25 March 2003. A legal professional asked about the
reliability and accuracy of Web site traffic data from Alexa. Milt Shook, a
paralegal and independent researcher, answers the question.
Milt Shook: I do trademark abuse research on the Web.
Among the tools I use, is Alexa. It is NOT accurate when it comes to traffic
rankings though. It's not a bad guideline, but that's all it is.
Alexa measures Web site use based on the traffic patterns of
those who have installed and use the Alexa
toolbar. Since probably 80-90% of Web surfers have probably never heard
of Alexa, it's not something you can use as a marketing tool.
Also, the the Web site owner supplies the other information
about a Web page -- except for the screen shot and the "pages that link
to this site." This makes the information really tricky to use.
The best way to test a site's traffic rankings is to use a
counter, because Alexa doesn't do it...