Disagreeing with myself
As Ensight - Jeremy C. Wright points out on his blog, my advice is for sites trying to reach the mass market.
Of course, you shouldn't be trying to reach the mass market, should you?
Now, if your niche is, say, poodle lovers, then the advice stands. But if your market is IT folks or active online researchers or Mac users, it's a different story.
In general, if you're trying to reach everyone, you'll reach no one.
If your slice of the market is horizontal relatively to technology, then my initial thought stands.