Why You Can’t See 100 Results on Google Anymore – What It Means for SEO

If your keyword visibility on Ahrefs or Semrush suddenly looks broken—or if your Google Search Console impressions dropped overnight—you’re not alone. This isn’t an error on your end.

Between September 10–12, Google quietly disabled the &num=100 URL parameter that allowed tools to fetch 100 search results per page. Now, results are capped at 10 per request.

The change has sent shockwaves through the SEO community, causing broken rank trackers, inaccurate dashboards, and big dips in reported impressions. But there’s more to the story.

Why Did Google Remove the Parameter?

Google hasn’t given a detailed explanation beyond stating: “We do not support the &num=100 parameter.” While true, the parameter had been quietly functional for years.

Industry experts believe the move could be tied to:

• Curbing bulk scraping: Preventing AI companies and scrapers from harvesting SERPs in large chunks.
• Reducing system strain: Generating 100 results per page is resource-heavy for Google.
• Improving data accuracy: Most users never scroll beyond 10 results, so limiting pages may align analytics closer to real user behavior.
• Protecting AI advantage: Google may want to limit easy access to training data for competitors.

How Does This Affect SEO?

The immediate effects have been clear:

• 77% of websites lost unique ranking terms
• 87.7% saw impression drops in GSC reports
• Rank trackers now require 10x more requests to collect the same data
• Data freshness and accuracy have taken a hit

But there’s a silver lining. Since impressions from positions 11–100 are no longer automatically counted, Google Search Console’s reporting will now reflect more realistic visibility data.

What Should You Do Next?

Yes, this shift is disruptive. But it’s also a reminder that SEO isn’t just about tracking blue links anymore.

Here’s how to adapt:

1. Monitor how your tools adjust – If they remain inaccurate or increase pricing, consider alternatives.
2. Focus on new SEO metrics – Visibility in AI Overviews, brand mentions in AI search tools (like ChatGPT or Perplexity), and share of voice in SERPs.
3. Use GSC as a baseline – The data may look lower, but it’s also more accurate to user behavior.
4. Stay calm and strategic – Industry tools are already working on solutions, and this isn’t the end of SEO—it’s just another evolution.

The removal of the &num=100 parameter signals a shift in how Google wants data to be consumed—and in how SEO professionals should measure success. While rank tracking feels messier right now, this change highlights the need to look beyond impressions and rankings.

Focus on real visibility, AI-driven search exposure, and brand presence. That’s where the future of SEO is heading.

At a time when Google updates can disrupt how businesses track visibility, having the right SEO partner makes all the difference. Earn SEO, a trusted SEO agency in New York, helps brands adapt to search changes, maintain accurate insights, and stay ahead in an AI-driven landscape. Our expert strategies ensure your business isn’t just reacting to updates but thriving because of them. Ready to future-proof your SEO? Partner with us today.