Google has quietly disabled the &num=100 parameter - the code that let us view the top 100 search results on one page. From mid-September 2025, only 10 results per page are available.
Why This Matters
- Rank trackers affected: Tools like Ahrefs and Semrush used &num=100 to check deep results. Without it, some may show fewer rankings beyond page one.
- Google Search Console changes: Impression counts dropped and “average position” improved. This isn’t traffic loss - just cleaner data now that bots aren’t inflating numbers.
- Page one is critical: If you’re not ranking on the first page, you’re harder to find - both for customers and in reports.
Common Questions
Can I still track rankings?
Yes. Tools still work, but some may limit how far beyond page one they go.
Does this affect my SEO strategy?
Not directly. Your rankings and traffic remain. But it reinforces the need to aim for page one visibility.
What should I do?
- Focus SEO efforts on terms close to page one.
- Keep content fresh and updated to climb higher.
- Don’t panic about drops in Search Console impressions - they reflect cleaner, human-only data.
The Bigger Picture
This fits Google’s wider trend: more AI summaries, more ads, less space for classic “blue link” results. Competition for the top spots is only getting tougher.
Key Takeaway
Success in SEO has always been about page one. With Google’s latest change, that’s truer than ever. Refresh your content, aim for the top results, and don’t get distracted by the noise below.
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