Not satisfied with the shifting dark arts of search algorithms, it seems Californian set up Google is now taking a far more basic approach.
It now appears that rather than returning ten results per page, that has been the previous norm for regular Google searches, only seven are being given in some instances.
For the proud and discerning SEO expert, it is in chasing down a top ten listing that they sell their talents on. A little like winning a medal on a super Saturday, appearing here shows that strategy and implementation work.
With only seven spots to aim at though, medals could be scarce and, ultimately, funding therefore pulled. After all, a significant number of users do not look past page one of the SERPs.
The update came in on August 12th, and means that many firms ranking at eight, nine and ten no longer have their no doubt prized positioning. You can almost hear marketers ripping out their hair in panic.
There are still pages that return the full compliment of ten results though. Conversely, other searches seem to pull back eight or nine hits.
The change is a result of indented site links being introduced and is still at a testing stage.
Dr Peter Myers from SEOmoz says less than 20% of queries are affected. Danny Sullivan from Search Engine Land says it could be more.
Whatever the truth though, it looks like companies will have to invest in their SEO far more than ever.