10 seconds? That's exactly 2.5 times longer than is required. Many computers based on the ATX format will power off when the power switch is held in position for 4 seconds.
In the terms of viruses, it is better to power off, remove the battery - wait 30 seconds; longer does no harm, and start the computer up, but I would avoid safe mode with networking as this could encourage the active use of an internet connection and therefore re-instate itself. I would recommend pure safe mode if you should want to do so. But Safe mode is only for those "hard to reach spots" that can't be got at without conventional ways.
In the terms of a laptop/netbook, you should get a logo of the device you get, once that disappears, start pressing the F8 (fate dunno why I like to call it that) if you select nothing, it will resume normal start up in 30 seconds by default. This can be adjusted.
In the terms of powering off a full desktop PC, it would be best to power off, switch off (some computers have rocker switches) and unplug. Then hold the power button on for a few seconds to drain the capacitors which WILL still have a charge in them.
I myself use safe mode rarely as there aren't many instances that call for it