Every search engine optimization (SEO) professional likely has an ultimate goal in mind — perhaps the coveted top rank: the #1 position on a SERP page. But an interesting discovery from this research is that we can all learn from Doyle Dane Bernbach’s campaign for Avis — "When you’re only No. 2, you try harder." Yes, the search results with rich media in the #2 position got a higher clickthrough rate than the search results with rich media in the same position. However, search results with rich media in the #2 position also outperformed the top rank: - The star reviews listing in position #2 captured more than three-quarters (76%) of clicks, compared to a mere 9% for the unenhanced retailer in position #1 - The author image captured 46% of clicks compared to 10% captured by the result in position #1 Get the full story at MarketingSherpa