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Well, that could be related to PPC Advertising. I recently got to know about this and found it quite impressive. In this the business owner only pays when somebody clicks on the business advertisement. The number of credit card sites can also be affected by this technique.
I agree with you Peter. The content should be really good and relevant, otherwise the performance lacks consistency. I even apply the same to my PPC Advertising and only relevant traffic flows in. It’s better to have small but consistence success, than to win it big to never win again. Happy holidays!