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Amazon Alexa SEO Tools Is Closing via @sejournal, @martinibuster

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Alexa.com announced that it will be retiring its marketing services after 25 years. Founded in 1996, Alexa was subsequently acquired by Amazon in 1999. It was initially known for providing rankings based on traffic measured through a toolbar but Alexa eventually expanded to provide a full suite of marketing products including site auditing and backlink checking.

Screenshot From Alexa Content Marketing

Alexa Content Marketing Tool

Alexa Content Marketing Tool

Alexa Rank

Alexa.com provides a full suite of search marketing tools. However what it’s mainly known for is their Alexa Rank.

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Alexa Rank is a metric that offers a measurement of site popularity.

In the early 2000s the data was collected via an Alexa toolbar that users downloaded and surfed with. The toolbars collected web traffic information from the users which fed into the Alexa Rank site popularity metric.

Web publishers could also install a script on their site that reported traffic which could then be used to raise their Alexa Rank scores.

The Alexa Rank scores were generally viewed with suspicion because some people claimed that installing the toolbar and visiting ones own sites could result in dramatically raising the Alexa Rank score.

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Another criticism of Alexa Rank was that the data was more relevant for Asian countries than in English speaking countries. This was based on the rumor that the Alexa toolbar use base was heavily weighted towards users in Korea and not users in English speaking countries like the United States, Canada, Australia, New Zealand and the UK.

The negative reputation of Alexa Rank and anything offered by Alexa was sealed by 2005.

One search marketer in a 2005 forum discussion remarked:

“Isn’t it time for Amazon to throw in the towel on Alexa? For a company that does so many things well, Alexa is really a blight on their reputation. Why would they want to be associated with such garbage.”

Nevertheless, use of the Alexa Rank metric continued to be used by a dwindling amount of search marketers.

For example, to this day there are some companies that offer affiliate programs and use Alexa Rank to determine the popularity of potential affiliate partners and will not accept affiliates whose websites do not reach a minimum Alexa Rank popularity threshold.

Alexa Was More Than A Site Popularity Ranking Metric

It might come as a surprise to many that Alexa offered a complete suite of search marketing and analytics programs.

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For some reason the Alexa suite of online marketing tools, which included a backlink checker, was almost kept as a secret, with apparently no outreach to the search marketing community or seemingly no promotional activity to speak of.

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Alexa crawled the entire Internet and for many years provided snapshots of the Internet to Archive.org. It’s backlink information was extensive.

Because of that it was able to offer services like showing which backlinks competitors have in common, including as many as ten competitors at a time.

Screenshot Of An Alexa Backlink Information Page

Alexa RetiredThe Alexa $149/month plan offered:

Alexa Retired

  • Content Exploration
  • Competitive Content Analysis
  • Topic Research
  • Top Publishers by Topic
  • Competitive Analysis
  • Competitor Keyword Matrix
  • Keyword Difficulty Tool
  • Keyword Share of Voice
  • Organic Keywords
  • Paid Keywords
  • Site Audits
  • On-Page SEO Checker
  • Competitor Backlink Checker
  • Backlink Checks
  • Audience Analysis

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Alexa.com Retired

Alexa announced that it will all be going away on May 1, 2022.

The announcement was short and with no explanation as to what led to the decision.

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“Twenty-five years ago, we founded Alexa Internet. After two decades of helping you find, reach, and convert your digital audience, we’ve made the difficult decision to retire Alexa.com on May 1, 2022.

Thank you for making us your go-to resource for content research, competitive analysis, keyword research, and so much more.”

Alexa offered a powerful suite of SEO and marketing tools and it’s sad to see them go away.

Many people didn’t know about the tools and perhaps it might still be around if it had been promoted better.

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Citations

Official Alexa.com Announcement

We will be retiring Alexa.com on May 1, 2022

Archive.org Snapshot of Alexa.com Search Marketing Offerings

Archive.org Snapshot of Alexa Backlink Checker Tool

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NEWS

Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

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Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”

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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.

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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.

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But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.

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One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.

Citations

Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

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