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Alexa Rankings Change Dramatically: Initial Analysis From 10,000+ Websites

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It's just my luck. I plan to go on vacation for a couple of days and major breaking news happens. If you have not already heard, Alexa.com (a free service that tracks traffic rankings for millions of websites) announced a major update to their rankings data and algorithm today. Alexa is now owned by Amazon.


Alexa has historically gotten a fair amount of criticism because their traffic rankings data has been based on a small subset of Internet users (those that have installed the Alexa toolbar). However, the reason Alexa rankings are so widely followed and cited is that despite this biased and inaccurate data, the service is free and has been around for a while. It's not perfect, but it's something. ComScore has better data, but it costs thousands of dollars. Website Grader, our free website reporting tool includes Alexa rankings in its report.

Here are some of the points from the Alexa announcement:

1. More Sources: Alexa rankings are now based on more sources of data to give a better indicator of website popularity.

2. Improved Methodology: We are normalizing the traffic data from our global panel to provide consistently accurate rankings for all countries.

3. Better Rankings: The rankings are now an even better indication of website popularity due to new and improved algorithms.

To me, the most important point is the first one: They're using more sources on which to base their ranking algorithm. This was the biggest flaw in their original implementation, and if they've improved this, that's a significant step forward. Good news for everyone. We can always use better data.

Now, on to our analysis. As a result of the WebsiteGrader software (and underlying database), we have data on 300,000+ websites. Thousands of users run the free tool on their website every day. This gives us a pretty good sense of what's going on with things like Google, Alexa, Technorati and the other key variables we track. When something big happens, we can see it.

And indeed, something big in Alexa changed in the last 24 hours. We've seen a major shift in the Alexa rankings numbers across the thousands of websites that we track.

So, what can you expect? Well, as it is looking right now, it seems that on average, most of the websites we're getting data back for right now have seen a worsening in their Alexa ranking (i.e. Alexa Ranking is higher).  The shift seems to be an increase of about 39% in the numeric Alexa ranking (on average).  Note:  What we're looking at right now are the 300,000+ websites that have been processed by the tool.  

As the data continues to funnel in, I'll be keeping an eye on it. It's very interesting stuff (at least to internet marketing geeks like me). If you're reading this and have seen a major movement in your Alexa ranking (either way), please leave a comment and share your findings.

Update 4/17/2008 2:36 a.m. ET: Looking at the database, it seems that there's been a big increase in the number of websites that Alexa is now ranking. This explains the downward shift for a lot of existing websites for which we have data.  The number of websites being ranked seemed to be hovering around 15 million before, and is now over 28 million. Thanks to Dan Tyre for his comment that spurred the question. I'm running database queries like a madman.

 

internet marketing kit

Posted by Dharmesh Shah on Thu, Apr 17, 2008 @ 02:07 AM

COMMENTS

Is Alexa evaluating the same # of websites?
that might be a reason for the downward trend (more total sites to evaluate)

posted on Thursday, April 17, 2008 at 2:29 AM by Dan Tyre


Dan: You're right. I checked and this is indeed the case. Article has been updated. Thanks for the tip!

posted on Thursday, April 17, 2008 at 2:39 AM by Dharmesh Shah


Excellent and timely information. I'm in the process of launching a new website, so we I see the site hovering at 28 million I won't be in too much of a shock!

posted on Thursday, April 17, 2008 at 4:25 AM by Matt Keegan


The Alexa ranking on my site went from upper 900,000's to the mid 500,000's yesterday so at least it's moving in the right direction. Thanks for the explanation Dharmesh.

posted on Thursday, April 17, 2008 at 6:37 AM by Lynda O'Dea


Show us some graphs, Dharmesh. We want to see the data too!

posted on Thursday, April 17, 2008 at 6:42 AM by peter caputa


yeah, waiting for the datas, :)

posted on Thursday, April 17, 2008 at 6:46 AM by Life on Mars


ok, you are very well content.

posted on Thursday, April 17, 2008 at 6:49 AM by epilasyon


We saw and increase from the mid-700,000's to the mid-400,000's. A nice boost for the ego, but I am taking it with a big grain of salt...

posted on Thursday, April 17, 2008 at 7:45 AM by Peter Baron


Dharmesh, I guess I should feel fortunate then. My Alexa ranking has improved nicely...

