{"id":207333,"date":"2022-10-19T09:16:01","date_gmt":"2022-10-19T01:16:01","guid":{"rendered":"https:\/\/seo-hacker.com\/?p=207333"},"modified":"2023-07-19T17:12:55","modified_gmt":"2023-07-19T09:12:55","slug":"google-search-results-is-shrinking","status":"publish","type":"post","link":"https:\/\/seo-hacker.com\/google-search-results-is-shrinking\/","title":{"rendered":"The Changing Landscape of Google: Shrinking Organic Listings and Its Impact on SEO"},"content":{"rendered":"<p><a href=\" https:\/\/seo-hacker.com\/google-search-results-is-shrinking\/\"><img decoding=\"async\" class=\"fpi-shvzz\" class=\"alignnone wp-image-207343 size-full lazyload\" data-src=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/Shrinking-Number-of-Search-Results_cover-photo.jpg\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/Shrinking-Number-of-Search-Results_cover-photo.jpg\" alt=\"Shrinking Number of Search Results\" width=\"1024\" height=\"768\" data-wp-pid=\"207343\" data-srcset=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/Shrinking-Number-of-Search-Results_cover-photo.jpg 1024w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/Shrinking-Number-of-Search-Results_cover-photo-300x225.jpg 300w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/Shrinking-Number-of-Search-Results_cover-photo-768x576.jpg 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/768;\" \/><\/a><\/p>\n<p>Seeing rankings go from NOT IN TOP 100 to the first page of Google is what we live for as SEO specialists. Thank you rank tracking software!<\/p>\n<p>But a few days go by and you noticed that your website\u2019s organic traffic is still low and it got you thinking &#8211; <em>\u201cmy website is ranking on the first page of Google but, why am I not gaining any clicks and visitors to my website?\u201d<\/em><\/p>\n<p>Only to find out that your website is not even on the first page!<\/p>\n<p><strong>WHAT?!<\/strong> (As we all know, no one checks the second page of search results) This is because some search queries on Google will result in showing only 9 or even worse, only 7 search results.<\/p>\n<p>Wait, you didn\u2019t know that?<\/p>\n<p>Yes, this has been happening since April 2012 and you may not be aware of this up to today. Because in the past, it wouldn\u2019t happen so often but now search results pages are using this as the staple. 7 &#8211; 9 results are far more common today than ever before.<\/p>\n<p><!--more--><\/p>\n<h2>Google Search Results: Shrinking Number of SERPs<\/h2>\n<p>If you try searching on Google right now, there is a good percentage of results pages that only show 7 to 9 results on the first page instead of the usual 10. This has been first noticed by <a href=\"https:\/\/twitter.com\/dr_pete\" target=\"_blank\" rel=\"noopener\">Dr. Pete<\/a> in April 2012 which he wrote on <a href=\"https:\/\/moz.com\/blog\/serp-crowding-shrinkage-its-not-your-imagination\" target=\"_blank\" rel=\"noopener\">his SEOmoz blog<\/a><\/p>\n<p>Here\u2019s the graph from the first time he noticed it:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-207334 size-full lazyload\" data-src=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/dr-pete_serps.png\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/dr-pete_serps.png\" alt=\"SERPS Less than 10 Results\" width=\"624\" height=\"370\" data-wp-pid=\"207334\" data-srcset=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/dr-pete_serps.png 624w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/dr-pete_serps-300x178.png 300w\" data-sizes=\"(max-width: 624px) 100vw, 624px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 624px; --smush-placeholder-aspect-ratio: 624\/370;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This just shows the rise of first-page search results that show less than 10 listings. From 2% it drastically increased to 18% within two <\/span>days.<\/p>\n<p><span style=\"font-weight: 400;\">Another follow-up study was done by Larry Kim, in support of what Dr. Pete discovered. Based on <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2012\/08\/21\/new-google-serp\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">his investigation<\/span><\/a><span style=\"font-weight: 400;\">, he noticed that:<\/span><\/p>\n<ul>\n<li>100% of the organic search results that contained sitelinks also had other SERPs features with 7 or fewer organic listings.<\/li>\n<li>100% of the organic search results that did not contain sitelinks had the usual 10 organic listings.<\/li>\n<\/ul>\n<p><em>But the data you\u2019re showing is from 10 years ago, is it relevant until now?<\/em><\/p>\n<p><strong><em>YES!<\/em><\/strong><\/p>\n<p>As Google never looked back and instead implemented it into more of its search results.<\/p>\n<h2>&#8216;7 is the New 10!