In “Before the Law” (Vor dem Gesetz), Kafka’s protagonist stands helpless in front of a gate. He can’t move forward or back, and he doesn’t know the rules for getting the gate opened. These days, it’s Google who offers us such frustrations.

Why Searchers Don’t Go Past the First Page. Or the first half of the first page.
We’ve seen lots of data about how searchers process search pages. The current rule of thumb is that 50% look at the second page of search results, and 25% at the third page. And almost no one looks at any [...]