whatson - 9:49 pm on Aug 17, 2011 (gmt 0)

I disagree with:

2 – are so dismayed they immediately hit their back button, suddenly popping back onto our radar, alerting us to the fact they were displeased with the result we just showed them – why else would they suddenly come back, without consuming your content? Displeased.

E.g. What if there was a site that provided a gambling guide to Las Vegas, but ranking for "gambling guide", and most people just wanted to know about gambling, irrelevant of Las Vegas. Yet it still ranks for the generic term.
Therefore if this was as factor then it should only be per page, not site wide.