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  • 256 Windows Azure Worker Roles, Windows Kinect and a 90's Text-Based Ray-Tracer

    - by Alan Smith
    For a couple of years I have been demoing a simple render farm hosted in Windows Azure using worker roles and the Azure Storage service. At the start of the presentation I deploy an Azure application that uses 16 worker roles to render a 1,500 frame 3D ray-traced animation. At the end of the presentation, when the animation was complete, I would play the animation delete the Azure deployment. The standing joke with the audience was that it was that it was a “$2 demo”, as the compute charges for running the 16 instances for an hour was $1.92, factor in the bandwidth charges and it’s a couple of dollars. The point of the demo is that it highlights one of the great benefits of cloud computing, you pay for what you use, and if you need massive compute power for a short period of time using Windows Azure can work out very cost effective. The “$2 demo” was great for presenting at user groups and conferences in that it could be deployed to Azure, used to render an animation, and then removed in a one hour session. I have always had the idea of doing something a bit more impressive with the demo, and scaling it from a “$2 demo” to a “$30 demo”. The challenge was to create a visually appealing animation in high definition format and keep the demo time down to one hour.  This article will take a run through how I achieved this. Ray Tracing Ray tracing, a technique for generating high quality photorealistic images, gained popularity in the 90’s with companies like Pixar creating feature length computer animations, and also the emergence of shareware text-based ray tracers that could run on a home PC. In order to render a ray traced image, the ray of light that would pass from the view point must be tracked until it intersects with an object. At the intersection, the color, reflectiveness, transparency, and refractive index of the object are used to calculate if the ray will be reflected or refracted. Each pixel may require thousands of calculations to determine what color it will be in the rendered image. Pin-Board Toys Having very little artistic talent and a basic understanding of maths I decided to focus on an animation that could be modeled fairly easily and would look visually impressive. I’ve always liked the pin-board desktop toys that become popular in the 80’s and when I was working as a 3D animator back in the 90’s I always had the idea of creating a 3D ray-traced animation of a pin-board, but never found the energy to do it. Even if I had a go at it, the render time to produce an animation that would look respectable on a 486 would have been measured in months. PolyRay Back in 1995 I landed my first real job, after spending three years being a beach-ski-climbing-paragliding-bum, and was employed to create 3D ray-traced animations for a CD-ROM that school kids would use to learn physics. I had got into the strange and wonderful world of text-based ray tracing, and was using a shareware ray-tracer called PolyRay. PolyRay takes a text file describing a scene as input and, after a few hours processing on a 486, produced a high quality ray-traced image. The following is an example of a basic PolyRay scene file. background Midnight_Blue   static define matte surface { ambient 0.1 diffuse 0.7 } define matte_white texture { matte { color white } } define matte_black texture { matte { color dark_slate_gray } } define position_cylindrical 3 define lookup_sawtooth 1 define light_wood <0.6, 0.24, 0.1> define median_wood <0.3, 0.12, 0.03> define dark_wood <0.05, 0.01, 0.005>     define wooden texture { noise surface { ambient 0.2  diffuse 0.7  specular white, 0.5 microfacet Reitz 10 position_fn position_cylindrical position_scale 1  lookup_fn lookup_sawtooth octaves 1 turbulence 1 color_map( [0.0, 0.2, light_wood, light_wood] [0.2, 0.3, light_wood, median_wood] [0.3, 0.4, median_wood, light_wood] [0.4, 0.7, light_wood, light_wood] [0.7, 0.8, light_wood, median_wood] [0.8, 0.9, median_wood, light_wood] [0.9, 1.0, light_wood, dark_wood]) } } define glass texture { surface { ambient 0 diffuse 0 specular 0.2 reflection white, 0.1 transmission white, 1, 1.5 }} define shiny surface { ambient 0.1 diffuse 0.6 specular white, 0.6 microfacet Phong 7  } define steely_blue texture { shiny { color black } } define chrome texture { surface { color white ambient 0.0 diffuse 0.2 specular 0.4 microfacet Phong 10 reflection 0.8 } }   viewpoint {     from <4.000, -1.000, 1.000> at <0.000, 0.000, 0.000> up <0, 1, 0> angle 60     resolution 640, 480 aspect 1.6 image_format 0 }       light <-10, 30, 20> light <-10, 30, -20>   object { disc <0, -2, 0>, <0, 1, 0>, 30 wooden }   object { sphere <0.000, 0.000, 0.000>, 1.00 chrome } object { cylinder <0.000, 0.000, 0.000>, <0.000, 0.000, -4.000>, 0.50 chrome }   After setting up the background and defining colors and textures, the viewpoint is specified. The “camera” is located at a point in 3D space, and it looks towards another point. The angle, image resolution, and aspect ratio are specified. Two lights are present in the image at defined coordinates. The three objects in the image are a wooden disc to represent a table top, and a sphere and cylinder that intersect to form a pin that will be used for the pin board toy in the final animation. When the image is rendered, the following image is produced. The pins are modeled with a chrome surface, so they reflect the environment around them. Note that the scale of the pin shaft is not correct, this will be fixed later. Modeling the Pin Board The frame of the pin-board is made up of three boxes, and six cylinders, the front box is modeled using a clear, slightly reflective solid, with the same refractive index of glass. The other shapes are modeled as metal. object { box <-5.5, -1.5, 1>, <5.5, 5.5, 1.2> glass } object { box <-5.5, -1.5, -0.04>, <5.5, 5.5, -0.09> steely_blue } object { box <-5.5, -1.5, -0.52>, <5.5, 5.5, -0.59> steely_blue } object { cylinder <-5.2, -1.2, 1.4>, <-5.2, -1.2, -0.74>, 0.2 steely_blue } object { cylinder <5.2, -1.2, 1.4>, <5.2, -1.2, -0.74>, 0.2 steely_blue } object { cylinder <-5.2, 5.2, 1.4>, <-5.2, 5.2, -0.74>, 0.2 steely_blue } object { cylinder <5.2, 5.2, 1.4>, <5.2, 5.2, -0.74>, 0.2 steely_blue } object { cylinder <0, -1.2, 1.4>, <0, -1.2, -0.74>, 0.2 steely_blue } object { cylinder <0, 5.2, 1.4>, <0, 5.2, -0.74>, 0.2 steely_blue }   In order to create the matrix of pins that make up the pin board I used a basic console application with a few nested