SEO Tools Hit by Google Search Change

Google seems to have disabled, or at least started testing the removal of, the &num=100 URL parameter, which allows searchers to view 100 results on a single page.

The shift was first noticed around 10 September, when many in the SEO community reported sudden drops in desktop impressions. Rank-tracking tools were among the first to pick up on the disruption, with data showing noticeable inconsistencies.

A leading theory is that earlier spikes in desktop impressions may have been artificially inflated by bots loading the 100-result pages. With the parameter now disabled, those inflated figures are no longer being recorded.

So far, Google has not released an official statement on the change, leaving SEOs and rank-tracking platforms to speculate on whether this is a permanent update or just a test.

Ripple Effects On Rank-Tracking Tools

SEO analyst Clark and others have highlighted how several rank-tracking tools began showing missing rankings or error messages when the &num=100 parameter change took effect.

Some platforms reported stalled daily sensors or gaps in SERP screenshots, reflecting the disruption. At the same time, a number of SEO professionals noticed sharp declines in desktop impressions within Google Search Console starting 10 September, while average positions appeared to rise.

Clark’s review ties these shifts directly to the &num=100 removal, suggesting that earlier spikes in impressions may have been inflated. He explains that bots from SEO and AI analytics tools often loaded 100-result pages, which generated far more impressions than the standard 10-result layout.

At this point, this remains a community-led theory rather than a confirmed explanation from Google, as the company has yet to comment publicly.

Re-Examining “The Great Decoupling”

Over the past year, many SEO teams have reported a rise in impressions without a corresponding increase in clicks, often linking the trend to the rollout of AI Overviews.

However, analyst Clark has suggested an alternative explanation. He argues that Google’s recent removal of the &num=100 results parameter, which has disrupted rank-tracking tools, could account for at least part of this mismatch—particularly on desktop, where rank tracking is most common.

For now, this remains an interpretation rather than a confirmed explanation, as Google has yet to comment or release new reporting filters to clarify the data.

What People Are Saying

Clark shared his findings after observing sharp drops in desktop impressions across several accounts beginning on 10 September.

He wrote:

“… I’m seeing a noticeable decline in desktop impressions, resulting in a sharp increase in average position. This is across many accounts that I have access to and seems to have started around September 10th when the change first begun.”

Other voices in the SEO community have also weighed in. Keyword Insights stated:

“Google has killed the n=100 SERP parameter. Instead of 1 request for 100 SERP results, it now takes 10 requests (10x the cost). This impacts Keyword Insights’ rankings module. We’re reviewing options and will update the platform soon.”

Meanwhile, Ryan Jones suggested that the change reflects a broader crackdown:

“All of the AI tools scraping Google are going to result in the shutdown of most SEO tools. People are scraping so much, so aggressively for AI that Google is fighting back, and breaking all the SEO rank checkers and SERP scrapers in the process.”

Considerations for SEO Teams

If you’ve seen unusual spikes in desktop impressions during late 2024 or early 2025 without matching clicks, some of those numbers may have been inflated by bots loading 100-result pages.

SEO teams are encouraged to review Search Console trends from 10 September onwards, treating this as a new baseline. Any large fluctuations after that date should be viewed in light of the parameter change.

It’s also worth checking in with your rank-tracking providers. Some tools have already adjusted by using pagination or other workarounds, while others experienced reporting gaps but are now working on fixes.

Looking Ahead

At this stage, it’s still unclear whether Google’s move is a temporary test or a permanent update. The company has not provided an official statement.

What is clear is that tool vendors are adapting quickly, and the wider SEO community is reconsidering how much of the “impressions vs. clicks” gap was due to data collection quirks rather than genuine user behaviour.

Updates will follow if Google comments publicly or if new reporting options appear within Search Console.