It’s been a while since I took the pulse of the smelly blogosphere using weekly Alexa traffic rankings. The Smelly Web Indexes™ used to be a regular feature here but fragrance blogs come and go at such a clip that it’s tough to maintain a consistent set of sites for tracking. Also, Alexa data are better for long-term trends than for weekly fever-charting.
While in the wine cellar yesterday dusting off a bottle of the 1981 Château Lamothe Despujols Sauternes, I heard a piteous mewling from the data monkeys in the sub-basement. They hadn’t been fed recently so I tossed them a fresh bag of Doritos and grabbed the latest data on a thumb drive.
I decided to compare traffic rankings for the first 20 weeks of 2013 to the same period last year. Here is what I found.
Three sites are doing better than last year; all are highly ranked: Perfume Posse, Bois de Jasmin, and The Non-Blonde. Perfume Posse is flying steady while the latter two seem to be in a seasonal fade.
Staying in the Game
Three sites are more or less tracking last year’s performance: Perfume Smellin’ Things, Katie Puckrick Smells, and Firmenich’s OzMoz. A fourth—1000 Fragrances—is relatively stable after big decline in 2012.
Five sites are consistently underperforming last year’s rankings: NST Perfume, Scented Salamander, Perfume Shrine, I Smell Therefore I Am, and Grain de Musc. The first three are among the highest ranking fragrance blogs.
Narrowing the Gap
Two sites are slowing climbing back to where they were last year: FirstNerve and the Fragrance Foundation’s Fragrance.org.
The Base Notes fragrance community site started the year at 2012 levels but is on a steady downward trend. Still, it remains one of the highest ranked sites in the smelly blogosphere.
Sudden Loss of Altitude
Four sites display abrupt downward deflections in traffic rank this year: Bonkers About Perfume, Mai Que Perfume, Pink Manhattan, and Indie Perfumes. The first three all lost altitude around the same time—namely, the week ending March 17, 2013.
Well, there you have it.
It should go without saying but I’ll say it anyway—I take no pleasure in observing traffic ranking declines. These are all high quality sites of long standing and I respect the blog owners, many of whom I have met. My interest is in finding out what the numbers might say about public enthusiasm for our topic and our individual ways of addressing it.
I don’t have much in the way of interpretation. I wonder whether the demise of Google’s Feed Burner has anything to do with the trends. I’d like to hear your observations and theories.