loops to create two intersecting matrixes of pins, which models the layout used in the pin boards. The resulting image is shown below. The pin board contains 11,481 pins, with the scene file containing 23,709 lines of code. For the complete animation 2,000 scene files will be created, which is over 47 million lines of code. Each pin in the pin-board will slide out a specific distance when an object is pressed into the back of the board. This is easily modeled by setting the Z coordinate of the pin to a specific value. In order to set all of the pins in the pin-board to the correct position, a bitmap image can be used. The position of the pin can be set based on the color of the pixel at the appropriate position in the image. When the Windows Azure logo is used to set the Z coordinate of the pins, the following image is generated. The challenge now was to make a cool animation. The Azure Logo is fine, but it is static. Using a normal video to animate the pins would not work; the colors in the video would not be the same as the depth of the objects from the camera. In order to simulate the pin board accurately a series of frames from a depth camera could be used. Windows Kinect The Kenect controllers for the X-Box 360 and Windows feature a depth camera. The Kinect SDK for Windows provides a programming interface for Kenect, providing easy access for .NET developers to the Kinect sensors. The Kinect Explorer provided with the Kinect SDK is a great starting point for exploring Kinect from a developers perspective. Both the X-Box 360 Kinect and the Windows Kinect will work with the Kinect SDK, the Windows Kinect is required for commercial applications, but the X-Box Kinect can be used for hobby projects. The Windows Kinect has the advantage of providing a mode to allow depth capture with objects closer to the camera, which makes for a more accurate depth image for setting the pin positions. Creating a Depth Field Animation The depth field animation used to set the positions of the pin in the pin board was created using a modified version of the Kinect Explorer sample application. In order to simulate the pin board accurately, a small section of the depth range from the depth sensor will be used. Any part of the object in front of the depth range will result in a white pixel; anything behind the depth range will be black. Within the depth range the pixels in the image will be set to RGB values from 0,0,0 to 255,255,255. A screen shot of the modified Kinect Explorer application is shown below. The Kinect Explorer sample application was modified to include slider controls that are used to set the depth range that forms the image from the depth stream. This allows the fine tuning of the depth image that is required for simulating the position of the pins in the pin board. The Kinect Explorer was also modified to record a series of images from the depth camera and save them as a sequence JPEG files that will be used to animate the pins in the animation the Start and Stop buttons are used to start and stop the image recording. En example of one of the depth images is shown below. Once a series of 2,000 depth images has been captured, the task of creating the animation can begin. Rendering a Test Frame In order to test the creation of frames and get an approximation of the time required to render each frame a test frame was rendered on-premise using PolyRay. The output of the rendering process is shown below. The test frame contained 23,629 primitive shapes, most of which are the spheres and cylinders that are used for the 11,800 or so pins in the pin board. The 1280x720 image contains 921,600 pixels, but as anti-aliasing was used the number of rays that were calculated was 4,235,777, with 3,478,754,073 object boundaries checked. The test frame of the pin board with the depth field image applied is shown below. The tracing time for the test frame was 4 minutes 27 seconds, which means rendering the2,000 frames in the animation would take over 148 hours, or a little over 6 days. Although this is much faster that an old 486, waiting almost a week to see the results of an animation would make it challenging for animators to create, view, and refine their animations. It would be much better if the animation could be rendered in less than one hour. Windows Azure Worker Roles The cost of creating an on-premise render farm to render animations increases in proportion to the number of servers. The table below shows the cost of servers for creating a render farm, assuming a cost of $500 per server. Number of Servers Cost 1 $500 16 $8,000 256 $128,000   As well as the cost of the servers, there would be additional costs for networking, racks etc. Hosting an environment of 256 servers on-premise would require a server room with cooling, and some pretty hefty power cabling. The Windows Azure compute services provide worker roles, which are ideal for performing processor intensive compute tasks. With the scalability available in Windows Azure a job that takes 256 hours to complete could be perfumed using different numbers of worker roles. The time and cost of using 1, 16 or 256 worker roles is shown below. Number of Worker Roles Render Time Cost 1 256 hours $30.72 16 16 hours $30.72 256 1 hour $30.72   Using worker roles in Windows Azure provides the same cost for the 256 hour job, irrespective of the number of worker roles used. Provided the compute task can be broken down into many small units, and the worker role compute power can be used effectively, it makes sense to scale the application so that the task is completed quickly, making the results available in a timely fashion. The task of rendering 2,000 frames in an animation is one that can easily be broken down into 2,000 individual pieces, which can be performed by a number of worker roles. Creating a Render Farm in Windows Azure The architecture of the render farm is shown in the following diagram. The render farm is a hybrid application with the following components: ·         On-Premise o   Windows Kinect – Used combined with the Kinect Explorer to create a stream of depth images. o   Animation Creator – This application uses the depth images from the Kinect sensor to create scene description files for PolyRay. These files are then uploaded to the jobs blob container, and job messages added to the jobs queue. o   Process Monitor – This application queries the role instance lifecycle table and displays statistics about the render farm environment and render process. o   Image Downloader – This application polls the image queue and downloads the rendered animation files once they are complete. ·         Windows Azure o   Azure Storage – Queues and blobs are used for the scene description files and completed frames. A table is used to store the statistics about the rendering environment.   