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Gillespie, don't rely on Alexa to tell you anything at all about your business. If you don't have it, get a server stats package installed and work from there.
Alexa requires that users have their toolbar installed (and activated) to register that they visit. A small percentage of overall users have the toolbar, and in a non-webmaster environement (such as aviation) you might find the pickings very small.
If you have 2 users before that had the toolbar (out of say 100) they could have run your numbers up pretty high. One of them removes the toolbar, and suddenly you drop through the floor.
I have an adult site that generates +- 2% traffic varations day to day... for Alexa, it is up and down by huge amounts every day, and that strictly has to do with how small their sample size is. If I happen to get 1 extra alexa user a day, that can account for a sudden run up in page views and such.
You would get just as accurate stats by standing in the street and asking 10 people who walk by what websites then went to today.
Alex
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