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Most people I know never visit any sites listed on the first page. The theory being that the first page is full of shady businesses who've used all sorts of submission programs to get listed on the first page.
I've written this post because only today I overheard a guy, in a coffee shop, recommending his friends to 'click straight past the first page of google, because the sites in the first page are all full of pop-ups try to get you to change your homepage or download something'. For the most part, he's right.
It doesn't help that most of the time when you use google you get:
find your KEYWORD at ebay.
more of KEYWORD on Amazon
red-hot KEYWORD action at...
download KEYWORD at...
We're probably just a small minority, but I always have more success with search engines by skipping past the first few pages.
This means (IMHO) that if your business is not in the hyped area, (sex, mp3, Britny Spears), being on the first page is still the goal. If your search in Goggle is not hyped (sex, mp3, Britny Spears) but a phrase or in a “normal” buisnes area, you can use the fires SERP