Google is testing (and in many cases removing) the ability to see 100 search results on one SERP page using the &num=100 URL parameter. SEO professionals and rank-tracking tools are noticing that this parameter is now working inconsistently, or not at all. This change has implications for how impressions are counted, how rank tracking works, and how SEO reporting should be understood.

At DigiSphere Marketing, we believe staying ahead of such changes is key. In this post, we explain what is happening, how this affects SEO metrics, and what you should do to adapt and protect your search visibility.

What Has Changed

• The &num=100 parameter has long allowed users and tools to request 100 search results in a single Google SERP.

• Around September 10-14, 2025, many in the SEO community noticed that the parameter is no longer reliable. Some searches no longer honor the &num=100 parameter or only show two pages (10 or 20 results per page), even if the parameter is appended.

• This change appears to be a test or a gradual rollout. Some users see the change when signed in, others when signed out; in some browsers, it still works intermittently.

Impact on SEO Tools, Rank Tracking & Metrics

1. Tools & Cost
   Many SEO dashboards and rank tracking tools use the &num=100 setting to retrieve more data per request. Without it, tools must use more requests to gather the same number of SERP results. This increases API usage, possibly increasing tool costs or slowing data retrieval.

2. Search Console Reporting Changes
   Some users report drops in desktop impressions and shifts in “average position” in Google Search Console since the parameter stopped functioning reliably.

3. Competitive Analysis & SERP Research
   SEO practitioners often use large-set SERP scrapes (100 results) to understand where competitors rank, content gaps, or long-tail opportunities. Losing access or consistency in 100-result pages makes that research more fragmented.

4. Potential Bot & Scraping Behavior Considerations
   There is speculation that this change may be part of Google’s effort to limit scraping or bot-driven traffic. Weighted by how many impressions tools and scripts generated when loading long SERPs.

What You Should Do as a Business

• Review Recent Trends in Google Search Console
  Check impression numbers, average position, and CTR for desktop searches, particularly since September 10, to see if there are sudden changes. Some drops may reflect this parameter change more than actual visibility loss.

• Adjust Your Rank Tracking Strategy
  Make sure the tools you use are using proper settings and crawling methods. If they depend heavily on &num=100Check how their data may now be less reliable or lagging.

• Focus on High-Quality Content & Topics
  Because broader scraped SERPs may be less available, content that answers specific long-tail queries will become even more valuable.

• Don’t Rely on Impressions Alone
  Impressions may fluctuate due to parameter removal rather than an actual decline in user interest. Prioritize clicks, user engagement, conversions, and other real KPIs.

• Optimize for User Intent and Relevance
  Make sure your pages are optimized for the queries your audience actually uses. Use structured data, good title tags, and meta descriptions so you stand out regardless of how many results Google shows per page.

How DigiSphere Marketing Helps

At DigiSphere Marketing, we closely monitor Google’s changes. Here are ways we support clients in response to this parameter drop:

• We audit rank tracking tools to verify data reliability.

• We analyze Google Search Console trends to separate noise (parameter-driven drops) from real traffic or ranking issues.

• We refine content strategy to focus on actionable queries and relevant topics.

• We emphasize technical SEO, page speed, and mobile usability so that when users land on your site, they stay and convert.

The drop of the &num=100 search result parameter is more than a minor inconvenience. It is a signal that Google is refining how it handles SERP requests, impressions, and data accessibility. Businesses that understand the change will adjust their metrics, tools, and content strategies accordingly to protect their SEO performance.

If you want a full review of how your site is performing under this new SERP behavior or want help ensuring your SEO strategy aligns with recent Google changes, contact DigiSphere Marketing today.