BrightEdge released a study showing that video content gets more clicks than classic (a.k.a. written) content. Before getting into the fact that web copy is now considered ‘classic,’* this finding suggests marketers can’t afford to ignore video if they want their SEO strategies to be successful.

Interestingly, the data shows that video broadly gets more clicks in search, but CTR fluctuates across the page.

Videos actually get a lower CTR if they’re shown as the No. 1 result compared to written pieces, but it flips for the No. 2 spot. Videos that rank second have a 5 percent higher click rate than written pieces, and continue to have a better CTR through the 7th result.

Why does a video do better when it’s ranked No. 2 versus No. 1?