Google has permanently disabled the &num=100 parameter, fundamentally changing how SEO professionals track rankings and forcing a complete overhaul of industry tools and practices.
In a move that has sent shockwaves through the SEO community, Google has quietly removed the ability to display 100 search results per page, effectively limiting users to the standard 10 results per page format. This change, which began rolling out on September 10, 2025, has disrupted thousands of SEO tools and revealed potentially inflated impression data that may have been skewing analytics for years.
What Changed and Why It Matters
For over a decade, SEO professionals relied on the &num=100 URL parameter to display 100 search results on a single page instead of the standard 10. This functionality was crucial for rank-tracking tools, competitive analysis, and comprehensive SERP (Search Engine Results Page) monitoring. The parameter allowed users to add &num=100 to any Google search URL to instantly see more results without clicking through multiple pages.
However, starting September 10, 2025, this parameter became increasingly unreliable before being completely disabled. Google confirmed to Search Engine Land that “The use of this URL parameter is not something that we formally support,” marking the end of an era for SEO practitioners worldwide.
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Immediate Impact on SEO Industry
Rank Tracking Tools Disrupted
The removal has caused widespread disruption across the SEO industry. Major rank-tracking platforms including SEMrush, Ahrefs, and numerous smaller tools experienced significant data gaps and reporting errors. Keyword Insights reported that instead of one request for 100 SERP results, their system now requires 10 separate requests, increasing costs tenfold.
Popular SEO professional @tehseoowner noted on X: “Google has seemingly removed the ability to do &num=100… If you use the parameter, only 2 pages show. This ‘2 pages’ filter has been tested for a year, but usually if you clicked to page 2 they have the rest the top 100. Now it shows nothing after page 2.”
Search Console Data Anomalies
Perhaps most significantly, the change has exposed potential data inflation in Google Search Console. SEO expert Brodie Clark documented dramatic drops in desktop impressions starting September 10, with many sites seeing 30-50% decreases in impression data while click rates remained stable.
This revelation has prompted industry experts to question whether the widely-discussed “great decoupling” of impressions and clicks was actually caused by bot traffic from SEO tools rather than changes in user behavior or AI Overview implementation.
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Technical Details of the Change
How the Parameter Worked
The &num=100 parameter was a simple addition to Google’s search URLs that modified the results display:
- Standard URL:
google.com/search?q=example - Modified URL:
google.com/search?q=example&num=100
This modification allowed users and automated tools to retrieve up to 100 results in a single request, significantly improving efficiency for bulk data collection and analysis.
Current Limitations
With the parameter disabled, users are now limited to:
- 10 results per page (standard)
- Manual pagination through multiple pages
- No bulk result retrieval option
- Increased load times for comprehensive analysis
Industry Reactions and Adaptations
SEO Tool Providers Respond
Major SEO platforms are rapidly adapting their methodologies:
SEMrush has updated their data collection processes and issued guidance about temporary reporting discrepancies. Keyword Insights announced they’re “reviewing options and will update the platform soon” to handle the 10x increase in required requests.
Brodie Clark, a prominent SEO analyst, suggests this change offers “an alternate explanation for at least part of that decoupling, especially on desktop where most rank tracking happens.”
Alternative Solutions Emerging
SEO professionals are exploring various workarounds:
- Browser extensions for bulk result viewing
- Alternative search engines for comparative analysis
- Modified scraping techniques using pagination
- Increased reliance on Google Search Console native data
Implications for SEO Strategy
Data Accuracy Improvements
While disruptive, this change may ultimately improve data quality. The removal of automated bot traffic from impression counts could provide more accurate representations of actual user engagement and search behavior.
Cost Implications
SEO agencies and in-house teams face increased costs as tools require more requests to gather the same data. This may lead to:
- Higher subscription costs for SEO tools
- More selective keyword tracking
- Increased focus on high-priority terms
- Alternative ranking methodologies
Strategic Adjustments
SEO professionals should consider:
- Reevaluating baseline metrics using post-September 10 data
- Focusing on Search Console native data for impression tracking
- Diversifying ranking data sources beyond traditional SERP scrapers
- Emphasizing click-through rates over raw impression counts
Looking Forward: What This Means for SEO
Short-term Challenges
The immediate impact includes:
- Temporary data gaps in ranking reports
- Recalibration of historical performance baselines
- Increased tool costs and complexity
- Potential client communication challenges around data discrepancies
Long-term Benefits
However, the change may drive positive developments:
- More accurate search performance data
- Reduced reliance on potentially inflated metrics
- Innovation in SEO tool methodologies
- Better alignment between SEO data and actual user behavior
Google’s Broader Anti-Scraping Efforts
This change appears to be part of Google’s broader initiative to combat unauthorized scraping. Ryan Jones noted: “All of the AI tools scraping Google are going to result in the shutdown of most SEO tools. People are scraping so much, so aggressively for AI that Google is fighting back.”
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Recommendations for SEO Professionals
Immediate Actions
- Review Recent Search Console Data: Compare pre- and post-September 10 metrics to establish new baselines
- Communicate with Clients: Explain potential data discrepancies and their causes
- Audit Tool Dependencies: Identify which tools are affected and plan alternatives
- Update Reporting Processes: Adjust dashboards and reports to account for data changes
Strategic Adaptations
- Diversify Data Sources: Reduce dependence on any single tracking method
- Focus on User-Centric Metrics: Emphasize engagement and conversion data over raw impressions
- Invest in First-Party Data: Develop stronger analytics and tracking capabilities
- Stay Informed: Monitor tool provider updates and industry developments
Conclusion
Google’s elimination of the &num=100 parameter represents a significant shift in the SEO landscape, affecting everything from daily rank tracking to strategic decision-making. While the immediate impact has been disruptive, this change may ultimately lead to more accurate data and better SEO practices.
The industry’s rapid adaptation demonstrates its resilience, but SEO professionals must remain vigilant and flexible as Google continues to refine its policies around data access and scraping prevention. Success in this new environment will require a balanced approach to data collection, increased focus on user experience metrics, and continued innovation in SEO methodologies.
As the dust settles from this change, one thing is clear: the SEO industry’s relationship with Google’s search data will never be quite the same. Those who adapt quickly and strategically will be best positioned to thrive in this new paradigm.
