Around the 10th-12th September 2025, Google quietly removed support for the num=100 parameter, a long-time trick used by SEO professionals, rank tracking tools and marketers to fetch 100 results per search page. While this update may sound minor on the surface, it carries significant implications for reporting accuracy, long-tail keyword tracking and the way digital teams monitor performance.
We’ve seen the impact of this change on our own website reporting, and while it’s caused some unexpected drops in impression counts and keyword visibility, there’s no need to panic. This is a shift in how data is collected, not a reflection of reduced performance.
Let’s break down what this change means and how your business can stay ahead.
What Was the “Num=100” Parameter?
For years, adding num=100 to a Google Search URL allowed users and SEO tools to load up to 100 search results in one go, well beyond the usual 10 results per page. This became a standard practice for:
- SERP scraping
- Advanced rank tracking
- Monitoring long-tail keywords
- Deep competitor analysis
Even though Google stopped officially supporting this feature in 2018, the method continued to function in the background, until now.
In September 2025, Google fully deprecated the parameter. Any attempt to force more than 10 results now returns only a standard page.
Why Has Google Removed It?
Google has not given a detailed public explanation, other than that the parameter is not something they formally report, but the change aligns with broader shifts we’ve seen in the search landscape:
- Reducing automated scraping: Tools and bots using this feature often violate Google’s Terms of Service. Disabling it limits non-human traffic and reduces server load.
- Limiting AI data harvesting: Large-scale scraping for training language models and extracting SEO insights has grown rapidly. Google is tightening controls to preserve the integrity of its data.
- Improving Search Console accuracy: Removing bot-driven traffic from keyword impression data makes the platform more reliable for real user behaviour insights.
Who Is Affected?
The removal of the num=100 parameter is already impacting how rank tracking tools and SEO platforms gather data:
SEO Platforms and Tools
Platforms that relied on pulling 100 results at once are now limited to 10. This means slower data collection, more server requests, and gaps in visibility beyond Page 1 rankings.
Agencies and Consultants
Reports may now show drops in keyword impressions or fewer rankings being tracked, particularly for keywords ranked beyond position 10. It’s important to explain to clients that these aren’t performance losses, but changes in data collection.
In-House Marketing Teams
If your team uses rank tracking tools, you may notice weaker visibility on long-tail keyword performance. Technical audits and content gap analysis will also take more time or return less detail.
What’s Happening in Search Console and Reporting Platforms?
You’re not imagining things; most businesses are seeing notable drops in Search Console visibility data:
- Up to 87% of tracked sites have lost impression counts
- Around 77% have seen declines in visible keyword positions
This doesn’t mean your content is no longer performing; it simply means the tools are no longer capturing deep page data that may not have been clicked or seen by actual users.
As a result, many SEO tools are now shifting to focus only on top-10 or top-30 rankings. This helps retain data accuracy but reduces insight into deeper keyword opportunities.
How Your Team Can Respond
While this change is frustrating, it’s also an opportunity to focus on more meaningful metrics and refine your SEO strategies.
Reframe Reporting Conversations
At Arcadian Digital, we’re helping clients understand that these data drops reflect cleaner, more human-focused reporting. It’s not about losing ground; it’s about removing noise.
Shift Keyword Strategy
With reduced visibility into deep rankings, it makes sense to refocus efforts on high-value keywords in the short- and mid-tail range, where intent and conversion potential are stronger.
Monitor Tool Updates
SEO software providers are already adjusting their systems. Expect redesigned dashboards, updated rank tracking logic, and changes in how long-tail data is gathered.
Plan for More Efficient Audits
Without the num=100 shortcut, gathering full ranking data will require significantly more requests. This makes comprehensive audits slower, more resource-intensive, and potentially more costly.
Looking Ahead
This change is part of a broader trend: Google wants to limit non-human data scraping and move towards a more authentic search experience. It’s also preparing for future policies on AI data use, search integrity, and privacy.
For digital teams and marketers, the key takeaway is this: adaptability matters. By embracing the shift and refining your strategy, you’ll be better positioned for long-term success in an evolving SEO landscape.
If you’ve noticed strange drops in your reporting, feel free to reach out. We’re already supporting clients through this transition, and ensuring they stay focused on what really matters: getting seen by the right audience.
