How to Setup Web Deploy for IIS ?

We can 'publish web applications' from Visual Studio to IIS directly without logging in to the VM or FTP.

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How does Web Deploy compare to FTP?

Web Deploy is often compared to technologies like FTP, XCOPY.

Here is a Benefits of Web Deploy :

1. Web Deploy is faster than FTP. It does a comparison at the start of the sync and only transfers changes.
2. Web Deploy is secure. (HTTPS).
3. Web Deploy can set security descriptors (ACLs) on destination files and directories.
4. Web Deploy can publish databases. 
5. Web Deploy can apply transforms during deployment. Example: change a connection string or application setting during a sync.
6. Web Deploy integrates with Visual Studio 2010.

Configuring a Web Server for Web Deploy Publishing

Here is the nice step-by-step instruction from Microsoft.
https://docs.microsoft.com/en-us/aspnet/web-forms/overview/deployment/configuring-server-environments-for-web-deployment/configuring-a-web-server-for-web-deploy-publishing-web-deploy-handler

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Reference:

https://docs.microsoft.com/en-us/iis/publish/using-web-deploy/introduction-to-web-deploy