The Google “num=100” SEO Update: What It Means and How to Respond

Introduction

If you’ve recently noticed a sudden drop in impressions or keyword visibility in Google Search Console, you’re not alone. Many SEO professionals saw the same thing — and the cause is not a penalty or a ranking issue. It’s the result of a quiet but impactful change from Google known as the “num=100” update.

Let’s break down what this update is, why it happened, and how you can adapt your SEO strategy to stay on track.

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What Was the `num=100` Parameter?

For years, SEO specialists and rank tracking tools relied on a little-known Google URL parameter:

Adding this to a search query (for example, ?q=seo+update&num=100) allowed users to view 100 results per page instead of the standard 10.

It was a simple but powerful shortcut for collecting deeper search data quickly. Unfortunately, in September 2025, Google quietly disabled support for this parameter, limiting all search result pages to their default setting — typically 10 results per page.

Why Did Google Remove It?

Although Google hasn’t made an official statement, several practical reasons explain this move:

To reduce large-scale data scraping
The num=100 parameter made it easy for automated bots and SEO tools to extract massive amounts of search data in one request. By removing it, Google is making scraping more difficult and resource-intensive.
To improve data accuracy
Automated queries inflated impression numbers in Google Search Console. Removing the parameter helps make impression metrics more reflective of real human searches.
To align with real user behavior
Most people never scroll beyond the first page of results. By restricting deep data access, Google’s metrics now better match actual user engagement.
To maintain better control over data access
This change gives Google more oversight of who is accessing search result data and how it’s being used.

What’s the Impact of the “num=100” Change?

The change doesn’t alter how websites rank, but it does affect how ranking and impression data appear in reports and SEO tools.

1. Lower Impressions in Google Search Console

You may notice a sharp decline in impressions after mid-September 2025. This doesn’t mean your visibility dropped — Google is simply no longer counting impressions from deeper result pages.

2. Fewer Keywords Reported

Since deeper search results are now less visible, you may see fewer ranking keywords appearing in reports. Long-tail terms that used to rank beyond page two might no longer show up.

3. Slight Improvement in Average Position

Ironically, the average ranking position might appear better. That’s because the lower-ranking results (positions 20–100) are no longer included in the average calculation.

4. Minimal Change in Traffic

Because most clicks come from page-one results, actual website traffic and conversions have remained mostly stable.

5. Rank Tracking Tools Affected

SEO tools that depended on the num=100 parameter now need to send multiple smaller requests to collect full SERP data, which may slow updates or increase operational costs.

How to Overcome the “num=100” Update

This isn’t a penalty or an algorithm change — it’s a reporting shift. Still, you can take a few smart steps to adapt and keep your SEO reporting accurate.

1. Adjust Your Key Performance Indicators

Focus less on impressions and keyword counts.
Use clicks, CTR, traffic, and conversions as your main performance metrics.
Track rankings primarily within the top 10 positions, since that’s where real users engage.

2. Update Your Reports and Dashboards

Add a note marking September 2025 as the date when the “num=100” change began.
Avoid comparing pre- and post-update impressions directly without mentioning this context.

3. Review and Optimize Your Tracking Tools

Contact your SEO tool providers to understand how they’re adjusting to the change.
Limit your keyword tracking to the most relevant terms instead of broad lists of hundreds or thousands.

4. Prioritize First-Page SEO

Strengthen on-page optimization for target keywords to reach the top results.
Improve click-through rates with compelling titles and descriptions.
Aim for featured snippets, knowledge panels, and AI-generated results for higher visibility.

5. Strengthen Your SEO Foundations

Create high-quality, user-focused content that answers real questions.
Build authority and trust through backlinks and consistent branding.
Optimize for page speed, mobile experience, and clear site structure — these remain crucial.

6. Communicate the Change

If you manage SEO for clients or internal teams, explain that the sudden drop in impressions or keyword count is a data visibility issue, not a ranking problem. Clarity prevents confusion and helps keep expectations realistic.

The Takeaway

The “num=100” update is less about rankings and more about data control. Google’s goal is to make SEO reporting more accurate and aligned with how real users search.

For businesses and SEO professionals, this is a reminder to focus on what truly drives performance — ranking for valuable keywords, improving user experience, and delivering content that satisfies intent.

As long as you adapt your tracking methods and continue to build strong, relevant content, your SEO success won’t be affected by this change.