If it wasn’t enough difficult to rank on the first page of Google, with all the competition, universal search includes. Now, Google is even showing less results on some search result pages. Normally, the first 10 results on any search query are already competitive. Most SEO’s will know how the click distribution on average is allocated to the different positions, with the majority going to the top 10. With less results on the first page, it will become even more difficult to get any traffic on relevant pages if you are not the brand owner, Wikipedia or Google.
Below you see a SERP for Zhu Zhu Pets on Google.nl, where the first page only has 8 real results. The page with 8 results looks so short… There is something missing!