQL Server, 16–17 SELECT query, 346, 395 SEM (search engine marketing), 212, 395 semantic relationships, among links, 33 SEO (search engine optimization), basics, 21–43 accessibility, 24–25 avoiding potential penalties, 34–36 blogs and resources, 43 browser plug-ins, 41–42 community forums, 42 goal of, 22 Google PageRank, 23–24 introduction to, 21–22 link equity, 22–23 market research, 37–40 ranking factors, external, 31–34 ranking factors, on-page, 25–29 ranking factors, time-based, 30 researching keywords, 40 resources and tools, 36–37 usability, 24–25 SEO (search engine optimization), getting started, 1–19 creating seoasp SQL Server database, 15–19 creating seoasp web application, 12–15 creating seoasp web site, 10–12 defined, 395 how this book came about, 2–3 installing IIS, 8–9 installing SQL Server Express Edition, 7–8 installing SQL Server Management Studio Express, 8 installing Visual Web Developer 2005 Express Edition, 6–7 overview of, 1–2 site architecture and, 4–6 what you need to learn, 3–4 SEO copywriting, 27, 395 SEO for Firefox, 42 seoasp web site creating application, 12–15 creating seoasp SQL Server database, 15–19 preparing, 10–12 seoasp.css file, 207 SeoData.cs file, 125 SERPs (search engine results pages), 24, 212–213, 396 ServerError.aspx, 116–117, 119, 343–344 session IDs, 146–148, 355 SHA (Secure Hash Algorithm), 237 sIFR (Scalable Inman Flash Replacement) method, 165–170 SimpleCaptcha.ascx control, 232–235, 236 site architecture. See architecture, site Sitemap.ashx, 249–254 sitemaps, 243–256 defined, 396 generating programmatically, 249–254 informing Google about updates to, 247–248 search engine, 244–245 site enhancement using, 352 sitemaps.org standard, 248–249 traditional, 243–244 using Google, 245–247 using Yahoo!, 247 407 sitemaps Index 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 407 sitemaps.org standard, 248–249 social bookmarking, 194–209 creating library, 195–201 defined, 396 infrastructure supporting, 201–203 overview of, 194–195 site enhancement using, 354 Social struct, 201–203 SocialCollection class, 203–206 SocialIcons.ascx, 206–209 Social struct, 201–203 SocialCollection class, 203–206 SocialIcons.ascx, 201–202, 206–209 software, updating third-party, 215 Spam (search engine) defined, 396 foreign language, 305 as ranking factor, 24, 34 using nofollow to mitigate, 221 Spider Simulator tool, 6 spider traps defined, 396 removing with cloaking, 213 URL parameters resulting in, 3 spidering anchor tags and, 157 chained redirects slowing down site, 110 defined, 396 frames-based sites and, 175 sitemaps and, 244 SpiderMatch enum, 270, 285 spiders chained redirects slowing down, 110 defined, 396 designing and testing for, 5–6 employing cloaking to detect, 156 excluding popups from view of, 159 excluding using robots meta tag, 136 frequently visiting robots.txt files, 137 JavaScript links and, 157 URL-based session management and, 146 split testing, SEO-aware, 310–312 spoofing, 396 SQL (Structured Query Language) defined, 396 implementing and testing cloaking libraries, 274 keeping code in stored procedures, 272 preventing insertion attacks, 215–216 T-SQL, 396–397 SQL Server 2005 Service Pack 2, 8 creating seoasp database, 15–19 defined, 396 Express Edition, 6–8 implementing paging, 346 SQL Server Management Studio Express defined, 6 e-commerce store database using, 322–324 geo-targeting using, 294 installing, 8 seoasp database using, 15–19 SQL Server Security Distilled (Curlingstone), 216 SQL Server Security (McGraw-Hill Osborne Media), 216 SqlCommand defined, 288 implementing