posted on Thursday, April 17, 2008 at 7:49 AM by Doug Sauerhaft


Good to see them moving in the right direction. There's still a major problem in those useless graphs they provide. Unless your Yahoo or Google, the normalized number makes your graph essentially plot a zero value. Why they plot daily page views per million instead of providing an option for their estimate of page views is beyond me.

posted on Thursday, April 17, 2008 at 8:11 AM by Michael J Pratt


Interesting topic. I have been noticing a significant increase in web site traffic on my site for the past two weeks and my Alexa ranking actually went lower (higher number ranking).
Don't quite understand the process. Which do you feel is more important traffic numbers or Alexa?

posted on Thursday, April 17, 2008 at 8:27 AM by Edward


Edward, you better focus on your traffic numbers and dont pay attention to Alexa. Focus your efforts on bringing good quality traffic to your site. Those are the "real" numbers of your site. Alexa is changing as Dharmesh says on the post, and it was always been based on a certain amount of sites. My Alexa Rank get higher too, but im still getting good conversion rates, and my traffic keeps growing.
What you probably are seeing is that many of the new sites that Alexa has indexed probably have more traffic that you, thats why you see an increase on your alexa rank. Greetings to those that have lowered their alexa rank !!! :P

posted on Thursday, April 17, 2008 at 9:26 AM by Carlos Federico Muñoa Gimenez


Well, I don't know about you guys, but for me Alexa ranking is being more inaccurate than never before!

posted on Thursday, April 17, 2008 at 10:14 AM by Alexis Brion


Thanks for all the comments guys. Apologies for the lack of more detailed data. As noted, I'm on vacation for a couple of days for my wife's birthday, so have to squeeze in database queries when she's not looking. :)
Will to get something more detailed out there with data and such soon.
-Dharmesh

posted on Thursday, April 17, 2008 at 11:17 AM by Dharmesh Shah


"The rankings are now an even better indication of website popularity due to new and improved algorithms."
The problem with this is how do we know the algorithm is actually improved? Other than more data sources, has Alexa explained the improvements to their algorithm?

posted on Thursday, April 17, 2008 at 11:19 AM by Dan Elliott


Yesterday, my site had a HUGE jump in its Alexa score (or could you say "drop"); went from 1,815,112 down to 985,115.....I thought it was very odd until I read today's blog entry.
Most of the webmasters I know personally have also seen huge increases in their Alexa score.....I have not yet come across anyone with a worse score....

posted on Thursday, April 17, 2008 at 12:02 PM by Sacramento Wedding DJs


Actually, our Alexa ranking went up by about 200,000! I was wondering what had happened since I just looked at it on Monday and was pleased to find this article. Thanks for always keeping us informed of the trends.

posted on Thursday, April 17, 2008 at 6:37 PM by Erin Colbert


Google, the normalized number makes your graph essentially plot a zero value. Why they plot daily

posted on Friday, April 18, 2008 at 7:54 AM by şömine


Our Alexa score has stayed pretty consistent with the move - how boring ! (but at least it is moving in the right direction over time)

posted on Friday, April 18, 2008 at 1:03 PM by Roger Stone


I'll be keeping an eye on it. It's very interesting stuff

posted on Saturday, April 19, 2008 at 2:49 AM by src belgesi


thanks

posted on Saturday, April 19, 2008 at 4:01 AM by lazer epilasyon


Thank you! Excellent information as I was not aware of the changes.

posted on Sunday, April 20, 2008 at 8:42 PM by Russ


Thanks for the update on Alexa. Your blog is both interesting and informative.

Maybe you can address the following in a future blog. As we all know, Google Page Rank is determined by incoming links and in particular the amount of high quality and relevant incoming links to a site. The more high quality links you have, and the more they are relevant to your site’s topic, the higher your page rank will be. Google calls this link popularity. Site A votes for site B when site A links to site B. It’s nice to be popular.

But a site’s traffic to soooo important! Some sites may have more traffic than sites with a higher page rank. It seems to be reasonable that the sites with the most traffic are the sites that are in reality more popular.

Site A really can’t vote for site B, or visa versa. Both sites are inanimate objects. In essence, it is the Webmaster of the site that actually votes. The Webmaster is either the site owner, a paid employee of the owner, or a service company representing the owner. So what you really have is a select group of web site owners voting for each other’s site. However, this does not really represent the public at large. The web user has not had a say. It’s not very democratic.

