After finding out that iText received 5 stars on findbestopensource.com, I browsed the site. Unfortunately, the "About Us" page didn't reveal much, but I started reading some articles and I found an article entitled How to increase Alexa rank for the website.
In a distant past, I used to play a game named "Alexadex". I see that is has now been renamed to URLadex, probably to avoid threats regarding Trademark infringements. The idea of the game was to "trade URLs" as if it were "shares." The value of a share was the daily reach per million according to Alexa. I made it a sport to get a high ranking for the iText site on Alexa. But that was back when iText was still a hobby. Nowadays, I don't have much time to play games.
Nevertheless, I recognized the three tips that are given in the article. I remember that they also worked for me. I have an old account on Alexa (I don't know if that matters), and I used to have the Alexa toolbar and some traffic widgets. I was able to create (virtual) URLadex revenue by adding/removing those widgets to tweak the value of the shares of my own site. I found out that this could also be achieved by adding an Amazon widget (Alexa is a service owned by Amazon). That was before I wrote my book; I used a widget promoting the PDF Reference Manual.
As an experiment, I've just added some Alexa and Amazon widgets to some of the most important pages on itextpdf.com. This is today's report on Alexa:
There are 117,702 sites with a better three-month global Alexa traffic rank than Itextpdf.com. While roughly 24% of the site's visitors are in India, where it is ranked #45,690, it is also popular in the Netherlands, where it is ranked #38,476. Visitors to the site spend approximately 37 seconds on each pageview and a total of four minutes on the site during each visit, and it is located in Belgium. Compared with all internet users, Itextpdf.com's audience tends to be male; it also appeals more to people browsing from work who have postgraduate educations and have incomes between $60,000 and $100,000.
It's no surprise that the site is popular in India. If the report were more detailed, I think it would show that there's a high concentration of visitors in Bangalore (because that's where you'll find plenty of developers). I don't know how accurate this report is, but I assume that most developers are male (although I would like to see this change) and that they (should) have postgraduate eductions. Looking at the income of the iText visitors, I'm surprised to see that they make plenty of money using iText ;-)
As for the ranking: let's create the same report in one to three months, and find out if the ranking improves (after adding the widgets and installing the Alexa toolbar).