- In short order, you'll hear some compelling reasons to
doubt the popular Alexa Internet ranking system. But, first, don't fret:
WorldNetDaily's cyberspace status is indisputable. The site is among the
top 500 most visited Internet sites. It ranks 517th on the more popular
and seemingly more pliable Alexa, and 434th on Ranking.com.
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- While few regular Internet users likely know or care
about the Alexa Internet ranking system, clusters of enthusiastic users
toot the toolbar and for very good reason. In ranking website popularity,
Alexa purports to use site statistics (when it can get them), "snapshots
of the Web" (whatever that means), and related links to rank order
the popular Internet sites.
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- But, as Alexa.com readily concedes, the Alexa toolbar
is the most important source of their information. "The toolbar,"
says the site, "is a program that users install into the browser,"
and which gives information about "the usage paths of the collective
Alexa community."
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- The Alexa toolbar does much more than that. Once installed,
it inflates website ranking, an effect that is most pronounced for smaller,
less-frequented sites. Download it, and your Alexa website rank begins
like magic to improve in leaps and bounds, even when your site's traffic
remains constant, which is what I discovered when, curious, I downloaded
the toolbar. The rating for IlanaMercer.com was already unrealistically
high, but from then on it only improved, even though the site's statistics
remained constant for at least 3 consecutive months.
-
- IlanaMercer.com is a great site. Personally, I think
it deserves to be rated among the top 43,100 sites in cyberspace, as it
is by Alexa. As someone who is not prone to mythical thinking or self-aggrandizement,
I know better. Put it this way: The message of peace, an unfettered market
economy, limited government and individual freedom is just not as popular
in warring America as one would infer from the rank Alexa gives my site.
-
- I had a good idea what was happening. My theory was confirmed
when I posted Sean Mercer's domain name to a venerable list, many of whose
members are Alexa devotees. As a consequence of that one posting, Sean's
website rank improved an order of magnitude!
-
- Again, Sean is a superb guitarist and musician. I recommend
his CD. But in the era of Shakira, Kid Rock and a sea of incompetents,
it's silly to imagine that the sudden spike in the popularity of his website
reflected a growing interest in complex, well-executed, progressive-rock
compositions. The truth was that the well-tooled list members had helped
Sean's ratings rocket, even though his total monthly hits only went from
10,000 to 10,020.
-
- The Alexa service doesn't always know how many unique
hits a site gets. What Alexa most probably does is to work out a likely
distribution of toolbars in the general population of Internet users. Hypothesizing
that one in every X Internet users downloads a toolbar, Alexa will then
assign a relative rating to a website, based on toolbar data.
-
- Alexa thus has no idea (or so goes my theory) that the
spike on SeanMercer.com correlated with a meager 20 additional hits to
the site. What they see is the activity coming from 20 toolbars. The odds
that 20 individuals, most with toolbars, strike at once are clearly not
that high. Sure enough, after that statistically insignificant surge, Dr.
Rock went for a while from 3 millionth to 460,000th or thereabouts, based
on a traffic improvement of 20 hits!
-
- I've not seen graphs that plot a site's traffic alongside
its alleged ranking, but a consistent performance on separate rating systems
is probably a good way to approximate an authentic rank. In addition to
its 30 million to 40 million page views per month and close to 5 million
unique visitors, WorldNetDaily ranks consistently on the gauges. Both Ranking.com
and Alexa attest that NewsMax.com, Townhall and Jewish World Review are
trailing badly.
-
- Naturally, the larger the sample of Internet users, the
less likely distortions are to slant outcomes, and, hence, the more accurate
the results. Indeed, Ranking.com and Alexa.com are in general agreement
on the position of the huge news sites. Ranking.com has CNN at 15th; Alexa
has it at 20th. MSNBC lags a little at 23rd and 29th respectively. Fox
News is 171st on Ranking.com and 135th with Alexa, and the New York Times
manages 121st to Alexa's 51st. The "Newspaper of Record" is still
very popular.
-
- Excessive discrepancies between rating systems ought
to raise suspicions about realistically unintuitive popularity claims,
especially when clusters of obsessive users all download the tool and massage
one another's rankings.
-
- One pleasant surprise is Antiwar.com. It's genuinely
neck and neck with the relapsed Trotskyites at National Review. This is
a triumph of good coalition building. While the Antiwar.com position is
that of the libertarian Old Right, the site draws a large constituency
from the anti-war left.
-
- You read this space to get a dose of reason, not rubbish.
Alexa says IlanaMercer.com is the 43,070th most popular site on the World
Wide Web not because it is, but because an abundance of people with toolbars
are hitting my site, including myself, while working with the comprehensive
links page. Alexa records the continuous toolbar bustle on the site, and
voila ...
-
- For Ilanamercer.com, however, Hotbot turns up 1,388 links
(with some repetition and overlap). Mercer articles are linked and continuously
used by very different and broad interests, with inquiries coming from
as far afield as the Indian press and documentary-making community.
-
- Hype has its place. Self-promotion counts, even tooling
with Web tools is fun, but a writer's reach and influence are best reflected
in the diverse and serious communities that seek out and respond to the
case she makes.
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- © 2003 WorldNetDaily.com, Inc. First Published June
18, 2003
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- http://www.thebirdman.org/Index/Intro/Intro-DebunkingAlexaRatings.htm
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- Comment
From P. Michel
2-29-4
-
- Dear Jeff,
-
- Good articles about Alexa. Thanks for posting.
-
- What I find amazing is that Alexa has opted themselves
out of their own ranking system so you don't know what their rank is.
Look up their site and it shows "no data." You can, however,
read Comments left for Alexa.com. I'd encourage your readers to leave
comments of their own at Alexa.com after reading the articles on your site.
I'd be curious to read their reviews.
-
- Best regards,
Peter
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