Google’s SERP Monitoring Just Changed: What SEOs Need to Know
Google quietly made a change that is already sending ripples through SEO. For years, the num=100 parameter allowed us to view and monitor 100 search results at a time. That option has now been removed. While this might look like a small technical shift, the truth is it has major implications for rank tracking, SERP analysis, and how professionals measure visibility.
This update deserves a closer look. Here is what changed, why it matters, and how your business should respond, with inline sources from Ahrefs, Search Engine Journal, Search Engine Roundtable, Search Engine Land, and SEMrush.
What Changed in Google’s SERPs
Until September 2025, SEOs could append &num=100 to a Google search URL and receive the top 100 organic results in one query. This parameter was widely used by SEO tools, agencies, and analysts for rank tracking and large-scale SERP monitoring. As confirmed by industry coverage in Search Engine Roundtable and Search Engine Journal, all search requests now default to showing 10 results per page, regardless of the parameter.
Practically speaking, tools that relied on pulling data in bulk must now make as many as 10 times more requests to access the same volume of results.
Why Google Likely Made This Change
- Server Load and Efficiency: Pulling 100 results in a single query is resource intensive. Reducing to 10 results per page limits strain on infrastructure.
- Data Control: Bulk collection has long been at odds with Google’s preference for real user interaction. Removing
num=100makes it harder for third parties to scrape SERPs at scale. - Impression Integrity: Automated scraping at 100 results per page can inflate impression counts attributed to automated activity. Restricting this behavior protects the integrity of impression reporting in systems like Google Search Console and ad platforms.
- Incentive to Use Official Access: As noted by SEMrush, this shift nudges more companies toward official APIs that provide structured access under defined limits and pricing models.
How This Impacts SEO Tools and Rank Tracking
- Higher Collection Costs: More requests per keyword and per location increase provider costs, which may be passed to customers.
- Slower Refresh Cycles: Bulk SERP snapshots take longer to collect and process, especially at scale.
- Smaller or Sparser Data Sets: Some tools may reduce result depth or update frequency to manage cost and latency.
Ahrefs notes that eliminating num=100 can reduce the accuracy of long tail tracking and competitive monitoring where page two and beyond still represent meaningful opportunity. Search Engine Land highlights measurable effects on speed and completeness of SERP data pulls as vendors rework pipelines.
What This Means for SEOs and Businesses
- Expect Tool Adjustments: You may see slower data refresh, smaller SERP samples, or higher subscription costs as providers absorb the load.
- Lean on First Party Metrics: Analytics, Search Console, and conversion tracking remain the most reliable indicators of performance.
- Use Caution with Historical Comparisons: If data collection methods changed mid period, week over week or month over month comparisons may not be apples to apples.
- Keep Focused on Outcomes: Rankings are directional. The KPI is qualified traffic, pipeline, and revenue.
How Searchbloom is Responding
Searchbloom expected a move like this. Our approach emphasizes accuracy, context, and strategy over vanity snapshots. We combine multiple data sources rather than relying on a single rank tracker. Our reporting models are grounded in A.R.T. methodology, aligning Authority, Relevance, and Technology with business outcomes. Analysts review results across device, location, and intent so visibility maps to real opportunities.
Bottom Line
Removing the num=100 parameter is a small switch with large consequences for SERP data collection. Tooling will adapt, but businesses should plan for potential shifts in pricing, latency, and depth. The right strategy is to center first-party data and partner with a team that understands how to translate these shifts into compounding organic growth.
FAQs About Google’s SERP Changes
Will this affect my current SEO reporting?
Most dashboards will look the same at first, but providers face higher collection costs and latency. Over time, some may adjust result depth, refresh frequency, or pricing.
Does this change my actual rankings?
No. This does not change rankings. It changes how third parties collect and report them.
Why did Google remove the 100 results option?
Likely to reduce server load, limit bulk scraping, protect impression integrity from automated queries, and encourage use of official access methods.
Will software costs go up?
They might. Collecting the same coverage can require up to 10 times more requests, which increases operating costs for vendors.
What should my business track right now?
Prioritize conversions, revenue, qualified lead growth, and Search Console insights. Use rankings directionally alongside those metrics.
Do we need to change our SEO strategy?
No dramatic changes are required. Stay focused on relevance, technical health, authority, and content that wins intent. Ensure reporting aligns with business outcomes, not just position grids.
Can impression counts be affected by automated scraping?
Yes. Automated queries can inflate impression signals. Tightening bulk access helps keep impression reporting cleaner and closer to real user behavior.
What sources can I read for more detail?
See industry coverage from Ahrefs, Search Engine Journal, Search Engine Roundtable, Search Engine Land, and SEMrush.
