Sunday, November 7, 2010

The Smelly Blogosphere: Traffic Rankings Plunge

We put the weekly Smelly Web Index report on hold July 18, with a promise to post if something noteworthy happened. Well, it has. After fifteen weeks of relatively smooth sailing, all three of the Indexes took a big nose dive this week.

On the Solo Blog Index, which tracks 18 single-author scent blogs, there were 3 gainers and 15 losers. The SBI sank 15 points.

The Team Blog Index, which follows 5 multi-author blogs, was down 8 points, with 1 gainer to 4 losers.

The Corporate & Community Index, which tracks 4 big fragrance sites, dropped 21 points, with gainers and losers evenly split.

Here’s a summary of this week’s action:

The Smelly Web Indexes for November 7, 2010

The Solo Blog Index

Close: 98
Change: -15
Big movers: Vetivresse -53%, BitterGraceNotes -43%, OlfactaRama -31%, FirstNerve -27%, IndiePerfumes -22%, MaisQuePerfume +1% 

The Team Blog Index
Close: 117
Change: -8 
Big movers: PerfumeDaRosaNegra -18%, ISmellThereforeIam -4%, NowSmellThis +1% 

The Corporate & Community Site Index
Close: 10
Change: -21
Big movers: TheDryDown -14%, Sniffapalooza -12%, OsMoz +2%

The same picture for all three Indexes: losers lost big while gainers barely managed to eek out an advance. Wipeouts like this happen periodically on the Alexa traffic rankings, and when they do it’s the lower-traffic sites (rankings <>Even among the steadily higher-ranked sites, however, there are some long-term trends. For example, number one-ranked solo site MimiFrouFrou had only 3 gains in the past 16 weeks. The site’s traffic has slowly drifted from 79,460 to 106,776. Why is the air coming out of the Mimi balloon?

After gains in August and early September, the Corporate & Community Index began sliding in mid-September. It was down to 4 points on October 17, and had a brief two-week rally before this week’s debacle. The CCI has underperformed the Solo and Team Blog indexes since the beginning (all Web Indexes began life pegged at 100, back in August 2009).

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