Measuring and improving Search Engine Optimization is something every developer building a public-facing web-site needs to think about and focus on. A large % of traffic to sites now comes directly from search engines, and improving your site’s search relevancy will lead to more users visiting your site from search engine queries. This can directly or indirectly increase the money you make through your site. The techniques work equally well with both ASP.NET Web Forms and ASP.NET MVC based sites. They also works with all versions of ASP.NET (and even work with non-ASP.NET content). If you haven’t already, download and use the SEO Toolkit to analyze the SEO of your sites today. New URL Routing features in ASP.NET MVC and ASP.NET Web Forms 4 make it much easier to build applications that have more control over the URLs that are published. Tools like the URL Rewrite Extension make it much easier to improve the URLs that are published from sites you already have built today – without requiring you to change a lot of code. The URL Rewrite Extension provides a bunch of additional great capabilities – far beyond just SEO.