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There is a very interesting and telling story behind why Google displays only 10 search results by default. Well known Googler Marissa Mayer, the company's Vice-President of Search Product and User Experience, discussed the logic behind their decision to only display 10 results. They ran two tests - one with 10 results and one with 30 results, and found that traffic and revenue dropped by 20% with 30 results because of a 0.5 second delay in displaying results. That small load difference made Google less usable and desirable for users. It is those details that companies need to be aware of when building, designing, or tweaking their websites.
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