No more Alexa Rank: Amazon is shutting down Alexa Internet

Alexa Internet announced it will retire its website research and analysis tools on May 1, 2022. The service is well known among digital marketers for its Alexa Rank score. The ranking score will no longer be available after the service shuts down.

Alexa Internet

In the earlier years of search engine optimization (SEO), the Alexa Rank score was used as a metric to determine the popularity of a site. Digital marketing apps, such as Raven Tools, included the score to help SEOs analyze sites. If the Alexa Rank score was high enough, an SEO might consider contacting the site as part of their link-building efforts.

Over time, the Alexa Rank score became irrelevant to most SEOs because they considered it a simplistic and inaccurate metric. Instead, they began relying on Google’s PageRank score to indicate site trust and authority. However, using PageRank was short-lived because Google stopped publishing it in 2016. That forced SEOs to find new site metrics or consider using Alexa Rank again.

The site metrics gap prompted several software companies to create new metrics. Today, there are several site metrics that SEOs frequently use, and these are the most popular:

Top SEO metrics

Site Metric Metric Description
Ahrefs Rank (AR) The Ahrefs Rank shows the strength of a target site’s backlink profile compared to the others in Ahref’s database, with rank #1 being the strongest.
Authority Score (AS) SEMRush’s Authority Score measures the overall quality of domain and influence on SEO.
Citation Flow (CF) Majestic’s Citation Flow is a score that is weighted by the number citations to a given URL or domain.
Domain Authority (DA) Moz’s Domain Authority is a score that predicts how likely a site will rank on search engine results. The score uses a 100-point scale, with higher scores corresponding to greater likelihood of ranking.
Domain Rating (DR) Ahref’s Domain Rating shows the strength of a target site’s backlink profile compared to the others in Ahref’s database on a 100-point scale.
Page Authority (PA) Moz’s Page Authority is a score that predicts how well a specific page will rank on search engine results. The score uses a 100-point scale, with higher scores corresponding to a greater ability to rank.
Trust Flow (TF) Majestic’s Trust Flow is a score that is weighted by the number of links from a seed set of trusted sites to a given URL or domain.
URL Rating (UR) Ahref’s URL Rating shows the strength of a target page’s link profile on a 100-point scale.

The new site metrics made Alexa Rank obsolete, and SEOs overwhelmingly use alternative research and analysis tools over Alexa Internet. While Alexa Internet didn’t publicly state why they are retiring the service, it’s likely because of the lack of interest from digital marketers.

Even though Alexa Rank is outmoded, it’s still integrated into several digital marketing apps and is also used by a small percentage of link builders worldwide. Those software companies have until May 1, 2022, to remove Alexa Rank from their apps, and link builders that still use the metric will be forced to choose a different site score.

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Jon is the founder of Coywolf and the EIC and the primary author reporting for Coywolf News. He is an industry veteran with over 25 years of digital marketing and internet technologies experience. Follow @henshaw