The update has not changed Google’s ranking algorithm, but it has reshaped the way SEO visibility and keyword data are reported across popular platforms.
Google’s Num=100 update has quietly disrupted the SEO industry — not by changing rankings, but by altering how SEO tools track and report keyword performance. When Google removed the “&num=100” parameter from search URLs, it affected how rank tracking software collects search results data, leading to confusion among publishers, news websites, and digital marketers.
What Changed with Google’s Num=100 Parameter
For years, SEO professionals used the “&num=100” URL parameter to display 100 search results per page, helping rank trackers and analytics tools fetch complete SERP data efficiently. From mid-September 2025, Google disabled this feature, limiting the number of search results available at once. This means SEO platforms must now crawl multiple pages to collect the same amount of data, which increases time, cost, and complexity for data collection.
Impact on SEO Reporting and Rank Trackers
The Num=100 update does not affect actual rankings or how Google Search evaluates websites. However, it disrupts SEO analytics by changing how data is collected.
Rank tracking tools that previously fetched 100 results at once now capture fewer entries per query, leading to:
- Apparent drops in keyword visibility and ranking counts
- Misleading SEO dashboards and visibility graphs
- Confusion among news publishers and content marketers
If metrics in Google Search Console and Google Analytics remain stable, your real website traffic and performance are unaffected — only the reporting tools are impacted. For news websites, the update creates temporary turbulence in SEO reporting but doesn’t impact organic search performance. Here’s how it plays out:
Reported Keyword Decline:
Dashboards may show fewer ranking keywords per article, especially for long-tail keywords appearing on deeper result pages.
Volatile Visibility Charts:
Expect fluctuating data in third-party SEO tools. This reflects changes in data retrieval — not audience behavior.
Higher Tool Costs:
Since SEO tools must load multiple pages, data collection costs are rising. Vendors may adjust pricing or reduce tracking frequency.
A Shift in SEO Focus:
The update reinforces the need to prioritize engagement metrics — impressions, clicks, and conversions — over raw keyword volume.
Google’s decision to retire “&num=100” aligns with its broader push to reduce large-scale scraping, improve data privacy, and ensure user-centric search insights.
By tightening control over how SERP data is accessed, Google is encouraging marketers and publishers to focus on real audience metrics — such as engagement, authority, and content quality — rather than keyword tracking volume.
The Bottom Line: A New Era for SEO Measurement
The Google Num=100 update is a technical adjustment, not an algorithm change. It challenges the SEO industry to adapt to cleaner, user-focused analytics.
For news publishers, it’s a reminder that true success lies in reader trust, engagement, and retention, not just keyword counts. As SEO reporting tools recalibrate, focusing on Search Console data, CTR, and organic traffic growth will provide the most accurate picture of website performance.
