Google’s recent removal of the num=100 parameter has caused major ripples in the SEO community, significantly impacting keyword visibility, impressions, and ranking data.
What Happened?
A new analysis shows the widespread effects:
- Impressions: 87.7% of sites declined in visibility.
- Query Count: 77.6% of websites lost unique ranking terms.
- Keyword Length: Short-tail and mid-tail keywords were hit hardest.
- Rank Positions: Fewer keywords appear on page 3+, while more are now surfacing in the top 3 and on page 1—indicating rankings may now reflect more accurate positions without the distortion caused by num=100.
Why It Matters
The removal of &num=100 reshapes how SEO performance is measured. While reports may now appear weaker, the data could actually be more accurate since the num=100 parameter likely inflated impressions due to scrapers.
This shift means SEOs and businesses should expect:
- Lower impression counts in Google Search Console.
- More realistic keyword data.
- Sharper fluctuations in average ranking positions.
The Bigger Picture
Many websites are already reporting declines in desktop impressions and sudden jumps in average position. Tools like Semrush and Accuranker have acknowledged the disruptions and are working on solutions.
Industry voices, including SEO consultant Brodie Clark, suggest that scrapers tied to the num=100 parameter may have distorted GSC metrics for years. Now, with its removal, the data is likely more reflective of actual search visibility.
What’s Next?
Google has yet to confirm whether this change is permanent or temporary. However, Gargula’s dataset indicates the impact is far-reaching—and potentially more significant than most anticipated.
For SEOs and website owners, the key takeaway is to adapt quickly: reevaluate performance metrics, adjust reporting expectations, and focus on long-term visibility strategies.
At SEO Guru NYC, our team of expert SEO consultants in NYC stays ahead of every Google update to ensure your business doesn’t lose visibility when search algorithms change. We help clients navigate shifting metrics, refine reporting, and build sustainable ranking strategies. If your website has been affected by the removal of num=100, let us guide you with data-driven solutions that keep your online presence strong.
