Shutting Down Amazon Alexa SEO Tools
Alexa.com announced that it would end its marketing services after 25 years. Founded in 1996, Alexa was later acquired by Amazon in 1999. It was initially known for providing rankings based on measured traffic via a toolbar, but Alexa eventually expanded to provide a full suite of marketing products, including site audit and backlink verification.
Screenshot of Alexa Content Marketing
Alexa.com provides a full suite of search marketing tools. However, what it’s primarily known for is its Alexa ranking.
Alexa Rank is a metric that offers a measure of site popularity.
In the early 2000s, data was collected through an Alexa toolbar that users downloaded and navigated with. The toolbars collected user web traffic information which fed into the Alexa Rank site popularity metric.
Web publishers could also install a script on their site that reports traffic which could then be used to boost their Alexa Rank scores.
Alexa Rank scores were generally viewed with suspicion as some people claimed that installing the toolbar and visiting their own sites could lead to a dramatic increase in Alexa Rank score.
Another criticism from Alexa Rank was that the data was more relevant for Asian countries than for English-speaking countries. This was based on the rumor that the Alexa toolbar’s usage base was heavily focused on users in Korea and not users in English-speaking countries like the United States, Canada, Australia, China. New Zealand and the UK.
The negative reputation of Alexa Rank and everything Alexa offers was sealed in 2005.
A search marketer in a 2005 forum discussion noticed:
“Isn’t it time for Amazon to throw in the towel on Alexa? For a company that does so many things well, Alexa is truly a blight on its reputation. Why would they want to be associated with such garbage.
Nevertheless, the use of the Alexa Rank metric has continued to be used by a decreasing number of search marketers.
For example, to date, some companies offer affiliate programs and use Alexa Rank to determine the popularity of potential affiliate partners and will not accept affiliates whose websites do not meet the minimum Alexa popularity threshold. Rank.
Alexa was more than a site popularity ranking metric
It might surprise many people that Alexa offers a full suite of search and analytics marketing programs.
For some reason, the Alexa suite of online marketing tools, which included a backlink checker, was almost kept secret, with seemingly no outreach to the search marketing community or apparently no promotional activity to speak of.
Alexa scoured the entire internet and for many years provided snapshots of the internet to Archive.org. Its backlink information was extensive.
Thanks to this, it was able to offer services such as showing which backlinks competitors have in common, including up to ten competitors at a time.
Screenshot of an Alexa Backlink information page
The $149/month Alexa plan offered:
- Content exploration
- Competitive content analysis
- Topic search
- Top Publishers by Subject
- Competitive analysis
- Competitor Keyword Matrix
- Keyword Difficulty Tool
- Keyword share of voice
- Organic Keywords
- Paid Keywords
- Site audits
- On-Page SEO Checker
- Competitor Backlink Checker
- Backlink checks
- Audience analysis
Alexa announced that everything will disappear on May 1, 2022.
The announcement was short and without any explanation of what led to the decision.
“Twenty-five years ago, we founded Alexa Internet. After two decades of helping you find, reach and convert your digital audience, we’ve made the difficult decision to retire Alexa.com on May 1, 2022.
Thank you for making us your go-to resource for content research, competitive analysis, keyword research and more.
Alexa offered a powerful suite of SEO and marketing tools and it’s sad to see them disappear.
A lot of people didn’t know about the tools and maybe they would still be around if they had been better promoted.