What Are the 10 Blue Links in Google?

When you think of a Google search, one image probably comes to mind: a clean white page filled with familiar blue headlines. These clickable links, historically referred to as the “10 blue links,” are the original format of Google’s search results. They’ve formed the backbone of SEO and user interaction for over two decades.

In this blog post, we’ll explore what the 10 blue links are, why they mattered (and still do), how the search landscape has evolved, and what this means for SEOs today.

What Are the "10 Blue Links"?

The term “10 blue links” refers to the standard list of organic search results that Google traditionally displayed on its search engine results page (SERP). Each listing consisted of:

• A blue title tag (the clickable headline),

• A green URL (later replaced with breadcrumb-style links),

• And a black or grey meta description underneath.

These links were typically the top 10 organic results on a given SERP—hence the name.

Why Were the 10 Blue Links So Important?

In the early days of SEO and web search, ranking in one of these 10 organic spots—especially in the top three—meant significant visibility and traffic. The 10 blue links represented:

• Democratized access to web traffic: Any site could theoretically rank, based on relevance and authority.

• Predictable SEO metrics: CTR (click-through rate) studies were more consistent, with the top result often getting over 30% of the clicks.

• Equal visual treatment: All results looked the same, so ranking higher was mostly a matter of relevance, not design or interactivity.

How Google’s SERPs Have Evolved

Today, the 10 blue links are still there—but often pushed down the page by newer, more dynamic SERP features:

• Featured snippets

• People Also Ask boxes

• Local map packs

• Image or video carousels

• Shopping results

• AI Overviews (formerly SGE)

These changes mean that the classic list of 10 organic results may no longer start at the top of the page—or even appear above the fold.

Are There Still Exactly 10 Links?

Not necessarily.

Google no longer guarantees exactly 10 organic results. Depending on the query, you might see:

• 6 to 10 organic listings

• Results split by features (like “Top Stories” in between)

• Infinite scroll instead of paginated results

• Additional domain diversity or clustering changes

So the “10 blue links” is now more of a metaphor for traditional organic results than a literal format.

What This Means for SEOs

While the search results page has changed dramatically, the importance of organic visibility remains. Here's what SEOs should take away:

• Traditional SEO still matters: Title tags, meta descriptions, and quality content are still foundational.

• Aim for enhanced features: Winning a featured snippet or getting into "People Also Ask" can boost visibility beyond the 10 links.

• Monitor SERP features: Tools like Semrush, Ahrefs, or Moz can help you understand how your keywords display in today’s SERPs.

• Focus on user intent: Google now blends different content types to satisfy user intent. SEOs must optimize accordingly.

The 10 Blue Links: Still Relevant?

Yes—but not in the same way.

The 10 blue links are still the core of search results, but they now exist alongside a constellation of other search experiences. Understanding their role—and how to earn one of those coveted spots—is still a vital part of SEO strategy in 2025.

The “10 blue links” are more than a nostalgic concept—they're a reminder of SEO’s roots. As Google’s SERP continues to evolve with AI, zero-click features, and rich results, the goal remains the same: help users find what they’re looking for.

Whether your content shows up as a classic blue link or in a modern featured snippet, your focus should always be on delivering value, clarity, and relevance.