Contents
What?
Google has removed the &num=100 , which allowed 100 search results to be displayed on a single page. This change affects both users and SEO tools that previously used this feature.
Why?
According to Google, the goal is to simplify the way results are presented and improve the quality of data in reports. For the SEO industry, this represents a significant shift in how visibility and organic traffic are interpreted.
Who is it for?
Online store owners, SEO specialists, data analysts, marketers, and companies that rely on search engine position monitoring. The change particularly affects analytical tools that used this parameter.
Background:
For years, the &num=100 was a fundamental tool for SEO specialists, allowing them to easily analyze the entire top 100 search results. Its sudden removal led to changes in Google Search Console reports and forced the industry to adapt its visibility analysis methods. This change sparked widespread discussion in the digital world and demonstrated how heavily we rely on the tools provided by Google.
What was &num=100 and why was it important?
-
num=100parameter allowed users (and SEO tools) to fetch 100 Google search results on a single page instead of the default 10. - It was mainly used by keyword analysis, visibility and ranking monitoring tools because it allowed for faster and more efficient scanning of multiple SERP results at once.
What changes have SEO specialists noticed?
- After removing
&num=100, nearly 90% of the analyzed sites saw a decrease in the number of impressions in Search Console. - Around 77-80% of pages lost unique phrases (“keyword visibility”) – meaning fewer queries were shown in the ranking.
- The average position has improved – because many low positions (e.g. #50-100) that were previously included no longer count.
- Clicks and organic traffic remained relatively stable; the change mainly affected metrics like impressions and viewability.
What does this change mean for the digital world?
- Data in GSC is now cleaner – less interference from automated tools, bots, and false impressions.
- Comparisons of "before" vs. "after" periods require caution - a sudden drop in impressions + increase in position can be misleading.
- Costs and how SEO tools work – they now have to fetch results page by page (e.g. 10×10 instead of a single query), which increases resource consumption and operational costs.
How to adapt your SEO strategy to new realities?
- Focus less on impressions – focus more on clicks, conversions, and first-page share.
- Segmented analysis – separate mobile and desktop data, seeing which queries are actually losing visibility.
- New benchmarks and KPIs – establish new baselines from the moment of change to avoid erroneous comparisons.
- Communicate with clients and teams – explain that a drop in impressions doesn’t always indicate an SEO problem.
What risks and questions remain open?
- Has Google made this change permanent or is this a test?
- How will this impact costs for smaller businesses and budget SEO tools?
- Will SEO tools adapt quickly, or will there be data gaps?
- How will the “measurement reset” impact year-over-year analysis?
What does removing &num=100 mean for online businesses?
&num=100 parameter signals that it's time to take a critical look at the metrics we've relied on. For those focused on impression counts and low rankings, this can be challenging. However, for companies that analyze real traffic, conversions, and visibility in the top results, the change could be an opportunity for better data, less noise, and a more effective SEO strategy.
Google FAQ &num=100 – Frequently Asked Questions and Answers
What was the &num=100 parameter in Google?
The &num=100 parameter allowed displaying 100 search results on one page instead of the default 10. It was especially used by SEO specialists and analytical tools.
Why did Google remove the &num=100 parameter?
Google says the change aims to simplify search results and improve data quality. Removing the parameter also eliminates artificial impressions generated by SEO tools.
How does removing &num=100 affect data in Search Console?
Many website owners noticed a decline in impressions and keywords. At the same time, average rankings often improved as outlying results disappeared from reports.
Does removing &num=100 affect real organic traffic?
No, organic traffic remains largely stable. The change is primarily related to how the data is reported, not the actual number of visits.
How does this change affect SEO tools?
SEO tools now have to retrieve results page by page, which increases analysis time and costs. This can also impact the accuracy of reports in the short term.
Can you still analyze 100 search results?
Yes, but not with a single parameter. You'll need to manually fetch subsequent pages of results or use customized solutions in SEO tools.
Who is most affected by this change?
SEO specialists, data analysts, and companies using external position monitoring tools will be most affected. Online store owners will primarily see changes in Search Console reports.
Does it make sense to compare data before and after the change?
Yes, but be careful. The drop in impressions doesn't mean reduced visibility, but rather the result of a change in how results are measured.
How to adapt your SEO strategy to the new situation?
It's worth focusing on clicks and conversions instead of just impressions. It's also important to establish new benchmarks in your reports.
Is Google planning further changes to results reporting?
Google hasn't announced any detailed plans at this time. However, experts expect further steps toward simplifying and standardizing data.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
