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 SEO 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:
Alexa Rank alternatives
| 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.
Alexa Rank discontinued
On May 1, 2022, Amazon shut down Alexa Internet which subsequently discontinued Alexa Rank with it. While Alexa Internet didn’t publicly state why they retired the service, it’s likely because of the lack of interest from digital marketers.
Even though Alexa Rank was outmoded, it was still integrated into several digital marketing apps and was used by a small percentage of link builders worldwide. Those software companies had to remove Alexa Rank from their apps, and link builders that still used the metric were forced to choose a different site score. Fortunately for marketers, there are plenty of better Alexa Rank alternatives available.
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