Alexa.com announced that it will suspend its marketing services after 25 years. Alexa was founded in 1996 and was subsequently acquired by Amazon in 1999. It was initially known for providing rankings based on traffic measured through the toolbar, but Alexa eventually expanded to provide a full range of marketing products, including site audits and backlink checks.
Screenshot from Alexa Content Marketing
Alexa ranking
Alexa.com provides a complete set of search marketing tools. However, it is mainly known for their Alexa ranking.
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Alexa ranking is a measure of the popularity of a website.
In the early 2000s, data was collected through the Alexa toolbar that users downloaded and browsed. The toolbar collects network traffic information from users, which is entered into the Alexa Rank website popularity index.
Web publishers can also install a script on their website to report traffic, which can then be used to improve their Alexa ranking score.
Alexa Rank scores are often suspected because some people claim that installing toolbars and visiting their own website may cause a significant increase in Alexa Rank scores.
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Another criticism of Alexa Rank is that compared with English-speaking countries, these data are more relevant to Asian countries. This is based on rumors that the basic use of the Alexa toolbar is mainly for Korean users, not users in English-speaking countries such as the United States, Canada, Australia, New Zealand, and the United Kingdom.
The negative reputation of Alexa Rank and anything provided by Alexa was sealed in 2005.
A search marketer is in Forum discussion and comments in 2005:
“Is it time for Amazon to give in to Alexa? For a company that does a lot of things well, Alexa does damage their reputation. Why should they be associated with such garbage.”
Despite this, fewer and fewer search marketers continue to use Alexa ranking indicators.
For example, until today, there are still some companies that provide affiliate programs and use Alexa Rank to determine the popularity of potential alliance partners, and will not accept affiliate members whose websites do not reach the minimum Alexa Rank popularity threshold.
Alexa is more than just a ranking indicator of website popularity
Alexa provides a complete set of search marketing and analysis programs, which may surprise many people.
For some reason, the Alexa online marketing tool suite, including the backlink checker, is almost kept secret, apparently there is no contact with the search marketing community, or there seems to be no promotion at all.
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Alexa crawled the entire Internet and has been providing snapshots of the Internet to Archive.org for many years. Its backlink information is very extensive.
Therefore, it can provide services such as displaying the common backlinks of competitors, including up to ten competitors at a time.
Screenshot of Alexa backlink information page
The Alexa $149/month plan provides:
- Content exploration
- Competitive content analysis
- Subject research
- Top publishers by topic
- competition analysis
- Competitor Keyword Matrix
- Keyword difficulty tool
- Voice share of keywords
- Organic keywords
- Paid keywords
- On-site audit
- On-page search engine optimization checker
- Competitor Backlink Checker
- Backlink check
- Audience analysis
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Alexa.com retires
Alexa announced that it will all disappear on May 1, 2022.
The announcement was brief and did not explain the reasons for this decision.
“Twenty-five years ago, we founded Alexa Internet. After helping you find, reach, and convert digital audiences for two decades, we made the difficult decision to deactivate Alexa.com on May 1, 2022.
Thank you for making us the preferred resource for content research, competitive analysis, keyword research, etc. “
Alexa provides a powerful set of SEO and marketing tools, and it’s a shame to see them disappear.
Many people don’t know these tools, and maybe if it gets better promoted, it might still exist.
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Citation
Alexa.com official announcement
We will deactivate Alexa.com on May 1, 2022
