Understanding Google’s Num 100 Update & What It Means for SEO Reporting

Life in SEO rarely stands still. The latest change catching the industry’s attention is the Num 100 Update, which has seen Google remove support for the &num=100 parameter in search results.

While it might sound like a small technical tweak, the knock-on effect has been dramatic. From sudden drops in impressions to changes in average ranking positions, many SEOs and their clients are left questioning what’s really happening.

What is the &num=100 parameter?

The &num=100 parameter was a behind-the-scenes trick that SEO tools used to gather more data from Google. Normally, Google shows just 10 results per page. By adding &num=100, these tools could pull up to 100 results at once. This made it faster and easier to track your website’s performance across hundreds of keywords, see how competitors were ranking, and understand which pages were showing up in search results.

With the recent update, Google no longer supports this parameter. That means reports that previously pulled 100 results at once now show fewer results, which can make metrics like impressions or average positions look different — even if nothing has changed on your website.

Google’s Intentions with the Update

Google hasn’t publicly explained why it removed the &num=100 parameter, aside from stating that “The use of this URL parameter is not something that we formally support.” While there’s no direct explanation, SEO consultants widely agree that the change is part of a broader strategy to improve how search works for everyone.

Here’s what experts suggest the update aims to achieve:

Reflect real user behaviour – Most people only look at the first page of search results. Limiting the ability to pull 100 results at once ensures that reporting focuses on the pages users actually see.

Protect infrastructure – Large-scale scraping of search results can put a strain on Google’s servers. Reducing requests helps maintain fast, reliable search performance for everyone.

Control data access – The update limits how easily third-party tools can pull large volumes of results, helping Google maintain the integrity of its search data.

Encourage strategic SEO – By reducing access to deep ranking data, SEO professionals are nudged to focus on what really matters: top-ranking pages, high-traffic keywords, and content that drives clicks and conversions.

In short, while Google hasn’t explained the update directly, the change seems aimed at improving accuracy, reliability, and meaningful data. For businesses, this means metrics now better reflect real user engagement rather than just raw numbers from deeper pages.

The Impact on third-party SEO reporting

The removal of the &num=100 parameter has had a noticeable impact on the way SEO data is collected and reported. Many of these changes are immediate and can look alarming if you’re used to seeing familiar metrics. Here’s what you might notice right away:

Sudden drops in impressions – Your reports may show fewer impressions than before. This isn’t because your website is performing worse; it’s because SEO tools can no longer pull as many results in a single request. Pages that were previously recorded in deeper search positions may no longer appear in reports.

Shifts in average position – Average positions might suddenly appear better than before. This is because lower-ranking pages that were previously included in calculations are now excluded, giving the impression that your site has climbed higher in rankings.

Fewer tracked keywords – Keywords that previously appeared on pages 2, 3, or beyond may no longer show up in reporting tools. This can make it seem like your site has lost keyword coverage, even though these keywords are still ranking.

Impact on trend analysis – Historical comparisons may look distorted. If you compare data from before and after the update, you could see apparent drops or improvements that are actually a result of the way data is now collected rather than real performance changes.

Tool limitations and delays – Some SEO tools may take longer to gather data or limit how deep they fetch results. This can lead to slower reporting cycles and, in some cases, higher costs for data collection.

It’s important to stress that these changes usually don’t mean your website is performing worse. Traffic and conversions are largely unaffected; what’s changed is how the data is collected and presented.

For your business, this means it’s time to focus on the metrics that really matter — clicks, conversions, and performance on the first page of Google — rather than worrying about shifts caused by deeper, now-untracked positions.

How We’re Responding to the Google Num 100 Change

While the changes to how Google reports results might look alarming at first, they actually give us an opportunity to focus on what really drives performance. Here’s how we’re adapting our approach:

Focus on top-ranking pages – With impressions now reflecting what users actually see, it’s more important than ever to prioritise content that appears on the first page of Google. Optimising these pages through on-page SEO can have the biggest impact on traffic and conversions.

Reevaluate performance metrics – Some metrics, like impressions or average position, may appear lower or higher simply because the way data is collected has changed. We’re shifting attention to metrics that truly matter, like clicks, CTR, and conversions, so we’re measuring real performance rather than raw numbers.

Monitor tool adjustments – SEO tools are updating their processes to adapt to the removal of &num=100. We’ll keep a close eye on how these changes affect reporting to make sure your insights remain accurate and actionable.

Prioritise meaningful keywords – Instead of tracking hundreds of low-ranking keywords, we’re focusing on the ones that have the most realistic potential to drive traffic and revenue. This helps us invest time and effort where it counts most.

This update is less about lost visibility and more about sharpening our focus. By adapting our strategy, we can continue to drive growth and ensure that the metrics we track reflect real impact for your business.

If you’re concerned about how this update is affecting your search performance and need additional SEO support, our team is here to help you navigate these changes and maintain your digital marketing performance.