I'm surprised to read that the number of clicks drops by 50% if the result moves down a single rank. Personally, I rarely click on the top link. I usually click

I'm surprised to read that the number of clicks drops by 50% if the result moves down a single rank. Personally, I rarely click on the top link. I usually click somewhere in the middle of the search results on the first page. I understand why the result page number matters but the exact rank having such a huge impact is surprising.