Well, reading is one option.
Thinking is another.
We have a page that describes animated widgets that just happens to use as a trademark a furry animal. It comes in at the top for animated widget searches. The 2nd entry after us is a page actually about the furry animals. It just happens that we also come in at #1 on the furry animal searches.
Yet looking at the logs for searches it is quite obvious that a high percentage of the hits we get are for people looking for the furry animal, but click on us instead because we are at the top. Even though the Google search line says "furry animal brand animated widgets" quite clearly in the description of the website. And the 2nd entry says quite clearly that is about the anatomy and habitat of the furry animal.
That is exactly what the study is describing. Yet you think there is nothing else they can do?
Yes, that might be a bit exaggerated, but not much. I see it happen quite often - often enough in the keyword search logs to know that people are just clicking blindly.
[edited by: Wlauzon at 10:26 am (utc) on Aug. 24, 2007]