Exactly. But Semrush is much better for larger sites. To get a good idea of keyword traffic go to their website and grab their meta keywords or by using semrush to see where they are ranking as well. Then use keyword tool to get some numbers.
Alexa uses a sampling of users (only those who have the Alexa toolbar installed) and they multiply it out - generally giving very inaccurate results.
This is most often seen with web-marketing sites having a very good Alexa rating - as they are visited by other marketers - the most likely people to have their toolbar installed.
Guaranteed that that is why BHW has an extremely good rating - very popular, yes, but it will also have a much higher percentage of visitors with the toolbar installed - therefore skewing the results.
Look at their back links so you can see where their referral traffic is coming from, next, run an SEO report for the site and see they keywords they are ranking for so you can estimate the amount of Organic traffic they receive once you run their ranked keywords though Google's AdWords Traffic Estimation tool. I hope that helps
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