Google updates number of Organic links that can show in SERPs

Google is constantly changing their algorithm and how the search engine results pages (SERPs) display relevant infomation.  An ‘improvement’ made in the last week includes the following:

For search queries that show a strong interest in a particular domain you will now see more than the two listings for the domain.  This is a change from the maximum of two listings that Google would show per organic search result prior to last week.

For example, if you are planning a trip to New York City and want to visit the Whitney Museum – you may search ‘Whitney Museum Exhibitions‘ as shown below.

Image of Whitney Museum SERPS

Notice the number of results from the Whitney’s own page.  You are no longer presented with results from sites like TripAdvisor, Yelp and CitySearch above the fold on page one.    You must scroll down to find relevant information from different sources than the Whitney Museum.  There are certainly good and bad implications with this change, but the update to the number of organic links that can be shown for a business will help those tasked with controlling the information that appears when web users search for their business an exciting challenge.