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Just because its SEO traffic, it doesn't mean it will convert.
If 95% of your 100k hits is from China, Pakistan, Vietnam, etc etc etc., then yeah, its quite possible you're not making sales.
If you're ranking for "Big Fat Big Mama" on a site thats promoting teens, then there's another reason you may not be making sales.
100k hits over 18 months is 5k hits per month which is around 185 hits per day. Which seems to make me think he is ranking for some really long tail stuff. The quality just might not be there.
If you could provide more details about the traffic your friend is getting, it may be possible to figure out whats really going on here.
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