The architecture of each worker role is shown below.   The worker role is configured to use local storage, which provides file storage on the worker role instance that can be use by the applications to render the image and transform the format of the image. The service definition for the worker role with the local storage configuration highlighted is shown below. <?xml version="1.0" encoding="utf-8"?> <ServiceDefinition name="CloudRay" >   <WorkerRole name="CloudRayWorkerRole" vmsize="Small">     <Imports>     </Imports>     <ConfigurationSettings>       <Setting name="DataConnectionString" />     </ConfigurationSettings>     <LocalResources>       <LocalStorage name="RayFolder" cleanOnRoleRecycle="true" />     </LocalResources>   </WorkerRole> </ServiceDefinition>     The two executable programs, PolyRay.exe and DTA.exe are included in the Azure project, with Copy Always set as the property. PolyRay will take the scene description file and render it to a Truevision TGA file. As the TGA format has not seen much use since the mid 90’s it is converted to a JPG image using Dave's Targa Animator, another shareware application from the 90’s. Each worker roll will use the following process to render the animation frames. 1.       The worker process polls the job queue, if a job is available the scene description file is downloaded from blob storage to local storage. 2.       PolyRay.exe is started in a process with the appropriate command line arguments to render the image as a TGA file. 3.       DTA.exe is started in a process with the appropriate command line arguments convert the TGA file to a JPG file. 4.       The JPG file is uploaded from local storage to the images blob container. 5.       A message is placed on the images queue to indicate a new image is available for download. 6.       The job message is deleted from the job queue. 7.       The role instance lifecycle table is updated with statistics on the number of frames rendered by the worker role instance, and the CPU time used. The code for this is shown below. public override void Run() {     // Set environment variables     string polyRayPath = Path.Combine(Environment.GetEnvironmentVariable("RoleRoot"), PolyRayLocation);     string dtaPath = Path.Combine(Environment.GetEnvironmentVariable("RoleRoot"), DTALocation);       LocalResource rayStorage = RoleEnvironment.GetLocalResource("RayFolder");     string localStorageRootPath = rayStorage.RootPath;       JobQueue jobQueue = new JobQueue("renderjobs");     JobQueue downloadQueue = new JobQueue("renderimagedownloadjobs");     CloudRayBlob sceneBlob = new CloudRayBlob("scenes");     CloudRayBlob imageBlob = new CloudRayBlob("images");     RoleLifecycleDataSource roleLifecycleDataSource = new RoleLifecycleDataSource();       Frames = 0;       while (true)     {         // Get the render job from the queue         CloudQueueMessage jobMsg = jobQueue.Get();           if (jobMsg != null)         {             // Get the file details             string sceneFile = jobMsg.AsString;             string tgaFile = sceneFile.Replace(".pi", ".tga");             string jpgFile = sceneFile.Replace(".pi", ".jpg");               string sceneFilePath = Path.Combine(localStorageRootPath, sceneFile);             string tgaFilePath = Path.Combine(localStorageRootPath, tgaFile);             string jpgFilePath = Path.Combine(localStorageRootPath, jpgFile);               // Copy the scene file to local storage             sceneBlob.DownloadFile(sceneFilePath);               // Run the ray tracer.             string polyrayArguments =                 string.Format("\"{0}\" -o \"{1}\" -a 2", sceneFilePath, tgaFilePath);             Process polyRayProcess = new Process();             polyRayProcess.StartInfo.FileName =                 Path.Combine(Environment.GetEnvironmentVariable("RoleRoot"), polyRayPath);             polyRayProcess.StartInfo.Arguments = polyrayArguments;             polyRayProcess.Start();             polyRayProcess.WaitForExit();               // Convert the image             string dtaArguments =                 string.Format(" {0} /FJ /P{1}", tgaFilePath, Path.GetDirectoryName (jpgFilePath));             Process dtaProcess = new Process();             dtaProcess.StartInfo.FileName =                 Path.Combine(Environment.GetEnvironmentVariable("RoleRoot"), dtaPath);             dtaProcess.StartInfo.Arguments = dtaArguments;             dtaProcess.Start();             dtaProcess.WaitForExit();               // Upload the image to blob storage             imageBlob.UploadFile(jpgFilePath);               // Add a download job.             downloadQueue.Add(jpgFile);               // Delete the render job message             jobQueue.Delete(jobMsg);               Frames++;         }         else         {             Thread.Sleep(1000);         }           // Log the worker role activity.         roleLifecycleDataSource.Alive             ("CloudRayWorker", RoleLifecycleDataSource.RoleLifecycleId, Frames);     } }     Monitoring Worker Role Instance Lifecycle In order to get more accurate statistics about the lifecycle of the worker role instances used to render the animation data was tracked in an Azure storage table. The following class was used to track the worker role lifecycles in Azure storage.   public class RoleLifecycle : TableServiceEntity {     public string ServerName { get; set; }     public string Status { get; set; }     public DateTime StartTime { get; set; }     public DateTime EndTime { get; set; }     public long SecondsRunning { get; set; }     public DateTime LastActiveTime { get; set; }     public int Frames { get; set; }     public string Comment { get; set; }       public RoleLifecycle()     {     }       public RoleLifecycle(string roleName)     {         PartitionKey = roleName;         RowKey = Utils.GetAscendingRowKey();         Status = "Started";         StartTime = DateTime.UtcNow;         LastActiveTime = StartTime;         EndTime = StartTime;         SecondsRunning = 0;         Frames = 0;     } }     A new instance of this class is created and added to the storage table when the role starts. It is then updated each time the worker renders a frame to record the total number of frames rendered and the total processing time. These statistics are used be the monitoring application to determine the effectiveness of use of resources in the render farm. Rendering the Animation The Azure solution was deployed to Windows Azure with the service configuration set to 16 worker role instances. This allows for the application to be tested in the cloud environment, and the performance of the application determined. When I demo the application at conferences and user groups I often start with 16 instances, and then scale up the application to the full 256 instances. The configuration to run 16 instances is shown below. <?xml version="1.0" encoding="utf-8"?