Alexa 全球排名網站將關閉，排名曾引爭議

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"近日，亞馬遜宣佈，計劃於明年 5 月份關其全球網站排名網站 "},{"type":"link","attrs":{"href":"https:\/\/www.alexa.com\/login","title":"xxx","type":null},"content":[{"type":"text","text":"Alexa"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"。目前 Alexa 已經停止付費服務的新用戶註冊，現有付費用戶可以使用到 2022 年 5 月 1 日。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"Alexa 在官方公告中稱“25 年前，我們創立了 Alexa Internet，在過去二十幾年中我們幫你尋找、接觸、轉換你的數字受衆，現在我們做出一個艱難的決定：即在 2022 年 5 月 1 日關閉Alexa.com。感謝你使我們成爲你在內容研究、競爭分析、關鍵詞研究和其他方面的首選。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"亞馬遜並沒有說明關閉 Alexa 的原因，不過 Alexa 過去幾年用戶和流量一直在持續減少，部分網站的優先事項也有所轉移，加上移動互聯網的衝擊，Alexa 也不再像以前站長時代經常被提及，慢慢的也沒有了用武之地。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"過去二十多年，Alexa 以發佈全球網站排名引人注目，雖然排名也引起過不少爭議，但是承載了許多網站站長和廣告商的青春，很長時間都是比較權威的流量風向標。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"曾是網站流量風向標"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"Alexa Internet 成立於 1996 年，原先是作爲互聯網檔案館（Internet Archive）的一個分支，取名 Alexa 是爲了向亞歷山大圖書館致敬。最早期 Alexa 是以打造一個替代的搜索引擎爲目標，因此前期存儲過幾乎整個互聯網的所有內容，這些內容就是現在 Wayback Machine 的基礎。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"Alexa 最早推出了一個基於 IE、Firefox、Chrome 等瀏覽器使用的 Alexa 工具插件，內置搜索和攔截廣告的功能。Alexa 藉助這個工具收集用戶瀏覽網頁的習慣，並在這個基礎上評估各個網站的流量，以此來進行網站排行。這也是多數人質疑 Alexa 排名存在偏差的主要原因。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"1999 年，Alexa Internet 被亞馬遜以總值約 2.5 億美金的股票收購。之後 Alexa 走過一段時間的搜索之路，不過最後還是成爲一個專門的網站流量分析公司。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"排名引爭議"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"Alexa 每天大約在網絡上收集 1TB 左右的信息，排名主要根據 IE、Firefox、Chrome 等主流瀏覽器提供的流量數據來進行排名。此外，排名是根據最近三個月的數據綜合來統計，另有比重不明的加權平均數來排名，所以一直有部分人對 Alexa 的排名權威性有所爭議。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"對此，Alexa 也承認過排名中幾項不準確信息的可能性，包括使用量較小的網站比較難準確估量。但由於 Alexa 取樣數量較大，參考依據也是 Web 世界主流的瀏覽器，因此過去十幾年 Alexa 仍是被廣泛作爲評估網站受歡迎程度的依據之一。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"替代品有哪些"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"如果你暫時對 SEO 或者查看網站排名有需求，可以嘗試下面幾款工具"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"Semrush"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/zh.semrush.com\/","title":"xxx","type":null},"content":[{"type":"text","text":"Semrush"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" 是一款全面的在線營銷競爭情報平臺，可以用來分析追蹤網站或域名的流量、關鍵詞、來源、排名以及外鏈等數據。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"Ahrefs"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/ahrefs.com\/zh","title":"xxx","type":null},"content":[{"type":"text","text":"Ahrefs"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" 在關鍵詞分析、熱門內容分析、競爭對手分析、網站排名、網站 SEO 站內診斷等功能上都很出色，號稱擁有除 Google 外都第二大索引庫，因此數據豐富度比其他工具更有優勢。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"Backlinko"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"全球公認的 SEO 大神 Brian Dean 的產品，"},{"type":"link","attrs":{"href":"https:\/\/backlinko.com\/","title":"xxx","type":null},"content":[{"type":"text","text":"Backlinko"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" 除了擁有傳統的工具和手段，在語音搜索上也有一定的權威性。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"Similarweb"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"跟 Semrush、Ahrefs 並稱爲 SEO 三駕馬車，Semrush 在獲取關鍵詞、監測競品關鍵詞的權重較高；Ahrefs 對反向鏈接的分析跟洞察比較深刻些；"},{"type":"link","attrs":{"href":"https:\/\/www.similarweb.com\/zh\/","title":"xxx","type":null},"content":[{"type":"text","text":"Similarweb"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" 則側重於分析流量，比如網站排名，網站流量來源以及相似網站等等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"參考鏈接："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/support.alexa.com\/hc\/en-us\/articles\/4410503838999","title":null,"type":null},"content":[{"type":"text","text":"https:\/\/support.alexa.com\/hc\/en-us\/articles\/4410503838999"}],"marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}]}]}]}