walrus - 3:39 pm on Jul 18, 2011 (gmt 0)

I agree with the SGT. I think if an established site is languishing between bottom of page 2 or 3 or deeper, go ahead and experiment with layout and content changes. If you are in top 5 or so of first page, you are close to MAX performance, thats when you want to avoid major change.
ON a side note, I have seen Google search results that were like policy breaching MFA sites. ALL ads top and side, with 2 place pages peeking up above the fold. And we all know the place page is 2 Google pages about your website or business when you count reviews. Kinda slimy.
Many of us will be forced to use adwords to stay above the fold, even if your number 1 because people just can't find a better search engine. And theres poor ASK, a coulda been contender, wasting so much money on adwords.