Darren Rowse at Problogger.net talks about a recent post by Chris Smith about being number one for a keyword on Google. In the article he makes mention of the difference between being in first and being in second on Google for a keyword and says the difference in traffic can be as much as 60%!

I can tell you that our site receives approximately 30k of visits on average per day from Google, just from keyword searches for Term X. There’s typically one or two Sponsored Links just above us on the SERP, and a few Sponsored Links on the right side column, too.
When we dropped to second slot on the SERP for Term X, we lost approx 18k of visits per day. So, there it is: the difference between the number one slot and the number two slot for a major keyword term comes to about a 60% change in visits!

I don’t know about you, but I don’t have the problem of being number one on Google, so to read such an article is actually amusing, and interesting. If you knew you would have to work twice as hard to get to number one, but it would bring you almost double your normal traffic, would you do it?