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Thanks Theo! I'll try to go in order here: 1 - Not selling anything, but serving ads. It has a small affiliate shopping functionality that is hard coded into the HTML, but with a max of 3 links on a page for those.  2 - Search=43%, Direct=25%, Referral=32% 3 - Visitor interaction are comments or social shares.  4 - I'm somewhat of a noob, so I don't really know what to call a conversion here?  5 - The IA seems to be pretty good overall. There are categories in the top nav, the content is easily readable and at a good text size, a fairly common site overall structure and aesethic-wise. Is it appropriate to mention the site in question here? It's not a traditional "client" of mine so they're open to any help.