Google’s Removal of the &num=100 Parameter: What It Means for SEO Tracking
This week, the SEO community was shaken by a surprising move from Google: the removal of the &num=100 parameter, which previously allowed users and rank-tracking tools to view up to 100 search results on a single page.
The change was first spotted by SEOwner on X, followed by confirmation from SEO experts and real-time testing. Now, instead of seeing 100 results per page, most users and tools are only able to view 10 results. The old 100-results parameter is no longer working consistently, depending on things like whether a user is signed into Google or their browser setup.
Immediate Challenges for SEO Professionals
For those in the SEO field, this sudden change presents some immediate challenges. Rank-tracking tools that relied on bulk data scraping are now disrupted. Tools that once fetched all 100 results in a single query are now forced to run multiple queries—usually 10 per keyword—to gather the same data.
This issue also directly impacts reporting. SEO professionals now find that only the top 10 rankings are consistently visible. Keywords that fall beyond the first page often show up as “not found,” meaning tracking deeper rankings has become more complicated. As a result, costs are rising, and more time and resources are required to get the same data. Industry experts at DemandSphere and AccuRanker have confirmed this growing trend.
What’s Happening Behind the Scenes?
Google’s decision seems to be a combination of a test and an effort to combat bot activity. Users are now encountering random CAPTCHA challenges, and Google’s bot detection systems appear to be working overtime.
However, the situation is still evolving. Some users may see the old 100-results format depending on their browser or whether they’re signed into a Google account. Others are seeing the new, limited display. This unpredictable behavior has led to a flurry of discussion across SEO forums and social media, with both SEO professionals and tool providers scrambling to find solutions.
Why This Change Matters Right Now
For marketing agencies and managers, the immediate takeaway is simple: Top-10 rankings have become even more important for understanding user intent and predicting click-through rates. However, for those tracking rankings further down the pages, it’s important to update clients about the limitations of current rank-tracking methods and the broader industry-wide implications of these changes. To keep up, adapting to paginated tracking or integrating Google Search Console data may be necessary.
Rising Costs in Rank Tracking
One of the more concerning aspects of this change is the rise in costs. Previously, checking rankings for 100 keywords through services like Data for SEO would have cost around $0.20 per keyword set. Under the new system, that cost could skyrocket to around $2 per keyword set—a tenfold increase.
For more comprehensive tracking services like Ahrefs or Agency Analytics, these increased costs are likely to be passed down to clients, either in the form of higher subscription fees or additional usage charges.
Measuring SEO Results Effectively
When it comes to measuring SEO success, it’s important to focus on metrics that truly reflect performance. Instead of fixating solely on keyword rankings, consider tracking organic traffic through Google Analytics, impressions and clicks via Google Search Console, and ultimately, business outcomes like sales, leads, or bookings. These metrics offer a much clearer picture of how well your SEO efforts are paying off.
At DigiTotal, we prioritize data-driven SEO strategies that focus on tangible business results. If you’re looking to see how SEO can contribute to your business’s growth, get in touch with us today.
