THE ALEXA RANK is an oft-cited ranking system from Web information company Alexa Internet Inc., which is owned by Amazon.com. Many media companies use the Alexa Rank to showcase their relevance before target markets to potential advertisers.
The data used by Alexa in formulation of its Alexa Rank comes from the visitation behavior of voluntary, self-selected participants using the Alexa Toolbar on Chrome, Internet Explorer, or Mozilla Firefox.
Alexa’s Inherent Flaws
While media buyers often turn to Alexa to determine whether a potential advertising medium is legitimate, most SEO and Web marketing experts regard Alexa as being relatively insignificant.