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There's something that needs to be made blatantly clear regarding the internet: One million unique visitors that spend less than one minute on a website and do not return is not really "traffic." I hear so many companies (and you know who you are) that throw out these lofty, excitable "numbers," as if they're pulling in a large, coveted audience, but that is the equivalent of a million people driving by McDonald's every thirty days, taking a look, and not one going in to order a sandwich.