Sometimes the #2 spot on Google beats the top.

“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

The conclusions are based on a study with 300 consumers. Each was shown only one search result page per scenario and only the top five search results.

In each case, the consumers were shown a series of search results with a link including visual content in the second position, and a link without rich media in the first position. The consumers chose the enhanced listing 61% of the time. When the same link, without visual content, was in first position, study participants clicked on it just 48% of the time.

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 elusive top position in the SERPs. The dominant method clicks thru lure: Secure placement near the top of search results and include rich media as visual appeal.

Other articles you might like…
How AI Can Help Your Small Business

How AI Can Help Your Small Business

I am “life mature” enough to remember the first personal computers, I can remember feeling curious and dismissive. The tech was interesting but for most, it was a glorified typewriter. It didn’t make my life easier, fun, or more interesting. But, I'm sure it put a...

Use Other Search Engines To Improve Your SEO Strategy

Use Other Search Engines To Improve Your SEO Strategy

At the time of writing this article, Google is the dominant search engine, owning 88% of the search engine market share. Seeking the Holy Grail of new clients, marketers and businesses invest huge amounts of time and money “optimizing” their websites to appear in the...

Medical SEO: How to get your website to rank

Medical SEO: How to get your website to rank

Let’s say a potential patient, we’ll call him Steve, is in the market for a new doctor. What does he do? Many people will begin by searching a simple query like “doctor near me” or “primary care physician in…” which can yield tons of results, and for the most part,...