cloaking, 287, 289 overview of, 288–289 SqlConnection, 288 SqlParameter, 288 standards compliance, 34 Start Debugging command, 14 static class members, 103 static constructors, 181 static members, 181 static URLs maintaining consistency, 52 mapping to dynamic URLs, 49 in numeric URL rewriting, 51 overview of, 48 status codes. See HTTP status codes Stewart Rosenberger's text replacement method, 165, 170–171 stored procedures building e-commerce store, 324–326 defined, 396 implementing geo-targeting, 293 keeping SQL code in, 272 modifying, 274–275 reading data in tables, 345–346 streaming media, rewriting files, 96–98 structs, 201–202 Structured Query Language. See SQL (Structured Query Language) supplemental indexes defined, 396 duplicate content placed in, 134 overview of, 35–36 .SWF, 396 symmetric encryption, 396 System.NET namespace, 313 T the table trick, 172–174 tables building e-commerce store, 322–324 copy prominence and, 172–175 relationships between database, 345 technical issues, 307–318 changing hosting providers, 308 cross-linking, 309–310 detecting broken links, 312–318 SEO-aware split testing, 310–312 unreliable web hosting or DNS, 307–308 templates, supported by Repeater, 348–349 temporal split testing, 312 test ( ) method, 362 Tested Advertising Methods, 5th Edition (Caples and Hahn), 4 TestMarkup.aspx, 179–180 text, anchor, 32, 390 Text Link Ads, 353 408 sitemaps.org standard 31473bindex.qxd:WroxPro 7/30/07 9:20 PM Page 408 Text Link Brokers, 353 text patterns, regular expressions, 64–65 text replacement overview of, 165 sIFR method, 166–170 Stewart Rosenberger's method, 170–171 The Search Engine Marketing Kit (Thies), 136, 144–145, 212 301 redirects with ASP .NET and IIS, 123–124 building e-commerce store, 330–332 defined, 389 overview of, 109–112 for parameterized affiliate URLs, 149–150 preventing attacks with, 237–239 URL correction using, 124–130 302 redirects 302 hijacking, 112 defined, 389 overview of, 109–112 time-based ranking factors, 30 timestamps, 244 title attribute, 29 <title> tag, 26–27 tradgothic.swf file, 166 traditional sitemaps, 243–244, 352 trailing slashes, 53 TrustRank, 24 T-SQL (Transact-SQL), 396–397 200 web server status code, 108–109, 389 U ? metacharacter, 67 UPDATE command, 397 UpdateAll ( ) method, Cloak class defined, 271 implementing cloaking, 281–283 overview of, 289–290 updates informing Google about sitemap, 249–254 third-party software, 215 UpperL.html sample document, 359–362 UpperL.txt sample document, 358–359 URL canonicalization, 131–132, 146 URL correction, 124–130 URL equity, 22–23 URL migration, 5, 22–23 Url property, Social struct, 202–203 URL-based session IDs, 146–148 UrlRewriter.NET, 76–82 generating sitemaps, 249–250 installing and using, 77–80 redirecting using, 123–124 rewriting image files, 96–98 rewriting numeric and keyword-rich URLs, 80–82 URL correction using, 127 UrlRewriting.NET, 75 URLs, 45–106 accented letters and, 301 duplicate content and, 49 dynamic, 48–51 enabling auto-correction, 341 examining for problems, 355 keywords in page, 27–28 maintaining consistency, 52–53 placing relevant keywords in, 46–47 redirecting parameterized affiliate, 149–150 static, 48 URLs, rewriting, 53–105 with ASP .NET, 75–76 building link factory, 98–104 cautions, 105 creating own code for, 82–83 defined, 49, 397 handling postbacks correctly, 84–86 ID-free. See ID-free URLs, rewriting with IIS and ISAPI_Rewrite, 55–64 images and streaming media, 96–98 keyword-rich, 51, 72–74 numeric, 51, 69–72 overview of, 53–55 problems not solved by, 104–105 with UrlRewriter.NET, 