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Who Will Be First to Sue Alexa?
Alexa, oh Alexa, how you kill thee. I’ve written and spoken about Alexa since they began operations nearly a decade ago. I’ve watched agencies pitch advertising based on Alexa charts. There are still ad networks that use Alexa rankings as a baseline for pricing Web site advertising.
Considering how wrong Alexa is, I’ve wondered for a long time who would be the first one to sue Alexa for an incorrect ranking. For sites that drive revenue from advertising, an incorrect ranking can impact their direct ability to generate revenue.
Alexa changed their ranking model back in April and since then everything has gone downhill for most sites I track. Currently CN has a 1-week average rank of 194,000 while my other site HTMLCenter has a rank of 78,000. There’s only one issue, CN has 6-10x more traffic on average than HTMLCenter does.
Here are some additional thoughts in my Alexa video:
Daniel Scocco compared 15 Web sites using Alexa, Compete and Google Trends. It’s interesting to see just how off Alexa is overall. Andy Beard believes that Alexa is no longer counting social media traffic and that’s why we have seen even more ranking drops for sites that rely on social media traffic. I would tend to agree with Andy but CN has very little social media traffic – we had one digg frontpage in the last 60 days.
If Alexa is removing social media traffic (they haven’t said anything yet about this latest change), that’s an excellent step forward. I’ve said before that just because a site has more raw pageviews than another, doesn’t mean it’s worth anything more – especially if they are gaming the social media sites. But I am not convinced Alexa has made this change.
I’ve tried sending emails to Alexa, but I have never received a reply. Which is so unlike Amazon considering how responsive and fast they are to customer service emails. It’s almost like Bezos ignores Alexa for some unknown reason.
Perhaps it’s finally time to turn off Alexa.