Our client based in London, UK wanted to develop a BizTalk server application which can act as corporate action Message Translation System. The system was required to read a messaging file like ISO 15022, parse and process it, make adjustments to the messages that make up that file, by applying a set of user-defined rules, and send the messaging file on to its intended source.

Key challenges of the project were:

• To keep track of action messages until all the rules are successfully applied
• To keep record of each event as an alert
• Custom rule creation using biztalk rule composer

Core features of the BizTalk Application include:

• Handling multi file format like ISO 15022 (MT564 and MT568)
• File Transfer and Interoperability with business process management
• Web based complex business rule editor
• Xml schema validation
• Message transformation from one format to different format using the XSLT
• Alert raising on error occurrence
• Authorizing every action performed by the user based on the user access level and action
• User action Audit trial log
• Creating the policy and rule using the web based Business Rule Composer
• SWIFT Accelerator 2008 to parse the ISO15022 (MT564 and MT568) message format
• Custom pipeline component for message parsing and raising alert
• Web based Business Policy Editor
• Validating xml file using the xml schema (XSD)
• Message reconciliation for the failed message

• Server Operating System: Windows Server 2008
• Server Product : BizTalk Server 2009
• Frame Work: .Net Framework 3.5
• Web Server: IIS 7
• Programming Language: C#
• Database: Microsoft SQL Server 2008
• Tools: Silverlight 2.0
• Development Tool: Microsoft Visual Studio

• Project Manager: 1
• Developers: 4
• Web Designer: 1
• SQA: 1

Microsoft will power all the search technology on both Bing and Yahoo. Each site will continue to operate under its own identity; the search-powering switch will be purely under the hood.In exchange for Microsoft’s search, Yahoo will handle the advertising — some of it, anyway. The purple people will head up premium search ad sales for both sites. Microsoft will continue to run its own self-serve advertising and display advertising divisions.

When you search for your term on Bing and make a comparisons to Google, the search results for the same terms are different.  How can you rank #1, #2 and #3 on Google for a term and on the bottom of page 2, 3 or worse on Bing? We have been able to analyze Bing and how they rank pages to determine how to best optimize your site for optimal results.

How to Optimize for Bing:

1. Bing Webmaster Center. Add your site to the Bing index crawler to access data and manage your site. Once submission is completed the Dashboard appears with a top menu bar for analysis of Summary, Profile, Crawl Issues, Backlinks, Outbound Links, Keywords and Site Map. They do not support Chrome so you will need to have Internet Explorer 6.0  or higher or Firefox.  Little glitch for Chrome users.

2.  Bing Local Listing Center.  Submit your site and wait for a verification letter in the mail as they do not verify via email or telephone. Prolongs the process however this may be the best kept secret for small businesses.  The search volume is lower but now with teaming up with Yahoo, there is the chance for small businesses to reach Bing users.

3.  Domain Age. The age of the domain name is important to Bing.  They favor domains that are older.  This is not to say that they completely ignore a newer domain name but generally rankings are lower.

4. Title Tags.  Bing pays close attention to title tags which supports their organization model.  Titles with relevant keywords that match the content as is similar with Google.

5. Content.  Bing likes words.  Pages with 300+ words are ranked better.  Words that relate to the title and stay on topic without keyword stuffing.

6. Flash.  Bing is flash friendly and will rank optimized videos with the proper text title tags high. They seem to be much more flash friendly than Google however with more and more videos Google is also ranking them higher.

7. Backlinks.  It appears that they are not as focused on the quality of the link but more the anchor text which relates to the content matching. The better your content the more sites that want to link to it and that gives the authority.

Overall Bing is similar to Google in a good part of how they rank pages.  The backlinks is the more the merrier on the same topic/keywords where Google adds in that the quality of the link is a factor.  The local business center is good news for local businesses as there is not huge competition in this arena just yet as the search volume is not as extensive as Google. The marriage of Bing-Yahoo will increase their market share so Bing should not be discounted.  It still holds true – create a website and blog that has content that is searched and really matches and pertains to the title.  Keep writing really great stuff and you will be ranked.  It takes time to get noticed and make an impact in rankings.

Are your Bing results consistent to rankings with Google?