Is the Future of Rank Tracking Limited to the Top 20 Results?

Google’s recent move to disable the num=100 search parameter has sent shockwaves through the SEO industry. For years, this parameter allowed search trackers to efficiently pull the top 100 results for a given query. With its removal, the future of rank tracking seems to be heading in one of two directions—and SEOs must adapt quickly.

Why the Num=100 Parameter Mattered

The num=100 parameter displayed 100 organic search results on a single page. Many keyword trackers depended on this feature to analyze SERPs at scale. Without it, providers now face the daunting challenge of scaling their crawling by 10x, making traditional rank-tracking methods more expensive and less sustainable.

Rank Tracking: Keep It or Let It Go?

Some in the SEO space, are fighting to keep top 100 data alive—even at a loss—arguing that access to deeper SERP insights benefits the entire ecosystem.
Others, like Ahrefs’ CMO Tim Soulo, suggest the future lies in focusing only on the top 20 results, since that’s where nearly all meaningful traffic and opportunities exist.

• Top 10: Critical, since this is where almost all traffic lands.
• Top 20: Actionable, offering insight into competitor opportunities and content optimization.
• Beyond 20: Mostly irrelevant—showing only that a page is indexed, but not competitive.

Distorted Search Console Data

Another impact of this change is how it affects Google Search Console reporting. SEO professionals have noticed significant drops in impression counts across properties. This suggests that SERP scraping may have previously inflated visibility metrics, painting an inaccurate picture of keyword performance.

For example:

• Short-tail and mid-tail keywords saw the largest declines in impressions.
• Page 3+ rankings declined, while Top 3 and Page 1 positions became more accurate representations of actual performance.

This shift may force marketers to rethink how they measure keyword visibility and success.

Google’s War on Scraping

Disabling the num=100 parameter is likely just the beginning. Google is investing in teams and technology specifically designed to identify and combat SERP scraping. For SEOs, this means relying on scraped ranking data will become increasingly unreliable and costly.

What This Means for SEO Going Forward

The end of easy access to the top 100 results is a wake-up call for the industry. Instead of obsessing over positions buried on page three, SEOs should:

• Focus on top 10 and top 20 rankings, where real opportunities lie.
• Use Search Console data as a more accurate reflection of visibility.
• Prioritize content quality, user experience, and relevance over chasing inflated metrics.

At Earn SEO, we understand how quickly the search landscape is evolving—and how changes like Google’s restrictions on rank tracking impact businesses. As a trusted provider of SEO services in New York, we help clients focus on the data that truly matters, driving visibility where it counts most: the top search results. Let our team guide your strategy and keep you ahead of the curve. Contact us today to strengthen your online presence.