Sometimes marketing toward a generic keyword with a lot of hits won't drive customers. It depends on what customer you want. In the case of this article, Neil Patel was getting hits of people who weren't interested in buying his, well, no offense, fairly expensive services. Anyway, though, no traffic is wasted. It seems like he's saying all that traffic was wasted. Do you think it was? How might it be converted into money in his case? Well, it seems like he could grab their email, of course.
