Whether you’re trying to be #1 in organic search results, or in paid search results, it may not be direct response nirvana. Here’s why:
Many practitioners of both organic and paid search marketing report better conversions when they’re not at the top. Lots of people searching don’t just click willy-nilly on the first thing they see and buy right away. Many people dig deeper to compare and perform due diligence on whatever it is they’re searching for.
Typically, the further a searcher drills down into search results, the more intense they are about that for which they’re searching. So if you’re positioned a little ways down, and you have a compelling proposition that compares well with the offers above you and below you, you could have a winner. LC
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