> <ServiceConfiguration serviceName="CloudRay" xmlns="http://schemas.microsoft.com/ServiceHosting/2008/10/ServiceConfiguration" osFamily="1" osVersion="*">   <Role name="CloudRayWorkerRole">     <Instances count="16" />     <ConfigurationSettings>       <Setting name="DataConnectionString"         value="DefaultEndpointsProtocol=https;AccountName=cloudraydata;AccountKey=..." />     </ConfigurationSettings>   </Role> </ServiceConfiguration>     About six minutes after deploying the application the first worker roles become active and start to render the first frames of the animation. The CloudRay Monitor application displays an icon for each worker role instance, with a number indicating the number of frames that the worker role has rendered. The statistics on the left show the number of active worker roles and statistics about the render process. The render time is the time since the first worker role became active; the CPU time is the total amount of processing time used by all worker role instances to render the frames.   Five minutes after the first worker role became active the last of the 16 worker roles activated. By this time the first seven worker roles had each rendered one frame of the animation.   With 16 worker roles u and running it can be seen that one hour and 45 minutes CPU time has been used to render 32 frames with a render time of just under 10 minutes.     At this rate it would take over 10 hours to render the 2,000 frames of the full animation. In order to complete the animation in under an hour more processing power will be required. Scaling the render farm from 16 instances to 256 instances is easy using the new management portal. The slider is set to 256 instances, and the configuration saved. We do not need to re-deploy the application, and the 16 instances that are up and running will not be affected. Alternatively, the configuration file for the Azure service could be modified to specify 256 instances.   <?xml version="1.0" encoding="utf-8"?> <ServiceConfiguration serviceName="CloudRay" xmlns="http://schemas.microsoft.com/ServiceHosting/2008/10/ServiceConfiguration" osFamily="1" osVersion="*">   <Role name="CloudRayWorkerRole">     <Instances count="256" />     <ConfigurationSettings>       <Setting name="DataConnectionString"         value="DefaultEndpointsProtocol=https;AccountName=cloudraydata;AccountKey=..." />     </ConfigurationSettings>   </Role> </ServiceConfiguration>     Six minutes after the new configuration has been applied 75 new worker roles have activated and are processing their first frames.   Five minutes later the full configuration of 256 worker roles is up and running. We can see that the average rate of frame rendering has increased from 3 to 12 frames per minute, and that over 17 hours of CPU time has been utilized in 23 minutes. In this test the time to provision 140 worker roles was about 11 minutes, which works out at about one every five seconds.   We are now half way through the rendering, with 1,000 frames complete. This has utilized just under three days of CPU time in a little over 35 minutes.   The animation is now complete, with 2,000 frames rendered in a little over 52 minutes. The CPU time used by the 256 worker roles is 6 days, 7 hours and 22 minutes with an average frame rate of 38 frames per minute. The rendering of the last 1,000 frames took 16 minutes 27 seconds, which works out at a rendering rate of 60 frames per minute. The frame counts in the server instances indicate that the use of a queue to distribute the workload has been very effective in distributing the load across the 256 worker role instances. The first 16 instances that were deployed first have rendered between 11 and 13 frames each, whilst the 240 instances that were added when the application was scaled have rendered between 6 and 9 frames each.   Completed Animation I’ve uploaded the completed animation to YouTube, a low resolution preview is shown below. Pin Board Animation Created using Windows Kinect and 256 Windows Azure Worker Roles   The animation can be viewed in 1280x720 resolution at the following link: http://www.youtube.com/watch?v=n5jy6bvSxWc Effective Use of Resources According to the CloudRay monitor statistics the animation took 6 days, 7 hours and 22 minutes CPU to render, this works out at 152 hours of compute time, rounded up to the nearest hour. As the usage for the worker role instances are billed for the full hour, it may have been possible to render the animation using fewer than 256 worker roles. When deciding the optimal usage of resources, the time required to provision and start the worker roles must also be considered. In the demo I started with 16 worker roles, and then scaled the application to 256 worker roles. It would have been more optimal to start the application with maybe 200 worker roles, and utilized the full hour that I was being billed for. This would, however, have prevented showing the ease of scalability of the application. The new management portal displays the CPU usage across the worker roles in the deployment. The average CPU usage across all instances is 93.27%, with over 99% used when all the instances are up and running. This shows that the worker role resources are being used very effectively. Grid Computing Scenarios Although I am using this scenario for a hobby project, there are many scenarios where a large amount of compute power is required for a short period of time. Windows Azure provides a great platform for developing these types of grid computing applications, and can work out very cost effective. ·         Windows Azure can provide massive compute power, on demand, in a matter of minutes. ·         The use of queues to manage the load balancing of jobs between role instances is a simple and effective solution. ·         Using a cloud-computing platform like Windows Azure allows proof-of-concept scenarios to be tested and evaluated on a very low budget. ·         No charges for inbound data transfer makes the uploading of large data sets to Windows Azure Storage services cost effective. (Transaction charges still apply.) Tips