rogerd - 9:14 pm on Aug 23, 2007 (gmt 0)

It may not be part of the study results, but I think there's a belief that the top search result is, in fact, whatever the person searched for. If they typed in "Acme Widget Company", they will often assume that they have reached the website of that firm, and completely ignore the site content which show they are at "Big Widget Directory." I get contact form emails all the time that make that clear - people ignore all clues on the site (logos, headers, text, etc.) and forge ahead with their question.