Avenue A | Razorfish Launches Link Crawler

    July 31, 2007

Interactive marketing and technology company Avenue A | Razorfish has launched Super-intelligent Link Crawler (SiLC), a tool that crawls Web sites to find errors such as broken links and "404 Error Messages" that inform users the Web page is not loading.

Avenue A | Razorfish Launches Link Crawler
Avenue A | Razorfish Launches Link Crawler

The tool examines why errors occur and can measure a Web site’s performance against competing sites. The company has combined the tool with its search engine optimization and Web design to improve search rankings for brands like U.S. News & World Report.

U.S. News & World Report recently redesigned its Web site to improve traffic and search capability for the site. After using the SiLC tool, Avenue A | Razorfish found search engines were not ranking many of its Web pages because they were flagging pages as duplicate content.

U.S. News & World Report created the main content of a health page article and a "printer friendly" version. The web crawlers were tracking both and not ranking the pages in search engine results. After the relaunch organic visits increased 24 percent and organic visits from Google increased 45 percent.

William Flaiz, vice president, Search Engine Optimization (SEO) and Web Analytics for Avenue A | Razorfish said, "SiLC is like a Swiss Army Knife that serves many purposes beyond web crawling."

"It is different than other web crawlers because it can intelligently process why certain web pages aren’t performing well and integrate with other SEO tools to improve efficiencies not only within a web site, but to other linked Web sites, portals and blogs."