Alexa was founded in April 1996, as a subsidiary company of Amazon.com. Alexa rankings collect data from millions of Alexa toolbars.
Over the past few weeks, we’ve noticed that some local marketers offer web ranking optimization services; optimization that mainly improves Alexa rankings and not search engine rankings. These companies explain that by improving Alexa rankings, a website will have more credibility, attract more advertisers, and increase its site value. The benefits are not clear. While we always hear of business owners receiving traffic from search engines like Google and Yahoo, or social media like Facebook and Twitter, we rarely if ever hear business owners say that Alexa has helped their business.
Recently, one of our social media projects ablynet.com ranked in Alexa’s top 100,000 sites worldwide. From Oct 2012 – Feb 2013, Ablynet consistently ranked around the 80,000 position. This is much higher than that of another project of ours – malaysiafair.com, but in actuality the web traffic Ablynet receives is far lower. This would suggest that Alexa rankings are not reliable, because:
1. Not all Internet users install the Alexa toolbar.
2. The rankings are easily manipulated. If someone keeps using the Alexa toolbar to visit a particular site, the site will improve in rankings. Webmasters can use software and scripts to make automated site visits.