Google Killed the &num=100 Parameter

TL;DR: Google's SERP Data Change

Google recently disabled the long-used &num=100 URL parameter, which allowed tools to efficiently fetch the top 100 search results in one request. This unannounced change has had three major effects: it has drastically increased the operational costs for all SEO rank-tracking tools (requiring 10x more requests for the same data), it has reduced visibility into keyword rankings beyond the first page, and it has caused desktop impressions to drop in Google Search Console, providing cleaner data that better reflects actual human search behavior.

Google SERP Monitoring: The End of the &num=100 Parameter

The world of SEO rank tracking was fundamentally changed recently when Google quietly disabled the long-standing URL parameter, &num=100. This parameter, which allowed users and tools to retrieve the top 100 search results on a single page, was the backbone of efficient SERP (Search Engine Results Page) data gathering for nearly a decade.

This technical tweak has had immediate and widespread consequences for the entire industry.

The Three Major Impacts on SEO Data

1. Explosion in Operational Costs: SEO tools and data providers (like Ahrefs and Semrush) previously made one request to get 100 results. Now, they must make ten separate requests to gather the same data through pagination. This multiplies the infrastructure costs by a factor of ten, forcing all platforms to adapt and potentially leading to higher prices or reduced tracking depth.
   • External Reference: [Google Removes The '&num=100' Parameter - Reflect Digital] (Refers to the technical 10x cost increase for data providers).
2. Reduced Visibility Beyond Page One: The change reduces the efficiency and reliability of monitoring keyword rankings beyond the Top 10. While the first page remains the priority, the ability to easily track "striking distance" keywords (positions 11-20) or identify content gaps in deeper rankings has become much more resource-intensive.
3. Cleaner Google Search Console (GSC) Data: Many websites observed a sharp drop in desktop impressions in GSC immediately following this change (mid-September 2025). This is not a ranking penalty. Experts widely agree that the &num=100 parameter allowed rank-tracking bots to inflate impression counts, and its removal has simply provided cleaner GSC data that is a more accurate reflection of what actual humans are seeing.

The Path Forward: Focus on Value and Generative Search

The change signals a broader shift by Google to protect its data infrastructure, possibly against large-scale scraping by competing AI models. For SEO professionals, this means a necessary strategic pivot:

• Focus on the Top 10: Double down on performance optimization for the highest-value, high-click positions.
• Embrace GEO (Generative Engine Optimization): Visibility is shifting from "rankability" to "retrievability." Prioritize being the authoritative, well-structured source that AI Overviews and LLMs will cite in their summaries.
  • Internal Reference: [The Evolution of Search: From SEO to GEO] (Link back to your own article on GEO).
• Trust Your Own Data: Use your cleaner GSC data, along with Real User Monitoring (RUM), as your primary source of truth for measuring engagement and performance.

We are committed to monitoring these developments and adapting our methodology to continue delivering the most accurate, actionable insights possible in this evolving environment.