&#8217;<\/h2>\n<p>Gone are the days when you will see precisely 10 search results on the first page of every Google search result. This has been the case for a lot of search queries for branded keywords ever since that change in April 2012.<\/p>\n<p>And now there\u2019s a new trend on Google\u2019s search results, this is where it only shows 9, 8, and worst 7 links even for non-branded, generic keywords!<\/p>\n<p>A thing I noticed is that in many search engine results pages (SERPs) nowadays is a rising amount of SERPs Features on every search query. And this has impacted every organic result as most of these SERPs Features have taken over and knocked down some of the coveted organic \u2018blue links\u2019 down to the second page.<\/p>\n<p>Another thing that changed the world of \u2018search\u2019 is that it functions more like a \u2018search feed\u2019 rather than a \u2018search listing\u2019. As these two things may sound the same but they are not. A \u2018feed\u2019 is more like the idea of social networking platforms, where the content shown is intended to keep users scrolling with endless results. Wherein the concept of a \u2018list\u2019 before is specific and straightforward Top 10 results and that&#8217;s it.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-207341 size-large lazyload\" data-src=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed.jpg\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed-1024x683.jpg\" alt=\"scrolling search feed\" width=\"604\" height=\"403\" data-wp-pid=\"207341\" data-srcset=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed.jpg 1920w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed-300x200.jpg 300w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed-1024x683.jpg 1024w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed-768x512.jpg 768w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/search-feed-1536x1024.jpg 1536w\" data-sizes=\"(max-width: 604px) 100vw, 604px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 604px; --smush-placeholder-aspect-ratio: 604\/403;\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>This certainly indicates how the digital world has evolved, at which point users are conditioned to scroll endlessly. The domination of social networking platforms in user engagement and retention has made search engines adapt to it. At the end of the day, both search and these social networking platforms are advertising-based industries that earn through ad impressions.<\/p>\n<h2>\u2018Finding 10\u2019 &#8211; Nowhere to be found!<\/h2>\n<p>Try searching on Google on a desktop device right now, and I bet you that most of your search results will show fewer than 10.<\/p>\n<p>Here are a few examples you can try searching:<\/p>\n<ul>\n<li>Advertising: 9 results<\/li>\n<li>Glamorous Camping: 8 results<\/li>\n<li>Food Delivery Manila: 7 results<\/li>\n<li>Kid-friendly Places in Makati: 9 results<\/li>\n<\/ul>\n<p>Those are just some of the results I got while testing multiple queries on a desktop in incognito and normal mode of Chrome. As you can see I tried to search using short-head terms and longtail terms, and most of the results do not show the 10th listing in the SERPs.<\/p>\n<p>But also keep in mind that these SERP results and layout may differ in every country so the number of snippets on the first page can change.<\/p>\n<h2>Organic Results V.S. SERP Features<\/h2>\n<p>As I got curious about SERP Features (events, top stories, and knowledge panels) and how it affects Google search results, I tried to look for other people\u2019s analysis regarding this. I found a very interesting case study done by <a href=\"https:\/\/www.kevin-indig.com\/author\/kevin\/\" target=\"_blank\" rel=\"noopener\">Kevin Indig<\/a>, an SEO practitioner.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-207340 size-full lazyload\" data-src=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/SERPS-Features.png\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/SERPS-Features.png\" alt=\"SERP Features\" width=\"608\" height=\"898\" data-wp-pid=\"207340\" data-srcset=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/SERPS-Features.png 608w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/SERPS-Features-203x300.png 203w\" data-sizes=\"(max-width: 608px) 100vw, 608px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 608px; --smush-placeholder-aspect-ratio: 608\/898;\" \/><\/p>\n<p>And the image below is the data Kevin gathered with his investigation into knowing the relationship between organic results and SERP Features.