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I had EXACTLY the same question and I think the posters here did a good job. The graph posted by Cars.com only used 4k keywords; Carfax used 20k keywords, and Cargurus pays for millions. So definitely "spin" as another poster noted. It would have been helpful if David or someone else from one of these companies just came out and said this and how we should interpret it versus having us figure it out, but that's what crowdsourcing is for . In seriousness though: I think the point another poster made that directionally Cargurus is consistently down is important, and in my view 4,000 words is probably a large enough sample size for SEO in terms of what people are typing; but I suppose reasonable people may think its higher. The most important question is are dealers seeing results? David: Can you prove out more lead conversions from this traffic? Or can Carfax? that will help us parse through the spin.