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Alexa (Amazon.com daughter) has been providing Internet users with a free toolbar from mid-1997, providing the user with some useful web tools in his browser. In its own words, the toolbar has now been downloaded over 10 million times worldwide. The use of the toolbar provides information about which websites the user visits. Because there are millions of users in the toolbar worldwide, Alexa can give an indication of the popularity of a website and about related websites but it's different with domain authority (visitors to this site also visit these sites, a principle we also know from Amazon.com). it provides this information for free on its website and additionally provides periodic reviews of the most popular sites (by category or by language area). For example, it gives an overview of the top 100 websites in the Dutch language area, and for each internet site, the Traffic Rank (= Alexa Rank) and the related sites (if included in the database). This a good website for the web marketers, and website administrators. The question is only how reliable are these numbers?