There has been much said, some good and some bad, concerning Alexa's toolbar. This is a tool used in gathering information that will provide a website's Alexa ranking. It is available for Internet Explorer, Firefox and Chrome, the Internet Explorer's version serving as the example for this article.
Please keep in mind this is not a search engine, rather a "companion" designed to provide you with additional information. Yes, you are able to navigate the internet from the toolbar itself, but again it is not a search engine. While navigating the web, the toolbar will provide you not only traffic data pertaining to the website, but contact information of the website as well. You will receive links to other similar websites, and be able to interact with additional users of the toolbar.
Founded in the mid-nineties by Brewster Kahle and Bruce Gilliat, Alexa Internet's purpose was to gather information. This is apparent when you consider it was named after the "The Library of Alexandria", at one time the largest gathering place of information in the civilized world. Now owned by Amazon.com, it serves as an alternative to Google as a way to rank a site for "Search Engine Optimization".
For those businesses not using the internet as a marketing tool, media campaigns and word of mouth are the two most common tools used to generate traffic to a business and increase volume. In the world of Internet marketing, the goal is to drive as much traffic as possible to your site. The most commonly used method is Search Engine Optimization through Google. Many businesses believe traffic can be increased by maintaining a high Alexa ranking.