for using Windows Azure for Grid Computing Scenarios I found the implementation of a render farm using Windows Azure a fairly simple scenario to implement. I was impressed by ease of scalability that Azure provides, and by the short time that the application took to scale from 16 to 256 worker role instances. In this case it was around 13 minutes, in other tests it took between 10 and 20 minutes. The following tips may be useful when implementing a grid computing project in Windows Azure. ·         Using an Azure Storage queue to load-balance the units of work across multiple worker roles is simple and very effective. The design I have used in this scenario could easily scale to many thousands of worker role instances. ·         Windows Azure accounts are typically limited to 20 cores. If you need to use more than this, a call to support and a credit card check will be required. ·         Be aware of how the billing model works. You will be charged for worker role instances for the full clock our in which the instance is deployed. Schedule the workload to start just after the clock hour has started. ·         Monitor the utilization of the resources you are provisioning, ensure that you are not paying for worker roles that are idle. ·         If you are deploying third party applications to worker roles, you may well run into licensing issues. Purchasing software licenses on a per-processor basis when using hundreds of processors for a short time period would not be cost effective. ·         Third party software may also require installation onto the worker roles, which can be accomplished using start-up tasks. Bear in mind that adding a startup task and possible re-boot will add to the time required for the worker role instance to start and activate. An alternative may be to use a prepared VM and use VM roles. ·         Consider using the Windows Azure Autoscaling Application Block (WASABi) to autoscale the worker roles in your application. When using a large number of worker roles, the utilization must be carefully monitored, if the scaling algorithms are not optimal it could get very expensive!

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  • Tip/Trick: Fix Common SEO Problems Using the URL Rewrite Extension

    - by ScottGu
    Search engine optimization (SEO) is important for any publically facing web-site.  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. This blog post covers how you can use the free Microsoft URL Rewrite Extension to fix a bunch of common SEO problems that your site might have.  It takes less than 15 minutes (and no code changes) to apply 4 simple URL Rewrite rules to your site, and in doing so cause search engines to drive more visitors and traffic to your site.  The techniques below 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). [In addition to blogging, I am also now using Twitter for quick updates and to share links. Follow me at: twitter.com/scottgu] Measuring the SEO of your website with the Microsoft SEO Toolkit A few months ago I blogged about the free SEO Toolkit that we’ve shipped.  This useful tool enables you to automatically crawl/scan your site for SEO correctness, and it then flags any SEO issues it finds.  I highly recommend downloading and using the tool against any public site you work on.  It makes it easy to spot SEO issues you might have in your site, and pinpoint ways to optimize it further. Below is a simple example of a report I ran against one of my sites (www.scottgu.com) prior to applying the URL Rewrite rules I’ll cover later in this blog post:   Search Relevancy and URL Splitting Two of the important things that search engines evaluate when assessing your site’s “search relevancy” are: How many other sites link to your content.  Search engines assume that if a lot of people around the web are linking to your content, then it is likely useful and so weight it higher in relevancy. The uniqueness of the content it finds on your site.  If search engines find that the content is duplicated in multiple places around the Internet (or on multiple URLs on your site) then it is likely to drop the relevancy of the content. One of the things you want to be very careful to avoid when building public facing sites is to not allow different URLs to retrieve the same content within your site.  Doing so will hurt with both of the situations above.  In particular, allowing external sites to link to the same content with multiple URLs will cause your link-count and page-ranking to be split up across those different URLs (and so give you a smaller page rank than what it would otherwise be if it was just one URL).  Not allowing external sites to link to you in different ways sounds easy in theory – but you might wonder what exactly this means in practice and how you avoid it. 4 Really Common SEO Problems Your Sites Might Have Below are 4 really common scenarios that can cause your site to inadvertently expose multiple URLs for the same content.  When this happens external sites linking to yours will end up splitting their page links across multiple URLs - and as a result cause you to have a lower page ranking with search engines than you deserve. SEO Problem #1: Default Document IIS (and other web servers) supports the concept of a “default document”.  This allows you to avoid having to explicitly specify the page you want to serve at either the root of the web-site/application, or within a sub-directory.  This is convenient – but means that by default this content is available via two different publically exposed URLs (which is bad).  For example: http://scottgu.com/ http://scottgu.com/default.aspx SEO Problem #2: Different URL Casings Web developers often don’t realize URLs are case sensitive to search engines on the web.  This means that search engines will treat the following links as two completely different URLs: http://scottgu.com/Albums.aspx http://scottgu.com/albums.aspx SEO Problem #3: Trailing Slashes Consider the below two URLs – they might look the same at first, but they are subtly different. The trailing slash creates yet another situation that causes search engines to treat the URLs as different and so split search rankings: http://scottgu.com http://scottgu.com/ SEO Problem #4: Canonical Host Names Sometimes sites support scenarios where they support a web-site with both a leading “www” hostname prefix as well as just the hostname itself.  This causes search engines to treat the URLs as different and split search rankling: http://scottgu.com/albums.aspx/ http://www.scottgu.com/albums.aspx/ How to Easily Fix these SEO Problems in 10 minutes (or less) using IIS Rewrite If you haven’t been careful when coding your sites, chances are you are suffering from one (or more) of the above SEO problems.  