walkman - 3:37 am on Sep 19, 2011 (gmt 0)
Still layout related. Search for mortgage (on a browser you have not used) and look through the ad prism. What are most people likely to want to do when searching for 'mortgage'?
On top, I got a super ad for Google's mortgage comparison service--bells, whistles and about twice the height. It says "comparison ad," and it's extremely relevant. Then I get 3 other ads, also comparison ads and very relevant. For most settings this is all you see above the fold-- 4 ads.
Now for organic:
#1 is Mortgage Calculator (Notice how the search is NOT for a calc)
#2 is Wikipedia (Do most people know what a mortgage is?)
#3 is relevant
#4 to infinity LOCAL banks that offer something like "CDs, checking accts, mortgages...". Ya think I don't see them as I drive?
Conclusion for me is that ads are the most relevant ones so you want to click them. I don't think the keyword mortgage, insurance and the likes are left to chance. There are billions a year in this search probably.