Google Silently Discards the &num=100 Parameter: Here’s Why Your Rankings and Impressions Are Acting Strange

Have you noticed drops in impressions or strange changes in your SEO data? You’re not imagining it—Google quietly removed the &num=100 parameter, and it’s having a major impact on how rankings and impressions are reported.

What Happened?

The &num=100 parameter used to allow SEO tools and users to access up to 100 organic results per Google search. This was essential for:

• Tracking rankings beyond the first page.

• Efficiently scraping SERPs.

• Accurately counting impressions for positions beyond page 2.

As of September 2025, this feature is gone. Now, Google limits the results to the top 20 (sometimes fewer), which means fewer insights into organic search performance.

Why Does This Matter?

If your SEO tools show rankings capped around position 20 or lack data for lower-ranking keywords, this is the likely cause. Here’s what’s happening:

• Missing Data: Keywords that previously ranked on pages 3-10 are now invisible.

• Skewed Impressions: Search Console no longer tracks impressions for keywords beyond position 20.

• Inaccurate Rankings: Some tools are guessing rankings for lower positions, giving the illusion of improvement or drops.

Google’s Intentions vs. SEOs’ Reality

Google likely made this change to streamline data delivery or improve the search experience, especially as AI-powered results take up more space. But for SEOs, it means less visibility and more uncertainty.

How to Adapt

While we can’t bring the &num=100 parameter back, we can adjust our strategies:

1. Embrace the Change: Be cautious with tools promising exact rankings. Focus on trends, branded search volume, and AI platform traffic.

2. Dig Into Available Data: Focus on what you can track—such as top-performing pages, core topics, and visibility in AI-powered tools like ChatGPT and Gemini.

3. Refine Your Keyword Strategy: Prioritize contextually relevant long-tail keywords and entity-rich topics. Avoid keyword cannibalization as impressions shrink.

4. Discover Content Creatively: Look beyond Google—use platforms like Reddit, TikTok, and YouTube for emerging trends. Analyze internal site data for fresh keyword ideas.

5. Track AI Mentions: Beyond Google, monitor your presence on AI platforms like ChatGPT, Perplexity, and Gemini, as they become a key source of traffic and visibility.

Conclusion: SEO Is Evolving

The removal of the &num=100 parameter signals a shift in the search landscape—where visibility is capped, data is more streamlined, and AI-driven discovery is on the rise. To stay ahead, focus on relevance, retrievability, and adapting to the changing ecosystem.

SEO isn’t broken; it’s just different. Keep optimizing for the future of search.