Google has seemingly disabled the &num=100 results parameter, a move that is disrupting rank trackers and forcing a re-evaluation of how we measure desktop impressions. This change, which began around September 10, is causing a stir in the SEO community.
Many SEO professionals noticed a significant drop in desktop impressions around that time. While Google hasn’t officially commented, a compelling theory suggests that previous impression spikes may have been artificially inflated by bots requesting 100-result pages. By removing this parameter, Google may be aiming to present a more accurate picture of user behavior and search traffic.
This change is not just a minor tweak; it affects how many rank-tracking tools collect data. These tools have historically relied on the &num=100 parameter to efficiently scrape 100 search results in a single request. Now, with this parameter disabled or only working intermittently, these tools are facing disruptions, leading to inaccurate or incomplete data.
The removal of the &num=100 parameter means that rank-tracking tools must now adapt their methods. Instead of retrieving 100 results at once, they may need to make multiple requests for smaller batches of results, or explore new API solutions. This adaptation will likely increase the time it takes to gather data and may also impact the cost of running these tools.
While we await an official statement from Google, it’s clear that this change is more than just a technical adjustment. It’s a reminder that the SEO landscape is constantly evolving and that we must remain agile and adaptable to stay ahead.
