Definition
The term “10 Blue Links” in SEO refers to the traditional format of Google’s search engine results page (SERP), which displays the top 10 organic listings in a standard layout of blue-colored, clickable hyperlinks. These listings appear in response to a user’s query and are ranked according to Google’s algorithm based on relevance, authority, and other SEO factors. Historically, the 10 blue links were the primary goal of SEO efforts—marketers and content creators aimed to rank within these first ten spots to capture the majority of search traffic.
Is It Still Relevant?
While the concept of the 10 blue links remains a crucial piece of SEO strategy, its prominence has shifted due to SERP evolution. Today’s search results are more dynamic and include features like:
- Featured snippets
- People Also Ask boxes
- Knowledge panels
- Local packs
- Video carousels
- Shopping results
These additions have displaced the traditional 10 blue links further down the page, especially on mobile devices. As a result, ranking within the top 10 is still important, but it’s no longer the only SEO objective. Instead, optimizing for position zero (i.e., featured snippets) and enhancing content for rich results have become more relevant due to changes in Google’s layout and AI-driven ranking mechanisms, such as BERT or the helpful content update.
Real-world Context
Consider the scenario of a local bakery optimizing their website. By targeting keywords like “best cupcakes in Chicago” and creating optimized content, adding meta tags, and gaining backlinks, their goal is to appear in the top results—ideally, within the top 10 blue links for organic discovery. However, they now also aim to appear in the local pack or answer common questions in snippets.
Another example: a SaaS company blog post answering “how to build a content calendar” might rank as one of the 10 blue links. If optimized effectively, it could also qualify for a featured snippet, outperforming other organic results in visibility.
Competition has also intensified. A single query might return multiple SERP features, reducing click-through rates (CTR) for even top-ranking blue link entries. Still, achieving a top-10 position signals authority and increases trust and traffic—especially if your page gets placed above the fold.
Background
The phrase “10 blue links” dates back to the early 2000s, describing the consistent format of Google’s search results: 10 text-based hyperlinks, colored blue, leading to the most relevant pages for a given query. This structure came to define Google’s minimalist user experience and established the goalposts for early SEO practitioners.
Originally, SEO tactics including keyword stuffing and link farms were used to manipulate rankings within the 10 blue link structure. Over time, Google refined its algorithms to reward relevance, content quality, and user experience. As search behavior and technology evolved—particularly with the rise of mobile, voice search, and AI—the SERP evolved as well, leading to the rise of universal search results and the partial displacement of the original 10 link layout.
What to Focus on Today
To compete effectively in the modern SERP environment while still targeting the coveted 10 blue links, here are some best practices:
- Perform Targeted Keyword Research: Understand both short-tail and long-tail keywords users are searching for. Use tools like Google Keyword Planner, SEMrush, or Ahrefs.
- Create High-Quality, Relevant Content: Ensure your content matches search intent—whether informational, navigational, or transactional.
- Optimize Title Tags and Meta Descriptions: These greatly affect CTR and can influence Google’s decision to list your page among the top blue links.
- Improve On-Page SEO: Use proper heading structures (H1, H2, etc.), internal linking, and image optimization.
- Build Domain Authority: Earn authoritative backlinks through guest posting, digital PR, and creating linkable assets.
- Enhance Site Speed and Mobile Usability: With Core Web Vitals as a ranking factor, site performance directly affects the ability to rank in top results.
- Utilize Structured Data: Implement schema markup to support eligibility for rich results and help Google better understand your content.
While the SERP has become more complex, ranking in the 10 blue links remains a strong indicator of SEO success. However, modern SEO strategies must be multifaceted—combining traditional optimization with tactics to win featured snippets and other SERP enhancements.
By staying current with Google’s algorithm changes and focusing on user experience, relevance, and technical SEO, marketers can continue to leverage the power of the 10 blue links while adapting to the broader digital landscape.