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Alexa Internet Inc. is a subsidiary of Amazon.com; a company that is based in California, USA. Alexa specializes in commercial web traffic data. It provides internet users with a free toolbar since the mid-1997, so the user has quick access to web tools in his browser. Primarily, the toolbar provides data about which websites the user visits; and since there are already millions of users with the toolbar worldwide, Alexa can then identify the popularity of a website as well as its competitors.
It is important for website owners and bloggers to know their Alexa ranking because it shows how many visitors have viewed their web page. It gives them a clear idea of how popular their website is on the internet and the ranking of their competitors.
The Alexa Traffic Ranking is based on a 3-month period of the traffic data gathered from its toolbars. It comes for free on a website and also provides periodic reviews of the most popular websites.