"The top of the search results or bust" has long been the driving mentality for marketers when it comes to search.
Surprise!. A study by Blue Nile Research concludes otherwise. The 3 most common forms of visual content that influence consumers to click:
- Star reviews of products, such as giving an item one to five stars
- An image of the article’s author
- A local map showing locations
This supports the hypothesis that “a search result enhanced with rich media can outperform an unenhanced search result higher on the page,” according to the study. For example, star reviews in position 2 captured 76% of clicks compared to an unenhanced retailer in position 1 capturing 9% of clicks.
The key takeaway for marketers is to expand the search strategy beyond the the elusive top position in the SERPs. The dominant method click thru lure: Secure placement near the top of search results and include rich media as visual appeal.