It's not that stupid; the more targeted your site is, the easier it is to make it look like the perfect match for a very specific search. That's why it's called

It's not that stupid; the more targeted your site is, the easier it is to make it look like the perfect match for a very specific search. That's why it's called a "traffic funnel," since the process takes a broad array of search topics and eventually pushes all of them back to a central site. Imagine that you're in this to create more than the traffic funnel. You would want to integrate the content for popular searches into a site with additional depth and subsidiary business - e.g. if you sell carpentry products, you might also put up articles about basic home repairs. If you go 100% of the way, build a brand image around the content, and then sell a product at the end of the line, the funneling process should give you lots of new business. You've established an "instant relationship" with customers through your content, which will put you ahead of most competitors. People trying to scale this horizontally, like your employer, are only doing the first step in the process and working out deals to secure the others. But I don't think it's a good long-term business. The low-quality content you're pumping out will gradually get eaten away by stronger niche competitors.