Addressing these issues will improve your search engine relevancy ranking and drive more traffic to your site. The “good news” is that fixing the above 4 issues is really easy using the URL Rewrite Extension.  This is a completely free Microsoft extension available for IIS 7.x (on Windows Server 2008, Windows Server 2008 R2, Windows 7 and Windows Vista).  The great thing about using the IIS Rewrite extension is that it allows you to fix the above problems *without* having to change any code within your applications.  You can easily install the URL Rewrite Extension in under 3 minutes using the Microsoft Web Platform Installer (a free tool we ship that automates setting up web servers and development machines).  Just click the green “Install Now” button on the URL Rewrite Spotlight page to install it on your Windows Server 2008, Windows 7 or Windows Vista machine: Once installed you’ll find that a new “URL Rewrite” icon is available within the IIS 7 Admin Tool: Double-clicking the icon will open up the URL Rewrite admin panel – which will display the list of URL Rewrite rules configured for a particular application or site: Notice that our rewrite rule list above is currently empty (which is the default when you first install the extension).  We can click the “Add Rule…” link button in the top-right of the panel to add and enable new URL Rewriting logic for our site.  Scenario 1: Handling Default Document Scenarios One of the SEO problems I discussed earlier in this post was the scenario where the “default document” feature of IIS causes you to inadvertently expose two URLs for the same content on your site.  For example: http://scottgu.com/ http://scottgu.com/default.aspx We can fix this by adding a new IIS Rewrite rule that automatically redirects anyone who navigates to the second URL to instead go to the first one.  We will setup the HTTP redirect to be a “permanent redirect” – which will indicate to search engines that they should follow the redirect and use the new URL they are redirected to as the identifier of the content they retrieve.  Let’s look at how we can create such a rule.  We’ll begin by clicking the “Add Rule” link in the screenshot above.  This will cause the below dialog to display: We’ll select the “Blank Rule” template within the “Inbound rules” section to create a new custom URL Rewriting rule.  This will display an empty pane like below: Don’t worry – setting up the above rule is easy.  The following 4 steps explain how to do so: Step 1: Name the Rule Our first step will be to name the rule we are creating.  Naming it with a descriptive name will make it easier to find and understand later.  Let’s name this rule our “Default Document URL Rewrite” rule: Step 2: Setup the Regular Expression that Matches this Rule Our second step will be to specify a regular expression filter that will cause this rule to execute when an incoming URL matches the regex pattern.   Don’t worry if you aren’t good with regular expressions - I suck at them too. The trick is to know someone who is good at them or copy/paste them from a web-site.  Below we are going to specify the following regular expression as our pattern rule: (.*?)/?Default\.aspx$ This pattern will match any URL string that ends with Default.aspx. The "(.*?)" matches any preceding character zero or more times. The "/?" part says to match the slash symbol zero or one times. The "$" symbol at the end will ensure that the pattern will only match strings that end with Default.aspx.  Combining all these regex elements allows this rule to work not only for the root of your web site (e.g. http://scottgu.com/default.aspx) but also for any application or subdirectory within the site (e.g. http://scottgu.com/photos/default.aspx.  Because the “ignore case” checkbox is selected it will match both “Default.aspx” as well as “default.aspx” within the URL.   One nice feature built-into the rule editor is a “Test pattern” button that you can click to bring up a dialog that allows you to test out a few URLs with the rule you are configuring: Above I've added a “products/default.aspx” URL and clicked the “Test” button.  This will give me immediate feedback on whether the rule will execute for it.  Step 3: Setup a Permanent Redirect Action We’ll then setup an action to occur when our regular expression pattern matches the incoming URL: In the dialog above I’ve changed the “Action Type” drop down to be a “Redirect” action.  The “Redirect Type” will be a HTTP 301 Permanent redirect – which means search engines will follow it. I’ve also set the “Redirect URL” property to be: {R:1}/ This indicates that we want to redirect the web client requesting the original URL to a new URL that has the originally requested URL path - minus the "Default.aspx" in it.  For example, requests for http://scottgu.com/default.aspx will be redirected to http://scottgu.com/, and requests for http://scottgu.com/photos/default.aspx will be redirected to http://scottgu.com/photos/ The "{R:N}" regex construct, where N >= 0, is called a back-reference and N is the back-reference index. In the case of our pattern "(.*?)/?Default\.aspx$", if the input URL is "products/Default.aspx" then {R:0} will contain "products/Default.aspx" and {R:1} will contain "products".  We are going to use this {R:1}/ value to be the URL we redirect users to.  Step 4: Apply and Save the Rule Our final step is to click the “Apply” button in the top right hand of the IIS admin tool – which will cause the tool to persist the URL Rewrite rule into our application’s root web.config file (under a <system.webServer/rewrite> configuration section): <configuration>     <system.webServer>         <rewrite>             <rules>                 <rule name="Default Document" stopProcessing="true">                     <match url="(.*?)/?Default\.aspx$" />                     <action type="Redirect" url="{R:1}/" />                 </rule>             </rules>         </rewrite>     </system.webServer> </configuration> Because IIS 7.x and ASP.NET share the same web.config files, you can actually just copy/paste the above code into your web.config files using Visual Studio and skip the need to run the admin tool entirely.  This also makes adding/deploying URL Rewrite rules with your ASP.NET applications really easy. Step 5: Try the Rule Out Now that we’ve saved the rule, let’s try it out on our site.  