BNP Using Alexa Traffic Ranking Data As A Metric For Success


The BNP (British National Party) as featured on the UK BBC Question Time last night, use Alexa traffic rank badges on their site as a metric for success against all the other political parties – basically proclaiming that their website is more visited than all the other political parties in the UK – I wish my clients were happy using alexa traffic rank data as a metric and I hope the BNP get their other statistics from more reliable sources :P

Alexa Certified Site Stats for bnp.org.uk

Alexa Traffic rate is well screwed and innacurate. The MORE POPULAR YOUR SITE IS ON SOCIAL NETWORKS, in my experience, hurts your alexa ranking. Yes, I know. It’s as if Alexa penalise successful social media savvy sites, while rewards sites with traffic Alexa obviously values more – ie search engine visitors.

How do you increase your alexa ranking? By getting more search traffic and staying away from sites like Stumbleupon, Digg and other social network sites, who are frankly easier to manipulate than, for instance, Google. And that’s leaving out the pointless Alexa Toolbar and the fact if you write for a more tech savvy audience, you may very well have a higher Alexa rating..

On a side note, the Hobo site is tanking the BNP in Alexa rank - maybe we should start a political party :)

Alexa Rank

Of course, they’ll undoubtedly generate a lot of traffic – controversy always does – but I don’t know of any (respected) professional search marketer that uses Alexa Rank as a measurement of ranking success above others (although I am open to debate on the subject).

Why the BNP is using it, I’ll leave up to you :)



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9 Responses

  1. Nick says:

    I use Alexa because it correlates very well with what my host tells me about my own website. What would you suggest as an alternative? Comcast is way offbeam in comparison to my host’s data.

  2. Shaun Anderson (Hobo says:

    Alexa does not correlate at all with my traffic I’m afraid. I don’t entirely trust and third party public traffic stats tool.

  3. Bill Marshall says:

    Personally I’ve always been highly sceptical of Alexa rankings and have never seen any useful data from it on any of my sites. Interestingly though, a marketing advisor I know maintained that he could predict rises and falls in online sales by changes in Alexa data, and he showed me some interesting correlations to that effect. However as Rand keeps telling us – correlation is not the same as causation!

  4. Shaun Anderson (Hobo says:

    I just don’t use Alexa at all – I’ve picked through even keywords that send traffic, and while mildly useful, on the whole, it’s innacurate for me.

  5. malcolm coles says:

    Shaun sorry to drop links in your comments, but I did two recent posts on the accuracy of Alexa data. The usual problem with measuring Alexa accuracy is finding a comparator. But I found some audited ABCe figures that were directly comparable: http://www.malcolmcoles.co.uk/blog/alexa-data-accuracy/ I then did a follow up when some newspaper people queried the BBC site referral data I’d put together from Alexa: http://www.malcolmcoles.co.uk/blog/the-inaccuracy-of-alexa-more-evidence-not-to-rely-on-it/ malcolm

    • Shaun Anderson (Hobo says:

      Not at all Malcolm…. :) Your links should have nofollow removed from them too – wonder what’s happened – I will look.

  6. Terry Van Horne says:

    Shaun, IMO, the Alexa toolbar is a crap metric used by unscrupulous site owners to inflate their ad rates. I assume you are aware that you can insatall the bar and just surf your site to increase your rating, that’s why I see any site toutin it I’m figurin they are likely inflated numbers. I think there is a newletter I sent out in the mid nineties with an annoucement. Had it installed about a week and pitched it. Fcked wid duh browser too much. It actually started as a way to keep track of pages that were taken down or lost. Like a permanent snapshot bit like the webarchive. ohh and the votin stuff which was a joke. If the whole internet voted then it would be a bad day for Google now. Keep up the good work! I’m diggin your posts and tweets!

  7. David says:

    Alexa? The bane of my life a few years ago…. When I was in the US living I had continuous calls from clients saying their Alexa rating was bad….. Enough said David



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