Most of you have probably heard about the minus 6 penalty where people with number 1 rankings have moved down to number 6.
The interesting thing to me about all these penalties (previous ones were minus 30 and minus 950) is how does Google chose what number to use?
My theory, to be taken with a pinch of salt, is that 6th place gets the least clicks out of any result in the first 10.
6th place is right in the middle of the page and we know doesn’t get a lot of clicks because of the leaked AOL data. Also 6th place is right on the fold of most screens so is easily missed when people scroll down. 6th place is also the lowest result to still have Adwords to the right hand side of it.