I want to publish WCF Service Application created in Visual Studio 2010 on IIS Express.
So I\'m using Project -> Publish -> Web Deploy:
Service URL:
You should be able to specify the destination of your web site/application in site properties -> Package/Publish Web. In the field "IIS Web Site/application name to use on the destination server" put the site name. There, by default, the application is specified as a virtual directory but it does not have to be. You can just put the name of your site there, without the "/" and then it will deploy to the root of the site, not a virtual (sub-)directory. See screenshot: