The latest change to Google Search has affected rank tracking tools globally. Combined with the rise of AI in 2025, this has made the year somewhat turbulent for search as a whole. As with all things in search, we must adapt to the circumstances and find ways to provide data to our clients in a simple yet informative way.

At a Glance

  • Data drops have been seeing from as early as 12 September 2025
  • We are yet to hear any official updates from Google.
  • Ranking tools affected by the removal of &num=100.
  • Actual traffic and rankings AREN’T affected, the visibility of this is.

What is ‘&num=100’?

The &num=100 parameter is a setting you can add to the end of a Google Search URL to display 100 search results on a single page (equivalent to 10 standard pages of results).

For example: https://www.google.co.uk/search?q=your+search+term&num=100

This was especially useful for rank tracking tools that would crawl the web and find the positions in which you appear for each keyword. For example:

  • Keyword 1 = 1st position (page 1) – ✅ Still shown in tools
  • Keyword 2 = 25th position (page 3) – ❌ No longer shown in tools
  • Keyword 2 = 59th position (page 6) – ❌ No longer shown in tools.

How Does Google’s SERPs Work?

Google typically shows 10 organic results per page, and therefore the top 10 pages of Google would showcase 100 results. A typical rank tracking tool would use Google’s ‘&num=100’ parameter to find where your keywords appear in the top 10 pages. If you do not appear, it might say ‘Not Found’.

Google has now dropped support for the &num=100 parameter, leaving a large hole in the data of these ranking tracking tools.

This is a quiet but significant change, and it’s going to affect how you interpret performance data and track keyword rankings.

What’s Changed?

Aswell as ranking tracking tools, Google Search Console is now dropping data beyond page one of Google, which means if you have large amounts of keywords on page’s 2 and beyond, you’re likely to see huge dips in your Google Search Console account.

Please Note: Your actual traffic, keyword positions and enquiries will not change. This is purely down Google provide us, that has now been removed. So, moving forward we won’t be able to see data on keywords appearing on pages 2+in Google Search Console.

What are the Ranking Tracking Software Companies saying

We take a look at how this has affected ranking tracking tools, and their input on this huge change.

“Due to recent Google updates, we will no longer track the Top 100 search results. Instead. AccuRanker will now track up to Top 20 results by default.

We understand that difficult strategies require different depths of tracking. That’s why we’re already working on a new solution that will allow you to define your own tracking depth – whether that’s Top 10, 20, 30, 40, or more. This will give you greater flexibility and control, while ensuring data remains precise and aligned with Google’s latest changes.”
Accuranker

“This is an industry-wide issue that impacts all rank tracking tools, but the good news is that we’ve already rolled out workarounds to minimize disruption and keep core functionality intact.
These are interim adjustments, and over the coming weeks, we’ll refine our approach and share updates as longer-term solutions are rolled out.

We know your business relies on this data. Our goal is to be fully transparent as the situation evolves and to ensure that Semrush remains your most reliable source of search insights.”
SEMRush

“Google has killed the n=100 SERP parameter. Instead of 1 request for 100 SERP results, it now takes 10 requests (10x the cost).”
Keyword Insights

The Need for an SEO Agency is Rapidly Increasing

Search is constantly changing, and there has never been a more demanding need for an SEO agency to help you navigate all of the jargon and provide a sustainable strategy for growth in 2025 and beyond.

If you need any assistance or want to find out more, get in contact with us by calling 0203 773 3359 or filling out our contact form and will get back to you the same day.