The End of a Quiet Era: What Happened to &num=100?
Google didn’t sound an alarm, but the SEO community noticed. Around mid-September 2025, SEO professionals began reporting that the beloved &num=100 parameter had stopped working reliably. For those unfamiliar, this parameter allowed power users and tools to pull 100 search results in a single request, a behind-the-scenes workhorse for rank tracking, competitive analysis and more.
Suddenly, results capped at 10. In some cases, using &num=100 even hid deeper results entirely. Google hasn’t formally confirmed the deprecation, but the change appears intentional and widespread, leading to implications for any digital agency.
Why It Matters More Than You Think
On the surface, it’s just a technical tweak. But in practice, this change has major implications for:
- Search Console metrics
- Keyword visibility
- Tool reliability
- Rank tracking
- Client reporting
It’s not just about fewer results, it’s about how we see and interpret SEO performance.
Repercussions & What We’ve Seen So Far
Let’s break it down with examples SEOs are encountering already:
| Area | What’s Happening | Why It Matters |
| Massive drops in Search Console impressions | Deep-ranked pages (page 3+) no longer generate impressions when scraped | Less noise, but can appear as a sudden decline |
| Sudden improvement in average position | Fewer low-rank impressions skews averages better | Looks like progress, but it’s mostly cleaner data |
| Loss of long-tail keyword data | Low-ranking terms vanish from reports | Shrinks your reported visibility |
| Tool confusion & rising costs | Tools now need 10x more requests for same data | Expect higher costs, delays or partial reports |
| Panic over “lost” traffic | Metrics are shifting, not necessarily user behaviour | It’s key to clarify this with clients |
A sample of 319 sites showed 87.7% saw impression drops; 77.6% lost query visibility.
What This Means for a Digital Marketing Agency
As an SEO agency or any type of digital marketing agency that supports SEO, this is a call to evolve. Here’s how to stay ahead:
1. Reset Reporting Expectations
- Post-Sept 2025 = new baseline. Don’t compare impressions or average position before/after without context.
- Use this moment to educate clients and shift focus from vanity metrics to true performance indicators.
2. Prioritize Real Outcomes Over Vanity Metrics
Focus on:
- Clicks
- Sessions
- Conversion rates
- Revenue attribution
These are the metrics that matter.
3. Reinforce Transparent Communication
- Proactively explain this change in client reports.
- Highlight the difference between data loss and traffic loss.
- It’s not that your SEO tanked, the measurement just got stricter.
4. Audit and Adapt Your Tools
Review your rank tracking tools and APIs:
- Are they paginating results correctly?
- Are they skipping ranks past the top 20 or 50?
- Is pricing changing?
- Are CAPTCHAs or proxies becoming a bottleneck?
Future-proof your infrastructure and invest in tools that adapt fast.
5. Double Down on Top-10 Visibility
Impressions now reflect actual user exposure, mostly the first page. So, your strategy should aim for:
- High-authority content
- Semantic coverage
- Strong internal linking
- Exceptional UX and mobile performance
- Lightning-fast page speed
- Structured data and E-E-A-T signals
6. Embrace SERP Features
“Blue links” aren’t the only game in town. Answer Engine Optimization (AEO) is the evolved mindset for any modern digital marketing to embrace. Target:
- Featured snippets
- People Also Ask
- Knowledge panels
- AI Overviews
- Video and image packs
These can boost visibility even outside of traditional rankings.
7. Strategic Keyword Targeting
- Be realistic about ROI for low-priority, long-tail keywords that won’t make it to page 1.
- Segment keywords by depth: focus on the ones that matter most.
Future-Proofing: Build Resilience in Your SEO Strategy
This change may feel like it came out of nowhere and that’s part of the lesson.
Expect Silent Updates
Google won’t always announce key changes. Stay nimble, stay informed.
Budget for More Infrastructure
Rank tracking will get more expensive: more scraping, more proxies, more API usage.
Stay Connected
Follow thought leaders and engage with the SEO community on X (Twitter), Reddit and Discord groups. Information travels fast and it’s your early warning system.
Final Thoughts: The New SEO Reality
The removal of &num=100 is more than just a technical change, it’s a redefinition of how we measure, see and optimize for search.
At Elite Digital, we’re not just adapting, we’re helping our clients thrive in this new landscape. This is an opportunity to sharpen strategies, streamline tools and focus on outcomes that truly move the needle.Ready to turn this change into your competitive edge? Let’s talk.
