What is the difference between 7 and 10 results in Google SERP?
In the August Google began to test 7 SERP results page instead of the 10 like it was before on some special English keywords. In this experiment some brands receive a good opportunity to dominate in SERP because almost all 7 results was from the same website.
But what is the difference between 7 and 10 results page?
95% of queries with seven results also have sitelinks. And these sitelinks show up on all keywords that are brand keywords.
Now users of other countries also can see 7 results page: North America, Europe, some countries of Asia and South America
Around 8% of queries were affected; it means that this experiment has bigger impact than Panda algorithm (around 5%).