In September 2025, Google quietly made a significant change. It stopped supporting the &num=100 parameter. This feature allowed users and especially SEO tools to see up to 100 organic results on a single search results page.

This change might seem small, but for digital marketers, rank trackers, and SEOs, losing this parameter disrupts established workflows and methods for gathering data. So, what does this mean for you, your tools, and your search strategy?

What Was the &num=100 Parameter?

This parameter let you view 100 search results at once without needing to click through multiple pages. While everyday users typically didn’t use it, many SEO platforms depended on it to:

  • Pull deep keyword rankings
  • Track changes across pages 2 to 10
  • Find long-tail and low-competition keywords
  • Compile performance reports

By removing this feature, Google has limited the data SEOs can see in one request, impacting visibility tracking, especially for results beyond page one.

The Immediate Impacts on SEO Strategy

Rank Tracking Just Got Trickier

Previously, tools could load 100 results in one query. Now, they need to retrieve 10 results at a time over more than 10 pages. This change increases complexity, more server requests, and the chance of incomplete data.

If you're noticing sudden drops in keyword impressions or changes in average position, this update is likely the cause—not a decline in ranking.

Decreased Impressions in Search Console

Many SEO professionals are seeing fewer impressions, especially on desktop. This results from bot-driven queries or lower-ranked listings beyond page one no longer being tracked as often. This doesn’t mean your SEO efforts are failing; it means reporting is now clearer and more aligned with actual user views.

Less Visibility into Pages 2–10

Without the ability to scan deeper results quickly, finding "low-hanging fruit" keywords becomes harder. You’ll need to be more strategic in how you identify content opportunities or track growth for keywords ranked 11 to 50.

Why Did Google Do This?

There are a few reasons for this change:

  • To reduce scraping and automated traffic that create false impressions
  • To clean up Search Console and provide more accurate user-driven data
  • To encourage SEO strategies that focus more on refined, top-page performance
  • To support shifts toward AI-powered search that emphasize direct answers over long result lists

While this poses challenges for SEOs, it fits within broader trends in Google’s vision for a more streamlined, intent-based search experience.

What SEOs Should Do Now

Fonts do more than display words—they influence how we interpret tone, mood, and credibility.

1. Refocus on Quality Over Quantity

With less visibility into deep results, it’s crucial to optimize for meaningful, high-intent keywords. Focus on page 1 rankings and featured snippets instead of tracking hundreds of less relevant terms.

2. Check Your SEO Tool Settings

Ensure your SEO tools or rank trackers are set up to paginate correctly. Some tools may need reconfiguration or upgrades to handle smaller batches of results.

3. Update Reporting Conversations

If you're sharing impression and average position metrics with clients or stakeholders, inform them about this change. Visibility might seem to drop, but the data scope has changed—not necessarily your performance.

4. Embrace AEO and Featured Snippets

As deeper tracking becomes more challenging, optimizing content for direct answers, rich results, and voice search is increasingly valuable. Structured data and Answer Engine Optimization are now essential.

FAQs – Google’s 100 Results Page Retirement

Q: Has my site lost visibility?

Not necessarily. Fewer impressions may simply mean cleaner, user-focused data. Your position or traffic might not be affected at all.

Q: Should I still track up to 100 keywords?

Yes, but be strategic. Focus on rankings within the top 30 to 50 and prioritize keywords that are likely to convert.

Q: Will other SERP tracking features be affected?

It's possible. As Google continues to shape a cleaner, AI-powered search experience, we might see more limits on bulk data access.

Final Thoughts: SEO Is Evolving Again

While some may view this as a setback, it’s an opportunity to concentrate on what matters: quality content, genuine user intent, and visibility on page one.

Search engines are changing beyond traditional listings. As SEOs, we need to adapt alongside them.

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