Agreed...those types of statistics are phony. You always need to peel back the onion. SPNGE good or bad drove retail sales in the past year - not online sales at their site. Online marketing can exceed hit numbers of companies that are actually much larger. NYT is 108 (a 3 billion dollar company but a newspaper). JCP a company much larger than the NYT is 912. How many hit are relevant is dependent on the business type.
Thus my question why are they even where they are? Remember these numbers on the site you posted are for the last 90 days. I suspect many hits to Sponge were info seekers and not prospective buyers.
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