To make it fair and democratic (if that is Goggle’s intention), Traffic Popularity could be factored into the equation. Perhaps if Traffic Popularity could be give equal weight as Link Popularity, then Page Rank would be more democratic.
My question is this: Do you know if Traffic Popularity is currently taken into account by Google (or other search engines) in the search engine rankings?
Again, thank you for your blog and I await your thoughts on this subject.

posted on Wednesday, April 23, 2008 at 4:00 PM by Lee Cooper


My Alexa Rank get higher too, but im still getting good conversion rates, and my traffic keeps growing. what ?

posted on Friday, April 25, 2008 at 3:54 AM by temizlik makinası


Agh, my rating seems to be trashed since the change. My ranking hasn't changed in days and days, and my "weekly average" is showing 4,000,000 right now (my ranking is about 700,000 currently, and traffic has, if anything, been going up lately.
Also, apparently I'm only getting visitors from Mexico. Which is VERY unlikely.

posted on Tuesday, April 29, 2008 at 8:17 AM by Space Cowboy


Even my website's ranking dropped, though by couple of thousands only.
www.empxtrack.com
Strangely, we are seeing a consistent increase in the number of unique visitors through Statcounter.com, the changes in Alexa ranking are slightly dis-aligned.
Wondering, how to make our visitors install Alexa Tool bar!!!
Gireesh

posted on Thursday, May 01, 2008 at 7:24 AM by Gireesh Sharma


Almost all Bulgarian blogs dropped down dramatically after the change in Alexa algorithm.
My own personal blogs dropped too, for example from 75 000 to 300 000.

posted on Friday, May 02, 2008 at 4:49 AM by Todor Christov


Don't quite understand the process. Which do you feel is more important traffic numbers or Alexa?

posted on Monday, May 05, 2008 at 2:52 AM by turkey holiday


Agh, my rating seems to be trashed since the change. My ranking hasn't changed in days and days, and my "weekly average" is showing 4,000,000 right now

posted on Thursday, May 15, 2008 at 7:48 AM by web optimizasyon


Türkiye Konut Emlak ve Konut Kredileri Mortgage Bilinçlendirme ve Tatil Portalı

posted on Monday, July 21, 2008 at 2:57 AM by turkiye konut


Güncel Sağlık Haberleri ve Hastalıklar Hakkında Genel Bilgiler

posted on Friday, August 01, 2008 at 7:06 AM by saglik


acikogretim aof fakultesi hakkinda detayli bilgi veren rehber.

posted on Thursday, August 07, 2008 at 1:15 PM by aöf


I noticed that after the change, sites are now ranked up to about 5,000,000. It could be more, but that is the highest I have seen. 
 
I have also noticed that it takes about 1-2 weeks for their crawling of your site to show in the rankings.

posted on Wednesday, August 20, 2008 at 6:45 PM by north georgia website design


Thanks for the update on Alexa

posted on Thursday, September 04, 2008 at 4:13 PM by Marka


Thanks for useful share

posted on Monday, November 03, 2008 at 8:01 AM by Şömine


Thanks for the update on Alexa

posted on Tuesday, November 25, 2008 at 8:19 AM by arabalar


thanks.. good

posted on Friday, December 05, 2008 at 1:13 AM by amerikan kapı


Alexa is a very important benchmark to determine the rankings and traffic of sites. Google is placed at the 2nd position as per Alexa rankings and www.fortunehotels.in">traffic rankings and is facing tough competition from Live.com and of course Yahoo.

posted on Wednesday, December 17, 2008 at 3:56 AM by Google Placed Second in Alexa Rankings, Live.com Fast Catching Up!


I am know over 52% as alexa said is it good raking.. I work hard to rise my rank but raly I don't know why is this jump for my site.

posted on Thursday, January 01, 2009 at 3:13 PM by BSB Center


thanks

posted on Thursday, April 16, 2009 at 7:09 AM by mantolama


thanks for post

posted on Thursday, April 16, 2009 at 7:11 AM by düğün organizasyonu


muy interesante tu articulo, Un buen ranking en Alexa siempre es una buena carta de presentación y aunque no es representativo y fiable al 100% indica que estamos haciendo las cosas bien en cuanto a nuestra página web http://guarico.com.ve 
 
 
 

posted on Monday, April 27, 2009 at 8:49 AM by eliecer


guarico.com.ve

posted on Monday, April 27, 2009 at 8:52 AM by eliecer


With Alexa changing the ranking system, why have some of the top blogs fallen? What is their new criteria?

posted on Wednesday, June 17, 2009 at 1:04 AM by Justin


thanks for post

posted on Wednesday, July 01, 2009 at 5:12 AM by araba oyunları


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