Those who use social media on a daily basis have come to a conclusive observation:
Alexa no longer counts traffic that a site gains from social media sites like Digg and Reddit.
Two Lines of Evidence
- For 2-3 weeks, Alexa has not been reflecting digg or reddit spikes. This is widespread. Spikes only occur on those sites whose articles went viral on non-social media sites after the digg or reddit pop.
- Sites built exclusively around social media promotion have been dovetailing faster than Roger Clemens integrity.
Now why would Alexa do this? I think the answer is simple. Alexa wants to be a tool used by advertisers. And advertisers know that social media traffic is worth much, much, much, much, much, much, much less than search and repeat visitor traffic.
As someone who is now interacting with advertisers on a daily basis through PerformancingAds, I have a new found appreciation for the concerns of advertisers. Understandably, an advertiser wants traffic that converts. Social media traffic does not convert.
So, in my view, this is another very smart move by Alexa. At the end of the day, their metric has improved by leaps and bounds this year, by introducing weighting techniques to discern between types of traffic.
Kudos for improving a great thing, and making my life that much harder;-)