Google has launched a new update for SERP that has dragged the attention of SEO professionals and Digital marketers: the removal of the “&num=100” search parameter. Previously, Google searchers could view up to 100 results per page, but this option has now been removed. Let’s break down what this change means and how it could affect SEO strategies and reporting.
Understanding of the “&num=100” Parameter
By default, Google displays 10 results per page. However, users could expand this to 100 results by adding the &num=100 parameter. Before this update, when the user searches a query in Google with the &num=100 parameter, it was shown with 100 results in the SERP.
This was special benefits for SEO specialists, because it:
- Allowed for deeper rank tracking beyond the top 10 results.
- Provided better visibility into long-tail keywords.
- Made it easier to analyse competitor performance without clicking through multiple pages.
Why Did Google Remove It?
- Reduce Bot/Scraper Traffic
Because the &num=100 parameter made it very efficient for automated tools to retrieve many results from Google’s SERPs in one request, this parameter was heavily used by rank trackers and scrapers. Disabling it makes large-scale scraping or data collection more resource-intensive. - Limit Impression Inflation
Tools using that parameter could generate impressions in Google Search Console (GSC) from positions 11–100, even when the page was not actually viewed by users. Once Google removed &num=100, impressions dropped for many sites, especially for desktop traffic. - Protect Infrastructure / Cost Reduction
Serving 100 results in one page request involves more data volume, server resources, etc. Limiting results to the default 10 per page reduces load. - Encourage Use of Official Data Tools
With &num=100 removed, SEO professionals may rely more on official data sources (like Google Search Console, APIs), rather than relying heavily on scraping or third-party tools. - Cleaner, More Accurate Data Reporting
The previous ability to load 100 results gave inflated metrics in GSC (impressions, average positions) due to bot-generated page loads. Now the data may better reflect actual user behaviour.
What Changed in Practice
Here are some observed effects since the removal:
- Many websites noticed a sharp drop in impressions in Google Search Console, particularly on desktop.
- Average position metrics often improved (i.e. got “better”) because the lower-ranking results (11–100) no longer contributed impressions.
- Click numbers remained more stable, because the human traffic is less affected — the change mainly removes bot or scraper-caused noise.
- SEO tools and trackers have to make more requests to gather data that was previously fetched in one go, increasing operational cost.
Implications for SEOs and Website Owners
- Metrics in GSC and other dashboards may look worse suddenly — fewer impressions, but that doesn’t always mean your site is underperforming. It can simply reflect cleaner data.
- Monitoring keyword rankings especially beyond position 10 becomes more expensive and slower for tools.
- There is likely more value now in focusing on getting into the top 10 (first page) rather than tracking distant page rankings.
- SEO strategies may need adjusting emphasise content, quality, authority; use official Google tools more; possibly re-evaluate KPIs.
In summary, Google’s removal of the &num=100 parameter appears to be an intentional move — likely made to reduce scraping, improve data quality, ease infrastructure load, and make metrics more reliable. For SEOs and marketers, it means we need to adapt how we track ranking data, interpret Search Console metrics, and measure performance.
If you would like help adjusting your SEO strategy – be it keyword tracking, reporting, ranking visibility in light of this change, MetaWeb would be happy to break it down further or suggest tools and tactics that can compensate. From PPC to SEO, we design and execute campaigns that connect with your audience, increase conversions, and position your business for sustained digital success. Contact us now for complete digital solutions.
