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Another reason is the business is changing. Traffic generation is important, but if the traffic lands on a page that has poorer content than it's competitors it's worth less than it could be.
What's better, generate 10% more traffic, convert 10% more or do both?
Those relying on number 1 will lose out. Those doing 2 will get the affilaites who send traffic slowly but surely. The guys doing both are the ones moving forward.
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