The New Vision, Uganda’s leading daily newspaper recently ran a story about its ranking as the 4th most popular newspaper website in Africa by the 4 International Media & Newspapers based in Australia. There were a number of reactions to the ranking with some saying New Vision had got the recognition it deserves, while others said New Vision is even not the best newspaper website in Uganda alone (citing poor design compared to Daily Monitor), with even others wondering how worthy that particular ranking is.
I agree that the New Vision can do with a better design, and Daily Monitor is currently better designed and optimized for online, just as I agree that New Vision leads in Uganda (I can only commit to that) when it comes to content. And that this ranking while providing no special insights is giving due credit to good content. I will in due course as requested by some of my readers be analyzing Ugandan websites. But for this article, I make my take on this debate about website rankings based on popularity especially as it relates to our websites in Uganda, and in the news media.
I didn’t at first feel there was need to react to the rankings on reading the New Vision article because for me it is neither news nor worth much unless we get further details of what is really popular on New Vision or other websites, and especially the trend over the years so we can see which website is headed for better times.
How websites are ranked by Google, Yahoo and Alexa
The New Vision story stated the ranking was based on the most visited websites, according to Google Page Rank, Yahoo (Yahoo site explorer) and Alexa rankings. Now you all know these rankings are available everyday, and for one to join them together and rank you high or low does not constitute anything new. You should as a website be consistently following your ranking on these platforms.
More important however, is that if you take time to analyse how these rankings are arrived at, you will notice that while they provide reliable information you should give attention to, they are not the only web metrics used to determine a good website, neither are they using the same ranking metric.
Google page rank is based on how many ‘worthy’ websites link to pages (content) of a particular website. Being that New Vision was one of the pioneers of newspapers going online in 2003, it shouldn’t be surprising that they have more content on the web linked to by reputable sites than other Ugandan or African newspaper websites that came on the scene much later. Though it does show the New Vision has worthy content worth linking to.
But as Google shows in explaining their web metrics, page rank is just one of the over 200 factors it considers in its search engine ranking of online content.
Alexia also measures website popularity based on number of visitors and links. It has made a name as a big reference point in the web metrics industry and is normally quoted as an accurate measures of web traffic. But their results are only accurate from web users who install the alexa bar in their browsers to enable alexia track their web usability reliably. So I don’t know how many visitors of Ugandan or African websites have installed this alexia bar to provide dependable data. In other words, how many of the visitors to your website does a particular “ranker” base on to rank you?
Yahoo page rankings are somewhat based on a combination of the two models of link referral and visitor popularity, going further to provide linking to particular pages within a website, including inbound links within a site itself. But you have to remember that Yahoo ranking is based on exploring a whole sites’ traffic and with a command of bare 13% of the web search market, yahoo search engines are not the best at this job.
Which is the best newspaper website?
If you have analysed any of these rankings, you will notice that one website does better in google while another does better in Yahoo or Alexa.
For example in Google page Rank (which you can access by putting the domain of your interest in http://www.prchecker.info/check_page_rank.php) New Vision scores 8 out of 10 possible points, Daily Monitor scores 7 out of a possible 10 points, Observer scores 6, UGpulse.com 5- to mention a few Ugandan websites. You will notice that the difference isn’t that much. Kenya’s Daily Nation scores 7 out of a possible 10 points while The Standard scores 5.
With the Alexa ranking (accessed by putting the domain name of the website whose rank you want to see at http://www.alexa.com/), New Vision ranks 11,764 globally and 7th best website in Uganda (with 900 sites linking in). Daily Monitor’s rank is 12,788 globally and 9th in Uganda (with 927 sites linking in) while Daily Nation of Kenya ranks 7,053 globally with 1,073 sites linking into their website).
Yahoo Rankings for selected websites in Uganda and Kenya (this is not the full list)
New Vision Pages (469,163)Inlinks (348,433) Daily Monitor Pages (44,508) Inlinks (101,774) Weinformers.net Pages (1,847)Inlinks (677) Ugpulse.com Pages (25,696) Inlinks (411) The independent Pages (17,825)Inlinks (1,352) Observer.ug Pages (39,496)Inlinks (4,561) Nation.co.ke Pages (109,172)Inlinks (135,307) The standard Pages (138,504) Inlinks (110,141)
What do these rankings tell us? You will notice that Next Page