What Does Google’s num=100 Mean for SEO Reporting
Google’s num=100 removal in September 2025 created an immediate shake-up in how SEO teams read ranking and visibility data. The change slipped in quietly, but its impact was evident quickly across Search Console and major tracking platforms. Many teams experienced sudden drops in impressions, unusual ranking shifts, and discrepancies in data that didn’t align with actual traffic.
Below, we’ll break down what changed, why it happened, and what SEOs can depend on going forward. The goal is to make sense of the update and show how to evaluate performance with clearer, more dependable metrics.
What Happened When Google Removed num=100
The Google search results parameter known as num=100 once allowed SEOs to view up to 100 results on a single page. When Google quietly removed it in mid-September 2025, ranking data across platforms shifted overnight, and many teams experienced a sudden loss of keyword visibility, with impressions dropping and rankings appearing “off” in ways that didn’t align with actual traffic.
Another dataset showed the same trend, with large portions of lower-page results no longer appearing. Because those deeper positions disappeared, many keywords looked like they “improved” even though nothing changed on the site itself. This created inconsistent reporting in both Google Search Console and third-party rank-tracking tools.
Why It Happened
The SEO data accuracy issues that followed the update are tied to how the &num=100 parameter worked. It was never an official feature. However, SEOs and scraping tools used it to retrieve large sets of results simultaneously. Google likely removed it to reduce scraping by automated systems, including tools that gather data for AI training. This change also reduced non-human impressions, which makes Search Console data cleaner and more reflective of actual searches.
In fact, desktop impressions dropped sharply after the update, while average positions jumped. This matched what many teams saw in their own reporting. Google has not stated whether this is a temporary glitch or a permanent removal, but the pattern points to a deliberate shift toward limiting automated data collection.
The Data Fallout
The update resulted in a significant shift in keyword visibility data across nearly every industry. After the removal, 87.7% of sites saw impression declines, and 77.6% lost unique ranking terms. The biggest drops showed up in desktop searches and short to mid-tail queries. Search Engine Land reports that ranking and position data appeared to be a mess immediately after the update, which matched what many teams saw across their own dashboards.
Tools responded fast to limit disruption. Semrush shared in its Newsroom that its visibility metrics remained steady, with Top 10 and Top 20 reports remaining reliable. AccuRanker also explained in its blog that it updated its models to track daily Top 30 results and refresh Top 100 rankings twice per month. They also backfilled data, allowing users to maintain consistent reporting. Both platforms quickly moved to stabilize their SEO reporting metrics after the change.
What This Means for SEOs
Even with the drop in SEO reporting strategy metrics, actual performance remained steady. Clicks, sessions, and conversations remained unchanged with the update, indicating that user behavior remained the same. The change primarily removed inflated, non-human impressions, giving teams a clearer view of genuine activity.
This is a good time to refocus on first-party data. Metrics tied to revenue, leads, and on-site actions give a more reliable picture of how organic traffic performs. Many teams now blend Search Console, analytics, and CRM (Customer Relationship Management) data to track results in one place. This shift moves reporting toward organic traffic that reflects actual engagement, rather than volume created by automated hits.
What’s Next
Google has not confirmed if the Google update impact from removing num=100 is permanent. Third-party platforms continue to test new crawling and sampling models to maintain data stability, and most tools anticipate refining these models over the next few weeks. SEOs can benefit from sharing clear updates with clients and stakeholders because the changes impact reporting visuals more than actual performance. As platforms adjust, impression data should settle and move toward more consistent SEO forecasting patterns.
Eyeful’s Expert Insight
“This update reminds us that our SEO focus should remain on first-party data, specifically organic revenue and leads. While keyword rankings and impressions are indicators of SEO trends, first-party data and ROI are the ultimate test, and that remains unchanged by this reporting change. ”
Conclusion
This update created a shake-up in visibility metrics, but it didn’t change how users interact with websites. Traffic, conversions, and revenue remained steady, which shows that actual performance remains strong. As reporting continues to settle, focusing on first-party data gives a clearer view of what drives results. Cleaner SEO data integrity sets the stage for better decisions and steady growth, even as Google Search Console updates shift how impressions appear.
FAQs
What was Google’s num=100 parameter?
Google’s num=100 was a hidden search modifier that let users view 100 results per page instead of the default 10. It was heavily used by SEO tools and scrapers to extract comprehensive sets of ranking data simultaneously.
Why did its removal disrupt tracking tools?
SEO tools relied on the num=100 parameter to collect ranking data in fewer queries. Once removed, tracking systems had to make many more requests, which increased the crawl load and reduced the consistency of position and visibility reporting across platforms.
Did organic performance really drop?
No, actual traffic and conversions didn’t decline. What changed was how rankings and impressions were reported. Many tools lost access to deeper search positions, making it appear as though performance dropped, even though user behavior remained the same.
Will Google restore num=100?
So far, Google hasn’t confirmed whether the removal is permanent or a test. However, since it was never an official feature and no fixes have been rolled out, most signs point to this being a lasting change.
How should SEO teams respond?
Teams should prioritize tracking results tied to business goals, such as revenue, leads, and engagement. First-party data from analytics and CRM platforms provides a clearer and more reliable picture than impressions or rankings alone, especially after recent shifts in visibility.