76–82 using absolute paths and ~/, 86–87 using regular expressions, 64–69 UrlTools class, 129, 150–153 UrlTools.cs file, 125–127, 330–332 usability, 24–25, 397 User Account Control, 12, 15 user agent, 138–141, 266, 397 users sanitizing input from, 225–230 SQL Server authentication, 17–19 V Validate function, JavaScript, 362 validation, as ranking factor, 34 validator control, 397 value types, structs as, 202 vandenkeere.swf file, 166 VB.NET (Visual Basic.NET), 397 Viagra Prank, 259 View HTTP Headers, 42 ViewState, 174–175, 397 viral marketing, 397 virtual hosts, 308, 310 virtual methods, 189 visible on-page ranking factors, 26–28 Visual Basic.NET (VB.NET), 397 Visual Web Developer 2005 Express Edition, 6–7, 12, 234–235 W W3C Markup Validation Service, 34 web analytics, 36–37, 397 web clients, 397 Web Developer Extension, 42 web feeds creating RSS feeds, 186–191 409 web feeds Index 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 409 web feeds (continued) defined, 397 other sources of syndicated content, 194 overview of, 183–184 RSS and Atom formats, 184–186 site enhancement using, 352 syndicating RSS feeds, 191–193 Web Forms adding to e-commerce store, 343–344 defined, 398 handling postbacks by updating, 86 web hosting unreliable, 307–308 using UrlRewriter.NET with, 82 web logs. See blogs web servers, 301, 398 web services, 194 web sites common fixes and enhancements, 351–356 penalized, 34–36 ranking age of, 30 web spiders. See spiders web syndication defined, 398 other sources of, 194 overview of, 184 of RSS feeds, 191–193 using RSS vs. Atom formats, 184–186 web tools, interactive, 259 Web User Controls creating CAPTCHA images as, 230–236 defined, 398 how they work, 236–237 web.config, 397 WebHosting talk, 307 What You See Is What You Get (WYSIWYG) editors, for HTML, 171 white hat, 212, 398 WHOIS tool, 309 wildcard matching, 138–139, 142 Windows 2000 Server, configuring IIS, 76 Windows 2003 Server, configuring IIS, 76 Windows Authentication, 10–11, 16–17 Windows Vista creating seoasp application, 12–15 installing IIS under, 9 installing SQL Server 2005 Service Pack 2 for, 8 preparing seoasp web site, 10–11 rewriting numeric and keyword-rich URLs using, 80 User Account Control, 15 Windows XP configuring IIS on, 76 creating seoasp application, 12–15 installing IIS under, 8 preparing seoasp application, 12 WordPress, 398 Wordtracker, 40–41 WYSIWYG (What You See Is What You Get) editors, for HTML, 171 X XML (Extensible Markup Language), 245–247, 392, 398 XmlReader class, 254 XmlWriter class, 254 Y Yahoo! Application ID, 248 creating sitemaps programmatically, 249–254 plaintext sitemaps standard, 247 sandbox effect on, 35 Search Marketing Keyword Tool, 40–41 Site Explore, 38–39 Yahoo Directory, 352 Z zero occurences, matching, 378–380 410 web feeds (continued) 31473bindex.qxd:WroxPro 7/30/07 4:52 PM Page 410 </div> </li> </ul> <ul class="box1" name="download" id="download"> <li class="header">下载地址 <span style="font-size:12px">(推荐使用迅雷下载地址，速度快，支持断点续传)</span></li> <li class="body" id="hot_q"> <!--<script src="https://pstatic.xunlei.com/js/webThunderDetect.js" type="text/javascript"></script> <img src="/images/save.png" alt="免费下载" border="0" align="absmiddle" /> <a href="#" thunderHref="thunder://QUFodHRwOi8vd3d3Lmd1YW5kYW5nLm5ldC9kb3duLmFzcHg/aWQ9NDY5MjYxMiZmcm9tPXRodW5kZXJaWg==" thunderPid="128032" thunderType="" thunderResTitle="" onClick="return OnDownloadClick_Simple(this,2,4)" oncontextmenu="ThunderNetwork_SetHref(this)" class="thundera">迅雷专用高速下载</a> <div><script 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