by Gord Hotchkiss
Much of what little strategy exists in search marketing is aimed towards the first click from a results page (also called a SERP). The position, the messaging and the landing page experience all assume that we've captured that all important first click. But what about the subsequent clicks?. In the search business, this is called pogo sticking, the bouncing back and forth from the search page, clicking on a number of sites in sequence in an effort to find what we're looking for.