Try the following two URLs on my site: http://scottgu.com/ http://scottgu.com/default.aspx Notice that the second URL automatically redirects to the first one.  Because it is a permanent redirect, search engines will follow the URL and should update the page ranking of http://scottgu.com to include links to http://scottgu.com/default.aspx as well. Scenario 2: Different URL Casing Another common SEO problem I discussed earlier in this post is that URLs are case sensitive to search engines on the web.  This means that search engines will treat the following links as two completely different URLs: http://scottgu.com/Albums.aspx http://scottgu.com/albums.aspx We can fix this by adding a new IIS Rewrite rule that automatically redirects anyone who navigates to the first URL to instead go to the second (all lower-case) one.  Like before, we will setup the HTTP redirect to be a “permanent redirect” – which will indicate to search engines that they should follow the redirect and use the new URL they are redirected to as the identifier of the content they retrieve. To create such a rule we’ll click the “Add Rule” link in the URL Rewrite admin tool again.  This will cause the “Add Rule” dialog to appear again: Unlike the previous scenario (where we created a “Blank Rule”), with this scenario we can take advantage of a built-in “Enforce lowercase URLs” rule template.  When we click the “ok” button we’ll see the following dialog which asks us if we want to create a rule that enforces the use of lowercase letters in URLs: When we click the “Yes” button we’ll get a pre-written rule that automatically performs a permanent redirect if an incoming URL has upper-case characters in it – and automatically send users to a lower-case version of the URL: We can click the “Apply” button to use this rule “as-is” and have it apply to all incoming URLs to our site.  Because my www.scottgu.com site uses ASP.NET Web Forms, I’m going to make one small change to the rule we generated above – which is to add a condition that will ensure that URLs to ASP.NET’s built-in “WebResource.axd” handler are excluded from our case-sensitivity URL Rewrite logic.  URLs to the WebResource.axd handler will only come from server-controls emitted from my pages – and will never be linked to from external sites.  While my site will continue to function fine if we redirect these URLs to automatically be lower-case – doing so isn’t necessary and will add an extra HTTP redirect to many of my pages.  The good news is that adding a condition that prevents my URL Rewriting rule from happening with certain URLs is easy.  We simply need to expand the “Conditions” section of the form above We can then click the “Add” button to add a condition clause.  This will bring up the “Add Condition” dialog: Above I’ve entered {URL} as the Condition input – and said that this rule should only execute if the URL does not match a regex pattern which contains the string “WebResource.axd”.  This will ensure that WebResource.axd URLs to my site will be allowed to execute just fine without having the URL be re-written to be all lower-case. Note: If you have static resources (like references to .jpg, .css, and .js files) within your site that currently use upper-case characters you’ll probably want to add additional condition filter clauses so that URLs to them also don’t get redirected to be lower-case (just add rules for patterns like .jpg, .gif, .js, etc).  Your site will continue to work fine if these URLs get redirected to be lower case (meaning the site won’t break) – but it will cause an extra HTTP redirect to happen on your site for URLs that don’t need to be redirected for SEO reasons.  So setting up a condition clause makes sense to add. When I click the “ok” button above and apply our lower-case rewriting rule the admin tool will save the following additional rule to our web.config file: <configuration>     <system.webServer>         <rewrite>             <rules>                 <rule name="Default Document" stopProcessing="true">                     <match url="(.*?)/?Default\.aspx$" />                     <action type="Redirect" url="{R:1}/" />                 </rule>                 <rule name="Lower Case URLs" stopProcessing="true">                     <match url="[A-Z]" ignoreCase="false" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{URL}" pattern="WebResource.axd" negate="true" />                     </conditions>                     <action type="Redirect" url="{ToLower:{URL}}" />                 </rule>             </rules>         </rewrite>     </system.webServer> </configuration> Try the Rule Out Now that we’ve saved the rule, let’s try it out on our site.  Try the following two URLs on my site: http://scottgu.com/Albums.aspx http://scottgu.com/albums.aspx Notice that the first URL (which has a capital “A”) automatically does a redirect to a lower-case version of the URL.  Scenario 3: Trailing Slashes Another common SEO problem I discussed earlier in this post is the scenario of trailing slashes within URLs.  The trailing slash creates yet another situation that causes search engines to treat the URLs as different and so split search rankings: http://scottgu.com http://scottgu.com/ We can fix this by adding a new IIS Rewrite rule that automatically redirects anyone who navigates to the first URL (that does not have a trailing slash) to instead go to the second one that does.  Like before, we will setup the HTTP redirect to be a “permanent redirect” – which will indicate to search engines that they should follow the redirect and use the new URL they are redirected to as the identifier of the content they retrieve.  To create such a rule we’ll click the “Add Rule” link in the URL Rewrite admin tool again.  This will cause the “Add Rule” dialog to appear again: The URL Rewrite admin tool has a built-in “Append or remove the trailing slash symbol” rule template.  When we select it and click the “ok” button we’ll see the following dialog which asks us if we want to create a rule that automatically redirects users to a URL with a trailing slash if one isn’t present: Like within our previous lower-casing rewrite rule we’ll add one additional condition clause that will exclude WebResource.axd URLs from being processed by this rule.  This will avoid an unnecessary redirect for happening for those URLs. When we click the “OK” button we’ll get a pre-written rule that automatically performs a permanent redirect if the URL doesn’t have a trailing slash – and if the URL is not processed by either a directory or a file.  