directom - 12:52 pm on Jul 6, 2007 (gmt 0)

Great discussion all. My experience is much the same as smallcompany's - nice points. Little or big things can change your outcomes pretty dramatically.

Because of that it's important to continue testing and monitoring everything so you can stay ahead of search trends. If you don't make changes, you'll continue to see declines of click through rates and all other metrics pretty steadily over time.