Avenue A | Razorfish announced the release of Super-intelligent Link Crawler (SiLC), a proprietary tool that crawls within web sites to detect errors such as broken links and “404 Error Messages” that alert users the web page isn’t loading. The tool analyzes why errors occur and can benchmark a web site’s performance against other competing sites. The agency has combined the tool with its search engine optimization (SEO) and web design expertise to improve search rankings and usability for major brands like U.S. News & World Report.

U.S. News & World Report recently redesigned its web site to grow traffic within its education, health, money and news sections and to improve its search capability within the site. After running SiLC, Avenue A | Razorfish discovered search engines were not ranking many of its web pages because they were viewing pages as duplicate content. For instance, U.S. News & World Report created the main content of a health page article, as well as a ‘printer friendly’ version. The web crawlers were tracking both and consequently not ranking the pages in search engine results. Within two months of the U.S. News & World Report relaunch, organic visits increased by 24 percent compared to the same period in 2006. In addition, organic visits from Google increased by 45 percent compared to 2006.

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