There are enough flaws in search engine results page (SERP) design to fill several articles, but I will focus on one today that was a completely fortuitous discovery for me (I love those). It was a casual comment from a listener of the Daily Tech News Show that was read and very briefly discussed on the show. The person who called in was commenting on the common wisdom that few people click to the second (or later) pages of the results. Most people will either take the best option on the first page, change their query, or give up. They assume that if a result is not good enough to make it to the first page, it probably isn’t worth the time to check out. In Google we trust!