Google’s num=100 Removal Just Broke SEO as We Know It

Google’s latest quiet update has made a loud impact on the SEO world. In September 2025, the search giant removed the &num=100 parameter — a small change that has fundamentally altered how marketers, researchers, and businesses access search data. This parameter allowed up to 100 search results per page, making it an essential tool for rank tracking, keyword research, and large-scale visibility analysis. Its removal has reshaped how professionals measure success, forcing the industry to adapt fast.

Covered in this article

What Was the num=100 Parameter?
Why Google Removed It
How This Impacts SEO Professionals
How to Adapt Your SEO Strategy
Rethinking Visibility and Reporting
Velocity’s SEO Recommendations
FAQs

What Was the num=100 Parameter?

For years, SEO professionals relied on Google’s &num=100 parameter to display 100 search results per page. This setting enabled more efficient keyword tracking, ranking analysis, and SERP audits. It was particularly useful for agencies and businesses that needed to monitor hundreds of keywords or identify long-tail opportunities at scale. By removing it, Google effectively limited how much search data can be gathered per request — shrinking visibility and complicating historical analysis.

Why Google Removed It

Although Google hasn’t issued an official explanation, the decision to remove the &num=100 parameter likely reflects a mix of technical, strategic, and commercial motives. On the surface, it looks like a routine infrastructure change—but the deeper implications reveal how Google is tightening control over its search ecosystem.

First, server optimisation and resource efficiency play a key role. Fetching 100 results per query placed a heavy load on Google’s systems, especially with millions of automated requests from SEO tools, browser extensions, and scrapers. By limiting result counts, Google reduces bandwidth consumption and improves response times for everyday users—those who rarely look past the first few pages.

Second, this move discourages large-scale scraping. The &num=100 parameter made it easy for rank trackers and data platforms to extract vast amounts of information outside of Google’s approved APIs. By removing it, Google reinforces its control over how data is accessed, aligning with its broader trend toward closed ecosystems and restricted visibility into organic search patterns.

Third, it’s a strategic push toward monetised data access. With fewer options for free, large-scale data extraction, businesses and SEO platforms are nudged toward paid API solutions or premium tools that operate under Google’s terms. This not only generates revenue but also centralises control of search data, reducing transparency for independent analysts.

Lastly, the change aligns with user behaviour normalisation. Most users never go beyond the first page of results. By forcing tracking systems to mimic that behaviour, Google ensures that reported visibility reflects “real-world” interactions rather than theoretical rank positions that few users ever see.

In essence, this update isn’t just about performance—it’s about power. Google is redefining the boundaries between public search data and proprietary insights, forcing the SEO industry to adapt to a smaller, more controlled data environment.

How This Impacts SEO Professionals

Rank-tracking tools and keyword analysis platforms that previously pulled 100 results in one query must now send 10 times as many requests to gather the same data. This increases server load, subscription costs, and reporting lag. The result? Fewer visible keywords and fluctuating impression counts — even when actual rankings remain stable.

As Search Engine Land reports, this change reduces independent verification of ranking accuracy, creating dependency on Google’s ecosystem. SEOs are being forced to reorient around smaller, cleaner datasets that prioritise conversion data and real engagement.

How to Adapt Your SEO Strategy

The &num=100 update marks a turning point in SEO data strategy. Instead of measuring breadth, marketers must now focus on depth and intent. Here’s how:

1) Redefine success metrics

With access to fewer keywords, your KPIs should shift from volume to value. Measure success by conversions, click-through rates, and engagement rather than total keyword visibility. A smaller dataset can still reveal powerful insights when aligned with intent.

2) Focus on precision keyword targeting

Revisit your keyword research processes. Use intent-driven segmentation and cluster analysis to uncover high-value terms. Our article on how to conduct effective SEO keyword research explains how to shift toward smarter keyword grouping under limited data conditions.

3) Optimise for visibility beyond ranking

Search visibility now depends on consistent content authority and strong topical coverage. See our article on boosting visibility with top SEO tactics for strategies that increase exposure through internal linking, schema markup, and intent-aligned content.

4) Prepare for next-generation search

With AI-driven algorithms and zero-click results shaping the future, understanding search behaviour matters more than sheer ranking data. Learn how to future-proof your approach with Next-Gen SEO: How to Dominate Search in 2025.

5) Reassess reporting cadence

Instead of daily rank snapshots, move to monthly or quarterly reporting cycles that emphasise trend accuracy and business impact. This approach reduces noise and encourages strategic thinking over reactive analysis.

Rethinking Visibility and Reporting

Data limitations don’t have to equal lost insight. By consolidating data sources and refocusing reporting, teams can uncover new ways to measure success. In B2B environments, this shift is especially important — where every lead matters. Dive into The Hidden Challenges of SEO in B2B Tech Marketing to see how to sustain growth when keyword visibility shrinks.

Ultimately, SEO is moving away from big datasets and toward big-picture strategy. It’s no longer about seeing every keyword — it’s about understanding which ones matter most.

Velocity’s SEO Recommendations

• Recalibrate benchmarks: Compare post-September data with earlier baselines carefully, accounting for structural changes in measurement.
• Audit your tools: Ensure rank trackers comply with Google’s new SERP query limits and adjust frequency accordingly.
• Educate stakeholders: Explain that drops in tracked keywords may reflect measurement limits, not real performance declines.
• Invest in content intelligence: Use behavioural and engagement data to identify which topics truly drive conversion.
• Integrate reporting systems: Merge analytics, CRM, and SEO data to offset visibility loss with downstream performance metrics.

SEO’s future belongs to those who balance precision and performance. By rethinking measurement, refining intent strategies, and maintaining ethical data practices, your team can thrive even in a restricted data environment.

FAQs

1) Is there a workaround to restore num=100?

No, Google has removed it permanently. Workarounds may violate terms of service and risk inaccurate data collection.

2) How will this affect rank tracking accuracy?

Tools relying on bulk data collection will show fewer results per query. Expect minor discrepancies in ranking visibility until systems recalibrate.

3) Does this mean SEO is dead?

Not at all. SEO is evolving from data-heavy monitoring to strategic optimisation. Focusing on user experience, content quality, and intent will continue to drive visibility.

4) Should we change our content plan?

Content remains central to success. Revisit your keyword strategy, internal linking, and topical authority using insights from our SEO visibility guide.

5) What’s the biggest takeaway for SEO teams?

Focus less on collecting every data point and more on interpreting the right ones. With fewer results visible, context and engagement matter more than ever before.