gregbo - 10:41 pm on Apr 12, 2006 (gmt 0)

If a large percentage of searchers return to the search page and click on the next option, it's quite clear that site a is not what the searchers wanted. Individual behavior isn't that important, but it's clearly one way you can measure how close the serps are to user expectations, that's why google included this in their recent patent application.

Suppose a representative subset of them are doing SERP comparisons? It isn't clear (for all searches) that hitting the next link is a sign of dissatisfaction.