the traffic one is most interesting. Looking more at that one right now.
When I first read the title of the traffic one, I wanted to read it thoroughly because of the potential SEO aspects.
But after diving into it it looks like the patent is all about advertising and not any organic SEO. So, looks like the "traffic" part has to do with PPC, which makes sense: show ads from advertisers that have more traffic (so Google can make more money).