This will save the following additional rule to our web.config file: <configuration>     <system.webServer>         <rewrite>             <rules>                 <rule name="Default Document" stopProcessing="true">                     <match url="(.*?)/?Default\.aspx$" />                     <action type="Redirect" url="{R:1}/" />                 </rule>                 <rule name="Lower Case URLs" stopProcessing="true">                     <match url="[A-Z]" ignoreCase="false" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{URL}" pattern="WebResource.axd" negate="true" />                     </conditions>                     <action type="Redirect" url="{ToLower:{URL}}" />                 </rule>                 <rule name="Trailing Slash" stopProcessing="true">                     <match url="(.*[^/])$" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{REQUEST_FILENAME}" matchType="IsDirectory" negate="true" />                         <add input="{REQUEST_FILENAME}" matchType="IsFile" negate="true" />                         <add input="{URL}" pattern="WebResource.axd" negate="true" />                     </conditions>                     <action type="Redirect" url="{R:1}/" />                 </rule>             </rules>         </rewrite>     </system.webServer> </configuration> Try the Rule Out Now that we’ve saved the rule, let’s try it out on our site.  Try the following two URLs on my site: http://scottgu.com http://scottgu.com/ Notice that the first URL (which has no trailing slash) automatically does a redirect to a URL with the trailing slash.  Because it is a permanent redirect, search engines will follow the URL and update the page ranking. Scenario 4: Canonical Host Names The final SEO problem I discussed earlier are scenarios where a site works with both a leading “www” hostname prefix as well as just the hostname itself.  This causes search engines to treat the URLs as different and split search rankling: http://www.scottgu.com/albums.aspx http://scottgu.com/albums.aspx We can fix this by adding a new IIS Rewrite rule that automatically redirects anyone who navigates to the first URL (that has a www prefix) to instead go to the second URL.  Like before, we will setup the HTTP redirect to be a “permanent redirect” – which will indicate to search engines that they should follow the redirect and use the new URL they are redirected to as the identifier of the content they retrieve.  To create such a rule we’ll click the “Add Rule” link in the URL Rewrite admin tool again.  This will cause the “Add Rule” dialog to appear again: The URL Rewrite admin tool has a built-in “Canonical domain name” rule template.  When we select it and click the “ok” button we’ll see the following dialog which asks us if we want to create a redirect rule that automatically redirects users to a primary host name URL: Above I’m entering the primary URL address I want to expose to the web: scottgu.com.  When we click the “OK” button we’ll get a pre-written rule that automatically performs a permanent redirect if the URL has another leading domain name prefix.  This will save the following additional rule to our web.config file: <configuration>     <system.webServer>         <rewrite>             <rules>                 <rule name="Cannonical Hostname">                     <match url="(.*)" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{HTTP_HOST}" pattern="^scottgu\.com$" negate="true" />                     </conditions>                     <action type="Redirect" url="http://scottgu.com/{R:1}" />                 </rule>                 <rule name="Default Document" stopProcessing="true">                     <match url="(.*?)/?Default\.aspx$" />                     <action type="Redirect" url="{R:1}/" />                 </rule>                 <rule name="Lower Case URLs" stopProcessing="true">                     <match url="[A-Z]" ignoreCase="false" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{URL}" pattern="WebResource.axd" negate="true" />                     </conditions>                     <action type="Redirect" url="{ToLower:{URL}}" />                 </rule>                 <rule name="Trailing Slash" stopProcessing="true">                     <match url="(.*[^/])$" />                     <conditions logicalGrouping="MatchAll" trackAllCaptures="false">                         <add input="{REQUEST_FILENAME}" matchType="IsDirectory" negate="true" />                         <add input="{REQUEST_FILENAME}" matchType="IsFile" negate="true" />                         <add input="{URL}" pattern="WebResource.axd" negate="true" />                     </conditions>                     <action type="Redirect" url="{R:1}/" />                 </rule>             </rules>         </rewrite>     </system.webServer> </configuration> Try the Rule Out Now that we’ve saved the rule, let’s try it out on our site.  Try the following two URLs on my site: http://www.scottgu.com/albums.aspx http://scottgu.com/albums.aspx Notice that the first URL (which has the “www” prefix) now automatically does a redirect to the second URL which does not have the www prefix.  Because it is a permanent redirect, search engines will follow the URL and update the page ranking. 4 Simple Rules for Improved SEO The above 4 rules are pretty easy to setup and should take less than 15 minutes to configure on existing sites you already have.  The beauty of using a solution like the URL Rewrite Extension is that you can take advantage of it without having to change code within your web-site – and without having to break any existing links already pointing at your site.  Users who follow existing links will be automatically redirected to the new URLs you wish to publish.  And search engines will start to give your site a higher search relevancy ranking – which will list your site higher in search results and drive more traffic to it. Customizing your URL Rewriting rules further is easy to-do either by editing the web.config file directly, or alternatively, just double click the URL Rewrite icon within the IIS 7.x admin tool and it will list all the active rules for your web-site or application: Clicking any of the rules above will open the rules editor back up and allow you to tweak/customize/save them further. Summary Measuring and improving SEO is something every developer building a public-facing web-site needs to think about and focus on.  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 that I’ve talked about in this blog post 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 - as well.  I’ll be covering these additional capabilities more in future blog posts. Hope this helps, Scott

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