Alexa , a California based subsidiary company of Amazon .com was launched in 1996 .The company was founded by American web businessmenBrewster Kahle and Bruce Gilliat. Alexa provides the website traffic data. Alexa was acquired by amazon in 1999.The toolbar collects data and trasmits the data to the alexa website where it is analysed and thus a report of alexa traffic is generated . According to 2013, Alexa provides the data of traffic resources of around 30 million websites.The websites of alexa is being visites by almost 10 million people on monthly basis.The name “Alexa” was choosen as a homage to the library of Alexandria.


The headquarters of Alexa is located at San Fransico, California, USA.There were some of the products associated with Alexa such as Alexa Web Search which was discontinued in 2008 and Alexa toolbar , still in work.


The operation of Alexa is based on the archiving of webpages as they are crawled.This database serve as the basis for the creation of the internet archive accessible through wayback machine. Alexa ranks websites primarlarily on the basis of tracking information of users of its toolbar for Internet Explorer, Firefox, Google Chrome Web browsers.The Alexa Toolbar includes a popup blocker, a search box, links to and the Alexa homepage, and the Alexa ranking of the site that the user is visiting. It also allows the user to rate the site and view links to external, relevant sites.Originally alexa released a toolbar names as sparky which was meant for firefox.On april 16, 2008,many users reported dramatic shifts in their website’s Alexa Ranking. Later Alexa announced that they had relaeased updated ranking program and claims to take account more data sources beyond Alexa toolbar users .



In 2009 a major change brough up in Alexa ,offering new website metrics, including average pageviews per each individual user , Bounce Rate, and user time on site.In the following weeks Alexa further brough new features like visitor Demographics, Clickstream and Search Traffic Statistics.


The Major Disadvatage is that subdomain is not ranked seaparately. The overall traffic is calculated for whole of the domain.Thus, it raises questions that how can the traffic of all the pages can be same.


On the Conclusion we may say that Alexa Rank is based on the amount of traffic recorded from users that have the Alexa toolbar installed over a period of three months.Thus Alexa is a very competitive tool , given that Alexa provides a detail of traffic of your website thus even helping in Search Engine Optimization.


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