<\/p>\n<p><span style=\"font-size: 10pt;\"><em>Note: \u201c1\u201d means the SERP Feature appeared above the first organic results; \u201c5\u201d means it appeared before the fifth organic results, etc<\/em><\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-207339 lazyload\" data-src=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps.png\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps.png\" alt=\"SERP Features Research\" width=\"941\" height=\"947\" data-wp-pid=\"207339\" data-srcset=\"https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps.png 941w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps-298x300.png 298w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps-150x150.png 150w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps-768x773.png 768w, https:\/\/seo-hacker.com\/wp-content\/uploads\/2022\/10\/kevin-indig_serps-220x220.png 220w\" data-sizes=\"(max-width: 941px) 100vw, 941px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 941px; --smush-placeholder-aspect-ratio: 941\/947;\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The data above also supports the assumption that SERP Features do affect the number of organic listings in Google search results &#8211; the more SERP Features appear leads to less number of organic results.<\/p>\n<p>More data and research is needed to fully establish the relationship between organic results and SERP Features. But the research above shows a pattern in its results and this could help jumpstart a full thesis on this topic.<\/p>\n<h2>How does this affect SEO?<\/h2>\n<p>These changes will profoundly affect SEO. As it is already visible and taking effect on Google search results &#8211; however, we do not have enough data regarding the shift of search engines from showing the classic \u2018lists\u2019 to user engagement and retention-focused \u2018feeds.\u2019<\/p>\n<p>So this is very alarming, especially for SEO companies and practitioners that rely on software in tracking the rankings of their clients. Rank-tracking software does not necessarily display if your website is on the first or later pages of results &#8211; so checking directly will be the only logical solution.<\/p>\n<p>One of our partners, <a href=\"https:\/\/from.seo-hacker.com\/seranking\" target=\"_blank\" rel=\"noopener\">SEranking<\/a>, is working on a solution to show TRUE first-page rankings as we write this blog. You might want to check them out!<\/p>\n<p>Yes, we are still looking at this from an outsider\u2019s view through a blurry lens. But some things became clear:<\/p>\n<ol>\n<li><strong>Go for at least 7, not 10!<br \/>\n<\/strong><br \/>\n&#8211; Being in the Top 10 means a lot less now compared to a decade ago! You should be targeting to be at least in the Top 7 to make your website relevant. Because even the bottom 3-5 results do not matter anymore if a more eminent SERP Feature hovers above them.<\/li>\n<li><strong>Organic Real Estate is Shrinking!<br \/>\n<\/strong><br \/>\n&#8211; Google adding a handful of SERP Features takes up the supposed spots for organic listings in the search results. This lowers the opportunities for you to increase the organic traffic of your website.<\/li>\n<li><strong>\u2018Search Feed\u2019 over \u2018Search Lists\u2019<br \/>\n<\/strong><br \/>\n<span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&#8211; Search results are much more crowded! The diversity of search results is shrinking. As Google is prioritizing some of its SERPs spots for different types of sites such as affiliates, brands, and marketplaces. But we cannot blame Google for this, as those links generate profit for them &#8211; after all, Google is still a business. And all businesses need to grow their revenues year on year.<\/span><\/span><\/li>\n<\/ol>\n<h2>Key Takeaway<\/h2>\n<p>From 10 to 9 to 8 to 7 results, this goes to show how much search results pages have changed over the years. As SEO practitioners we should adapt to this, from strategizing to getting into that \u2018list\u2019 to embracing the new format of endless \u2018feed\u2019.<\/p>\n<p>We have all known since day one that SEO is ever-changing, but for a long time, we believed that getting into the Top 10 would deliver at least some traffic. And I say that thinking is now outdated, that is why you need to have a very capable and competitive <a href=\"https:\/\/seo-hacker.com\/seo-philippines\" target=\"_blank\" rel=\"noopener\">SEO service provider<\/a> that won\u2019t just help you reach the top but will make sure to maintain your position.<\/p>\n<p>What do you think about the shrinking organic results page? Let us know your thoughts in the comments section below!<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[102031,100005],"tags":[],"wl_entity_type":[102583],"class_list":["post-207333","post","type-post","status-publish","format-standard","hentry","category-case-studies","category-google-and-other-search-engine-news","wl_entity_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>10 Down to 7: Google Search Results is Shrinking!<\/title>\n<meta name=\"description\" content=\"From its classic 10 organic results to today&#039;s 9 - or even worse 7. 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