In October 2025, Google disabled the &num=100 URL parameter, which allowed users to see up to 100 search results on one page instead of the standard 10. This seemingly minor tweak has caused chaos in the SEO community over the past week and a half as it’s an important tool used by rank tracking tools. And the impact goes beyond these platforms. It directly affects the reports SEO teams produce regularly for the various websites they manage.
Businesses looking to handle these types of changes in a proficient way can benefit from a collaboration with the best digital marketing agency in Dubai, which can offer strategic solutions. Let us dive into the blog to know more information on why Google disables the &num=100 URL search result.
Key Highlights
- Google has removed the “&num=100” search results option. It makes it harder to track SEO and collect SERP data.
- This change can affect Google Search Console impressions, but it generally causes a drop and might make businesses think their SEO is doing worse.
- Businesses may receive less traffic and visibility because visitors typically do not look past the first 10–20 results. It has a major impact on leads and sales.
- To keep your rankings and online presence, you need to make strategic SEO changes including optimizing high ranking pages and using structured data.
- It is better to rely on the Pixabell Web Design company to stay updated on the latest updates.
What was the “&num=100” Parameter?
The &num=100 parameter used to be a URL parameter that allowed users to see up to 100 organic search results on one page rather than 10. This feature was very useful for SEO tools and experts as they could track the rankings they needed to check without multiple queries. Essentially, by adding &num=100 to a Google search URL, bots could get a large amount of SERP data very quickly with just one query.
What Made Google Modify This?
The last Google update was the removal of &num=100, which is mainly due to
- Stop Scraping in Large Numbers
This is the most obvious answer. Google wants to stop automated scraping of the SERPs, and &num=100 was a useful technique for rank trackers to collect rankings quickly. Removing the parameter could prevent these platforms from scraping, or at least reduce the amount they scrape.
- Fighting Back Against AI That Collects Data
Some experts have said that the exact platforms Google wants to limit from scraping their results aren’t just rank trackers. AI platforms like ChatGPT and Perplexity have used search results to train the AI models and give replies. Google is clearly indicating that it feels threatened by the rise of LLMs and wants to maintain its market dominance.
How It Affects Your Business
- A Decline in GSC Perceptions
In the past, more of your pages could show up in Google Search Console (GSC) impressions when 100 results were displayed. As this option is removed, fewer pages are shown for each query, which can make impressions appear lower.
Even if actual rankings remain the same, businesses may mistakenly believe that their SEO performance has declined. It is always better to get help from the best digital marketing agency in Dubai to maintain and boost the online presence of your business.
- Less Traffic and Visibility
Users are less inclined to navigate past the first ten or twenty results when there are fewer results per page. This Google update has a direct impact on traffic, lead generation, and conversions by decreasing the visibility of pages that rank lower in SERPs. Organic reach may decline significantly for businesses that depend on high volume visibility for blog or informational websites.
- Strategic SEO Modifications Are Required
Optimizing high-ranking pages is now a priority for businesses. It becomes essential to target high intent keywords and update meta titles and descriptions. Leveraging structured data and enhancing content relevance can help retain rankings and prevent potential losses in impressions.
Winding It Up
Businesses must adapt their SEO tactics because Google’s removal of the “&num=100” search results option has affected GSC impressions and ranks. Your website will remain competitive and optimized if you collaborate with professional firms like Pixabell Web Design.
Working with such a digital marketing agency in Dubai can offer customized solutions to sustain visibility and improve online performance for businesses looking for steady growth. Contact us today to take your business to the next level!
FAQS
1. What Does the &num=100 Parameter Mean?
It was a URL parameter that let people see up to 100 search results on each page of Google. SEO experts and tools used it to track all their rankings and analyze the SERPs.
2. Why Did Google Remove It?
The setting enabled the automatic scraping of search results, which caused Google Search Console (GSC) to display more impressions than were actually present. Google aims to provide more accurate and human-centered data by doing so.
3. What Effect Does this Have on GSC Data?
Many sites have experienced a significant decline in impressions for long-tail keywords. But this is because bot-generated data is no longer available, not because actual visibility has gone down.
4. Does This Modification Have an Effect on Rankings?
No, the real ranks don’t change. The removal primarily affects how data is reported, rather than the site’s performance in search results.
