The num=100 Update That Inflated Your SEO Overnight

In early September, Google removed the num=100 search parameter. If you wondered, What the hell is that? You’re not alone, as we’ve also just found out that it’s a parameter that allows search results to display up to 100 results per page. Now, the default system only shows 10 results.

Although this may seem like a minor change, it can have a significant impact on data reporting and SEO strategies. Let us explain why.

What is num=100 and why does it matter?

num=100 was a parameter in Google Search URLs that allowed users to control the number of search results that appeared on a page. Before its removal, the search results page would display 100 searches per page instead of the default 10.

For web crawlers and SEO tools, this parameter was crucial to retrieve a large amount of data quickly. However, due to its removal, analytics systems and tools are struggling to adapt to the change, resulting in a massive shift in the search engine landscape. The changes include:

• Drop in impressions drop for almost everyone – A shocking 87.7% of sites experienced a decline in impressions in Google Search Console, which was the most visible effect of the update.
• Keywords disappearing from reports – 77.6% of sites lost their unique ranking for some of their short-tail and mid-tail keywords, causing them to rank for fewer keywords overnight.
• Shift in rankings – There appears to be a new trend in keyword positions, where fewer queries are currently reported on page three and beyond, while more keywords are showing up on page one and in the top three positions.

Previously, bloated impression counts may have occurred due to crawlers and scrapers leveraging num=100. After the update, data rankings appear to be more accurate to reality, with fewer queries on pages 3 or above, while top results better reflect actual user experiences.

These statistics confirm that the change is a systematic event that affects the entire SEO ecosystem. But what’s really happening behind the scenes of these metrics?

Did your SEO reports seem to decline overnight?

The sudden drop in impressions and keyword count may seem alarming at first, as it indicates a significant loss in search visibility. However, this doesn’t truly reflect reality, as this data shift doesn’t exactly translate to a poorer performance. Instead, it reflects a correction of previously inflated metrics. 

Countless SEO tools, rank trackers, and web scrapers have been using the num=100 for years to gather data quickly and efficiently. By requesting 100 results simultaneously, these tools could check the rankings for lists of keywords.

The process created a large volume of artificial impressions, so your site may have been “seen” hundreds of times by bots, not real users. These automated checks may make it seem like your site was visible for queries due to inflated impression counts.

As the num=100 parameter no longer exists, these tools won’t force Google to show 100 results anymore. This change results in many of the previously registered automated checks no longer occurring. Your data in Google Search Console will now reflect the actual number of human searchers.

The bright side: more accurate average points

One of the most obvious changes is the drastic increase in average ranking positions. SEO experts have noted that average positions have improved significantly after the update. And this isn’t due to websites suddenly ranking better; instead, it’s due to the removal of low-ranking keywords from your reports.

If a tool previously showed an impression for your website at position 93 for a specific keyword, that low rank would lower your average position. Now that these low-ranking and bot-driven positions are removed, your average position will be based on a relevant and concise set of keywords, helping you rank high enough to be noticed by human readers. As a result, the data becomes clearer and better reflects your true performance on the search engine results page (SERP).

The Future of SEO: What’s Coming Next

Google has not yet officially confirmed whether the removal of num=100 is permanent or a temporary bug. However, given the scope of the impact and its prolonged duration, this might have become the new normal. So, how should you respond to it?

• Keep your stakeholders updated: It’s wise to keep your clients and stakeholders informed. Explain that the drops in impressions and keyword counts are a form of data correction, not their performance collapsing. Take the time to explain that these metrics will now offer more accurate data that reflects real user visibility.
• Re-baseline your KPIs: Your old benchmark no longer works. You must establish a new baseline for your main performance indicators and monitor your clicks, impressions, and average position over the next few weeks and even months to determine your new standard. See the difference between the post-change data, but don’t compare it to the previous inflated metrics.
• Focus on clicks and conversions: Many SEO experts used to prioritize impressions metrics. This update will enable us to focus more on key metrics that are more closely aligned with business outcomes. This includes clicks, click-through rates, and most importantly, conversions. These metrics aren’t as much affected by the num=100 removal and will represent a better measure of your SEO success.
• Use multiple data sources: This event may lead us to rely on only one data source. Although data from Google Search Console is invaluable, verify its accuracy with analytics from your site (such as Google Analytics 4), rank tracking tools (after they’ve stabilized), and other third-party platforms to gain a more accurate view of your performance.

Ultimately, Google’s removal of the num=100 parameter has a positive impact on the industry. It filters out inflated data, allowing us to focus on a more accurate and honest performance measurement. Even though the transition could be smoother, it presents an excellent opportunity to refine our strategies and focus on what really matters, ultimately bringing results.