A “study” was released that notes that the majority of searchers will rarely go past the top 3 pages in the SERPs (Search Engine Results Pages). Then, it found that 70% of searchers noted that if they didn’t find what they were looking for on the top page — they started a new search. You need to be in that “Top 10″ out of billions or you are SOL.

I got a kick out of the top page scenario as my experience shows an even more radical point of view. Most searchers do not go past those links that are visible “above the fold!” Above the fold refers to the point where you would have to use your scroll bar to see the sites listed on the bottom half of the first page.

One of my sites has been fluctuating between 2-15 positions for years on Google (ranks much better on Yahoo and consistently #1 or top 5 in Live Search). I’ve used white hat SEO — keywords, titles, headlines and content for site visitors not for search engines. I grow and build the site — have no advertising and a bunch of free tools. It is clearly the most information packed, featured rich site on the topic (not just my personal opinion but of those who have found me and e-mail me on a regular basis). These folks are the 8%. They are looking for quality and take the time to look for it. They don’t simply click on whatever Google serves up above the fold, assume that is the best and stop there. They know better.

Clearly “the best site” doesn’t translate into top rankings. It is a catch 22. If your site is on the top, you get found, you get more links. But you can’t get the volume of links you need to be on top unless you are already above the fold.

Backlinks, which contribute highly to where you are ranked, rely on a factor the search engines are unable to compensate for. Does a link to a site on a certain topic simply because they are the first listed int he SERPs translate as the best quality site on the topic? Not necessarily. The study also notes that 92% of onliners take the path of least resistance and rely on whatever info is the first to display that then negates any additional effort on their part. Yes, clicking and scrolling is now considered effort.

So when you are thinking of backlinks and Google, think of the laziness factor. You need to get those highly coveted backlinks — above the fold — because most onliners won’t look past them to find your great site– even if it is factually a better design, information resource, product, etc. And sometimes, the above the fold positions may simply be unattainable.

There are so many factors involved in how search engine algorithms rank sites and IMNSHO there is a ton of work that still needs to be done to do so more accurately. Until then however, backlinks are the Holy Grail of rankings.

At your service,
Judith