Google removes the &num=100 parameter: What the change means for SEO, rankings, and Search Console data

Google Update September 2025

Google made a change in September 2025 that seems unspectacular at first glance, but is shaking up the entire SEO industry. The URL parameter that has been available for years &num=100 It doesn't work anymore.

If you've noticed a drop in your Search Console impressions in the last few weeks or are wondering why your ranking tools are suddenly showing different values, then you're not alone.

What exactly has changed?

The &num=100 parameter was quietly removed by Google

Until recently, SEO tools and normal users could use the parameter &num=100 Use the Google URL to display up to 100 search results on a single page. Instead of the usual 10 results per page, you received a comprehensive overview of the first 100 positions of a search query.

This functionality was particularly valuable for:

• Ranking monitoring tools such as SEMrush or Sistrix
• SEO agencies analyzing competitors
• Comprehensive SERP analyses
• Efficient data collection with just a few queries

The new reality

Since September 2025, even with this parameter, Google has usually only delivered the known 10 results per page. Sometimes the parameter still works sporadically, but it is no longer reliable. Ranking data providers have confirmed that Google has discontinued official support.

In concrete terms, this means that in order to query the complete top 100 rankings, 10 separate queries are now required, with correspondingly higher costs and longer loading times.

The impact on ranking tools such as SEMrush, Sistrix, Seobility, etc.

1. Increased costs

The change is hitting SEO tool providers particularly hard. What used to be done with a single query now requires ten separate requests. This not only increases server costs tenfold, but also the load on Google servers and the time required for complete rankings.

2. Different strategies on the market

Tool providers are responding to this challenge in different ways:

Seobility For example, has adjusted its offering:

• Premium and agency clients receive daily updated top 20 rankings
• Basic users get weekly updates on the top 10 positions
• Rankings outside the top 20 are marked as “not recorded”

Other tools are also increasingly focusing on the top positions, as these are more relevant for most SEO strategies anyway.

3. Focusing makes sense

From a practical perspective, this development is understandable:

• Top 10: This is where the majority of organic traffic comes from
• Top 20: These positions have real chances of advancing to the first page of results
• Position 21-100: Interesting for trend analyses, but with minimal traffic potential

Search Console shock: When impressions suddenly drop

The phenomenon

Since September 10, 2025, website operators worldwide have been reporting dramatic drops in their Google Search Console impressions. In some cases, the figures fall by 50% or more overnight. At the same time, the average position appears to be improving.

The explanation: Less data noise

The reason for this phenomenon is surprisingly positive: Google now primarily collects real user impressions instead of bot-generated data.

Impressions counted earlier:

• Automated queries from SEO tools
• Bot traffic on deeper search results pages
• Technically generated page views
• Impressions on positions that real users never see

Impressions counted today:

• Actual user activity
• Realistic visibility in top positions
• Authentic search behavior

An example from practice

Imagine: Your website has so far ranked 58th for an important keyword. This position generated 60 “impressions” per day in the Search Console. However, mainly through automated tools that have tapped into the deep search results. Real users have virtually never seen your site in this position.

After the change, Search Console shows 0 impressions for that keyword. That looks like a loss, but the truth is that the real visibility hasn't changed. It was virtually zero even before.

Why did Google take this radical step?

Reason 1: Bot defense and resource conservation

Google doesn't give any official reasons, but the motivation is obvious:

• ‍Protection against automated data tapping: AI tools and SEO software have gained massive popularity in recent years. Easy access to 100 results per request made it too easy to access large amounts of data.‍
• Cost savings: Less data per request means lower server costs for Google for millions of daily searches.‍
• Better user experience: Google wants to encourage users to click through search results again instead of presenting everything on a cluttered page.

Reason 2: Qualitative rather than quantitative data

The change fits Google's long-term trend of prioritizing qualitative user signals over pure quantity. Get impression figures instead of inflated website operator now more accurate insights into real user behavior.

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Recommendations for action: How to react correctly

1. Stay calm and interpret data correctly

Don't panic when impressions drop: The decline in Search Console doesn't mean that your rankings have gotten worse. Instead, check:

• Development of organic traffic in Google Analytics
• Actual number of clicks in Search Console
• Rankings in the top positions
• Conversion rate and revenue

2. Inform stakeholders transparently

Proactive communication: Tell your customers, managers, or team members about the changes before questions arise:

“The impression figures in our SEO reports have fallen significantly since September. This is due to a technical change at Google, not to worse rankings. Our actual visibility and traffic are stable.”

3. Adjust reporting systems

Set new priorities:

• Focus on clicks and CTR instead of absolute impressions
• Highlighting top 10 and top 20 rankings
• Integrate Google Analytics data for a complete picture
• Regular explanations of the new metrics

Long-term perspective

Cleaner data base

The change also provides benefits:

More realistic reports: Your SEO reports now reflect real user activity, not inflated bot numbers.

Better performance measurement: KPIs such as CTR and conversion rate are becoming more meaningful because they are based on real user data.

Focused strategies: Without the distraction of countless irrelevant rankings, you can focus on what's important.

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conclusion

Google's shutdown of the &num=100 parameter marks a turning point in the SEO industry. What initially looks like a worsening turns out to be a cleansing and focusing step on closer inspection.

The most important findings:

• The drop in impressions is statistical, not real
• Real user activity is now represented more precisely
• Top rankings are becoming even more important
• Qualitative KPIs are gaining in importance
• Professional SEO is becoming more valuable

The SEO landscape is constantly changing, and successful optimizers are the ones who see change not as a threat but as an opportunity to improve. This change at Google is one such opportunity. Make use of them.