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BizReport : Search Marketing : September 18, 2015

The effect of rich media in search results

The holy grail of search marketing is to be in the coveted number one position, but research from Blue Nile Research suggests that search results further down the page with rich media attract more clicks.

by Helen Leggatt

According to Blue Nile Research, 8 out of 10 high volume keywords now have rich media in their search results. And, those that are enhanced with rich media, such as author images, star reviews and video, even when they appear further down the page, are outperforming standard links in the number one position.

Blue Nile's research suggests that links with rich snippets in position 2 have a 61% click capture rate, whereas a link with no rich snippets in position 1 would have a 48% click share. This is compared to no rich snippets in position 2, which would result in only a 35% click share.

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"Ever since search emerged as the dominant method to capture traffic and customers online, marketers have aimed for the top--position 1--of the results page. It does remain generally true that the higher up one's brand appears in the search results, the greater the CTR. However, the results of this study are hard to ignore: Enhancement of search results with rich-media such as star reviews, map packs, author profiles and more may now challenge position 1's long-held status," concludes Blue Nile Research.

Image via Shutterstock

Tags: rich media, search engine optimization, search marketing

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