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I read somewhere that for a high traffic site (I guess that is a murky term as well), 30 - 60 seconds is a good value. Obviously I could do a load test and vary the values, but I couldn't find any kind of documentation on this. Most samples have a minute, a couple of minutes. There's no recommended range. Is there something on msdn or anywhere that talks about this?

A: 

This all depends on whether or not the content changes frequently. For slowly or non-mutating content, a longer value works perfectly. However, you may need to shorten the value for always-changing data or risk bad output.

Delan Azabani
Absolutely, but there's no guidelines, or least I can find, for setting the exact value. If content is static, is large 60 or 900? If content often changes, is small 10 or 30? I searched for a profiler type tool or best practices - I couldn't find any. I'll have to search again.
Steve