The SEO world is facing unprecedented disruption. Recent changes by Google have thrown rank tracking and performance monitoring into disarray, leaving agencies and brands scrambling for clarity.
At GA Agency, we’re cutting through the noise to explain what’s happening, why it matters, and how we can help your business adapt.
What’s Happening?
In September 2025, Google removed the ability to display 100 search results per page, a feature widely relied upon by third-party rank-tracking tools. This change has crippled many tools’ ability to efficiently gather data beyond the first page of results, increasing costs and reducing accuracy. Additionally, Google Search Console (GSC) data has shown sharp declines in desktop impressions and volatile average position metrics, causing confusion among SEO professionals.
When SEO tools used the &num=100 parameter to pull 100 results at once:
- Google treated each fetch of the search results page as a “visit” or an “impression”, similar to if a real user had actually viewed those results.
- If a tool was fetching 100 results for a query hundreds of times per day, it could cause Google Search Console (GSC) to register more impressions than actual human users.
- In practice, for pages ranking outside the first 10 results, this could artificially inflate impressions and sometimes even affect the reported average position, because GSC counted those “fetches” in its stats.
After Google disabled &num=100:
- Tools can now fetch only 10 results per query, so they no longer generate such a high volume of artificial impressions for websites ranking in positions worse than page 1.
- Search Console stats are now more aligned with real user interactions, since fewer automated fetches are being counted as impressions.
Why Is This a Problem?
Third-Party Tools Are Struggling
Tools like Semrush and Accuranker, which depended on the &num=100 parameter to scrape large volumes of search data, now face operational challenges. Without this parameter, they must execute 10 times more queries to collect the same data, increasing costs and potentially reducing data reliability.
GSC Data Is “Off”
There is a significant drop in desktop impressions in GSC, leading to artificially inflated average position metrics (SEL). This discrepancy suggests underlying issues in how Google is now reporting data, possibly due to reduced scraping activity or changes in impression logging.
What Can You Do Now?
Rethink Tracking Reliance
Brands must avoid over-relying on third-party rank trackers, as their data may be incomplete or inaccurate. Instead, focus on multi-metric validation using GSC, GA4, and business outcomes (e.g., conversions, revenue) (XPT, DSHT).
Adapt to AI and Answer Engines
Google’s AI Overviews now appear in ~20% of searches, and answer engines like ChatGPT drive growing referral traffic (WDS). Optimise for answer engine optimisation (AEO) by creating concise, authoritative content that addresses user intent (CLD).
Prioritise Google Search Console
While GSC data is currently volatile, it remains a critical source of truth. Monitor trends rather than daily fluctuations, and use its performance reports to identify meaningful shifts in visibility.
Focus on Business Metrics
With rank tracking becoming less reliable, shift attention to metrics that directly impact business goals:
- Organic traffic quality.
- Conversion rates.
- AI referral traffic (e.g., from ChatGPT, Perplexity).
- SERP feature visibility (e.g., AI Overviews, Featured Snippets).
People Also Asked
Does this mean I can only see 10 results in Google now?
No, you can still click through pages, but tools can’t grab 100 results in one query anymore.
Can I use another hidden parameter instead of &num=100 to get 100 results?
No, Google removed the functionality completely, there’s no replacement.
Will my average position data look different now?
Yes, it might look more accurate, since fewer artificial impressions from automated queries are counted.
Will SEO tools become more expensive because of this change?
Some already adjusted pricing, since their query volume (and costs) multiplied.
If only 10 results are visible by default, should I stop caring about ranking in positions 11–100?
Focus more on top 10, but positions beyond that still matter for visibility over time.
Does this mean CTR models and visibility reports will change?
Yes, because the dataset tools collect is now smaller and closer to real user experience.
GA Agency’s Recommendations
Diversify Data Sources
Combine GSC, GA4, and server-side analytics to triangulate performance data. Use tools to blend organic and paid campaign metrics for a holistic view. These features often drive more value than traditional “blue links.”
Monitor SERP Features
Track visibility in AI Overviews, Featured Snippets, and local packs using tools like Semrush’s Position Tracking
Invest in Technical SEO
Ensure your site meets Core Web Vitals thresholds (e.g., CLS < 0.1, INP < 200 ms) and leverages HTTP/3 for speed. Technical excellence remains a stable ranking factor amid algorithmic chaos.
Embrace First-Hand Experience
Google’s E-E-A-T guidelines emphasise original, experiential content. Collaborate with subject-matter experts to create unique insights that AI cannot replicate.
The Future of SEO Tracking
The SEO landscape is evolving toward AI-centric measurement. Traditional rank tracking may never fully recover, but new metrics, like AI visibility, sentiment, and referral traffic, will gain importance. Brands that adapt now will stay ahead of the curve.
Conclusion
Google’s changes have undeniably disrupted SEO tracking, but they also offer an opportunity to refocus on what truly matters: driving business value through user-centric optimisation.
At GA Agency, we’re helping clients navigate this shift by prioritising actionable metrics, adapting to AI, and leveraging first-party data.
Our commitment is to provide you with ranking data you can trust completely. We rigorously protect the integrity of this data to guarantee its accuracy and ensure it is always available when you need it. Ultimately, our goal is to transform raw data into clear, insightful, and highly actionable intelligence, giving you a reliable foundation for your strategic planning.
Need help recalibrating your SEO strategy? Contact us today for a free audit tailored to the new search landscape.
Article author
Chiara Riva
Business Development Assistant
