We can not leave the Alexa most fundamental it has credibility

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At the end of August this year, the Alexa adjustment calculation method, in the Chinese Internet industry caused a great shock. The global rankings of many sites have fallen sharply, with some sites even zeroing out. Thus, the breast-wringing have, the opportunity to attack peers have, secretly happy people have.

A dispute between Sina and Sohu has become the climax part of the drama. Prior to this, Sohu has claimed that the flow of its own more than Sina, but the August 27 Alexa adjustment rankings, Sohu ranked in the global rankings from the day before the 22 fell to more than 40. Later, Sohu founder Charles Zhang vowed to days, said Sohu did not cheat.

Sina and Sohu dispute, long-standing. As the two ranked first and second China portal, positioning and advertising customers highly coincident, destined to be a pair of friends. Now close to the fourth quarter of 2007, but also advertisers to do next year's advertising program, Sina and Sohu want to occupy a greater share of advertising, nature will be in the flow of water fight. In addition to the news war around the Olympics has begun, the current dispute is a Sentinel war.

I do not want to delve into Sina Sohu controversy, the condemnation of Alexa more than this family of two, I would like to discuss why the Alexa adjustment algorithm will cause such a large response in China?

One cause of the Alexa adjustment algorithm is to try to combat cheating as much as possible. Perhaps each site will have some specific individual reasons, but the Alexa adjustment algorithm in China so wide, I am afraid that the first reaction in China, in order to improve their Alexa rankings derived from cheating more.

In fact, the cheating against Alexa has now spawned an industry. Alexa to Internet users to install the toolbar to this statistic traffic. And someone cracked the Alexa toolbar, you can through technical means to simulate the flow. A man I know has been doing this business since 2002. It is said that now Alexa's top 200 sites, about 20 are his customers.

Flow price is also marked, fair. The price of each 1000 independent IP address is 4 yuan, if more than 500,000, is wholesale, the price is preferential, each 1000 price is 3.5 yuan.

2005 years later, Alexa in order to counter cheating, often adjust the algorithm, in the cat and mouse game, "mouse" means more and more sophisticated. Like the family I know, it also advises customers to keep their flow rate steady and not to suddenly increase too quickly in the short term.

But this is one aspect. The Alexa incident, a claim again popular, that is, Alexa statistics is not accurate.

The industry to Alexa early complaints, that Alexa statistics have obvious flaws. First of all, the site has different types, such as Sina News and Sina Blog statistical methods should not be the same, and each country's website has its own characteristics. For example, China is now anti-rogue software, Alexa toolbar is now often used as rogue software. Alexa only a standard, want to put the universal and all, it is obviously difficult to achieve absolute fairness. Therefore, a lot of people put forward, do not value Alexa rankings.

But at least this is not the right thing to do at the moment. The internet from the birth of the same click-through, the site's traffic statistics is a basic web site needs, but also advertisers to judge the impact of the site is one of the most important indicators. Even if Alexa has many defects, ask, now what kind of third-party traffic statistics can replace Alexa?

September 6, a new domestic third-party traffic company dedicated to visit the "financial", they believe that the Alexa incident shows that there is no real good third-party flow statistics tools, so now it is a chance for them.

They say their products can be more consistent with the Chinese site's habits than Alexa, more accurate. They also put forward ambitious goals for a company like Standard Poole or Moody's to provide accurate traffic assessment for Internet companies.

I appreciate their attitude and pursuit, but still frankly expressed reservations, because there are such ideas of the company, they are not the first, but so many years, the real can do is not the family.

The most important reason is that a successful third party flow enterprise involves three conditions: one is the credibility, the other is the ability to cheat, the third is to promote. To succeed, three are indispensable. And the most fundamental is the credibility.

Alexa has a variety of shortcomings in China's success, in essence, its credibility. You may say it has faults, but you will not question his credibility. The biggest obstacle to China's inability to produce a real substitute is credibility.

At the end of the visit, I wish them good luck, and sincerely hope that China will come out sooner or later a truly credible traffic statistics website. (Zebian Admin01)