I have hazy memories of a conversation in a smoke-filled room, back in the days when alcohol and tobacco went together like cheese and pineapple. It was about some research on decision-making for New York firefighters.
The crux of the research was that the chief firefighter didn’t necessarily make the best decision but made the best decision in the time available with the information available. Obviously, firefighters’ work is very time-sensitive to put it in bizpeek.
I think that likewise, many browsers of the web find information in a similar fashion. Whatever comes up first in a search will be used, as nobody rummages through search results unless they can’t find the information.
For example, I wanted to know how to hook up a micro-blog with a site analytics, to see how effective my tweeting is. The first result was this blog entry: Twitter and Google Analytics: What to Track. It might not be the best article but it was the first, and it told me what I needed to know.