{"id":63029,"date":"2025-09-25T09:09:33","date_gmt":"2025-09-25T08:09:33","guid":{"rendered":"https:\/\/ga.agency\/?p=63029"},"modified":"2026-05-26T13:16:38","modified_gmt":"2026-05-26T11:16:38","slug":"google-rank-tracking-in-turmoil","status":"publish","type":"blog","link":"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/","title":{"rendered":"Google Rank Tracking in Turmoil: What the Recent Chaos Means for Your SEO Strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At GA Agency, we\u2019re cutting through the noise to explain what\u2019s happening, why it matters, and how we can help your business adapt.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_Happening\"><\/span><strong>What\u2019s Happening?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In September 2025, Google removed the ability to display <strong>100 search results per page<\/strong>, a feature widely relied upon by third-party rank-tracking tools. This change has crippled many tools\u2019 ability to efficiently gather data beyond the first page of results, increasing costs and reducing accuracy. Additionally, Google Search Console (GSC) data has shown <strong>sharp declines in desktop impressions<\/strong> and volatile average position metrics, causing confusion among SEO professionals.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>When SEO tools used the &amp;num=100 parameter to pull 100 results at once:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google treated each fetch of the search results page as a \u201cvisit\u201d or an \u201cimpression\u201d, similar to if a real user had actually viewed those results.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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 \u201cfetches\u201d in its stats.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>After Google disabled &amp;num=100:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Search Console stats are now more aligned with real user interactions, since fewer automated fetches are being counted as impressions.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Is_This_a_Problem\"><\/span><strong>Why Is This a Problem?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Third-Party Tools Are Struggling<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tools like Semrush and Accuranker, which depended on the &amp;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.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>GSC Data Is &#8220;Off&#8221;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There is a <strong>significant drop in desktop impressions<\/strong> in GSC, leading to artificially inflated average position metrics (<a href=\"https:\/\/searchengineland.com\/google-search-rank-and-position-tracking-is-a-mess-right-now-461984\">SEL<\/a>). This discrepancy suggests underlying issues in how Google is now reporting data, possibly due to reduced scraping activity or changes in impression logging.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Can_You_Do_Now\"><\/span><strong>What Can You Do Now?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rethink Tracking Reliance<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Brands must avoid over-relying on third-party rank trackers, as their data may be incomplete or inaccurate. Instead, focus on <strong>multi-metric validation<\/strong> using GSC, GA4, and business outcomes (e.g., conversions, revenue) (<a href=\"http:\/\/explodingtopics.com\/blog\/measure-seo-performance\">XPT<\/a>, <a href=\"https:\/\/dashthis.com\/blog\/seo-tracking\/\">DSHT<\/a>).<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Adapt to AI and Answer Engines<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s AI Overviews now appear in ~20% of searches, and answer engines like ChatGPT drive growing referral traffic (<a href=\"https:\/\/www.wordstream.com\/blog\/seo-trends-2025\">WDS<\/a>). Optimise for <strong><a href=\"https:\/\/ga.agency\/all-services\/answer-engine-optimisation\/\">answer engine optimisation (AEO)<\/a><\/strong> by creating concise, authoritative content that addresses user intent (<a href=\"https:\/\/clarusdigital.co.uk\/blog\/the-2025-seo-checklist-for-uk-businesses-15-tasks-you-cant-ignore\/\">CLD<\/a>).<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Prioritise Google Search Console<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Focus on Business Metrics<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With rank tracking becoming less reliable, shift attention to metrics that directly impact business goals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Organic traffic quality.<\/strong><\/li>\n\n\n\n<li><strong>Conversion rates.<\/strong><\/li>\n\n\n\n<li><strong>AI referral traffic<\/strong> (e.g., from ChatGPT, Perplexity).<\/li>\n\n\n\n<li><strong>SERP feature visibility<\/strong> (e.g., AI Overviews, Featured Snippets).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"People_Also_Asked\"><\/span><strong>People Also Asked<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Does this mean I can only see 10 results in Google now?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No, you can still click through pages, but tools can\u2019t grab 100 results in one query anymore.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Can I use another hidden parameter instead of &amp;num=100 to get 100 results?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No, Google removed the functionality completely, there\u2019s no replacement.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Will my average position data look different now?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, it might look more accurate, since fewer artificial impressions from automated queries are counted.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Will SEO tools become more expensive because of this change?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Some already adjusted pricing, since their query volume (and costs) multiplied.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>If only 10 results are visible by default, should I stop caring about ranking in positions 11\u2013100?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Focus more on top 10, but positions beyond that still matter for visibility over time.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Does this mean CTR models and visibility reports will change?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, because the dataset tools collect is now smaller and closer to real user experience.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ga.agency\/wp-content\/uploads\/2025\/09\/image-1-edited.png\" alt=\"\" class=\"wp-image-63043\"\/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"GA_Agencys_Recommendations\"><\/span><strong>GA Agency\u2019s Recommendations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Diversify Data Sources<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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 &#8220;blue links.&#8221;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Monitor SERP Features<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Track visibility in AI Overviews, Featured Snippets, and local packs using tools like Semrush\u2019s Position Tracking<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Invest in Technical SEO<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ensure your site meets Core Web Vitals thresholds (e.g., CLS &lt; 0.1, INP &lt; 200 ms) and leverages HTTP\/3 for speed. Technical excellence remains a stable ranking factor amid algorithmic chaos.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Embrace First-Hand Experience<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s E-E-A-T guidelines emphasise original, experiential content. Collaborate with subject-matter experts to create unique insights that AI cannot replicate.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Future_of_SEO_Tracking\"><\/span><strong>The Future of SEO Tracking<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The SEO landscape is evolving toward <strong>AI-centric measurement<\/strong>. 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.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s changes have undeniably disrupted SEO tracking, but they also offer an opportunity to refocus on what truly matters: <strong>driving business value through user-centric optimisation<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At GA Agency, we\u2019re helping clients navigate this shift by prioritising actionable metrics, adapting to AI, and leveraging first-party data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Need help recalibrating your SEO strategy?<\/strong> <a href=\"https:\/\/ga.agency\/contact-us\/\">Contact us today<\/a> for a free audit tailored to the new search landscape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-flat ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#Whats_Happening\" >What\u2019s Happening?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#Why_Is_This_a_Problem\" >Why Is This a Problem?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#What_Can_You_Do_Now\" >What Can You Do Now?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#People_Also_Asked\" >People Also Asked<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#GA_Agencys_Recommendations\" >GA Agency\u2019s Recommendations<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#The_Future_of_SEO_Tracking\" >The Future of SEO Tracking<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n","protected":false},"author":3,"featured_media":100630,"menu_order":0,"template":"","categories":[252],"tags":[],"class_list":["post-63029","blog","type-blog","status-publish","has-post-thumbnail","hentry","category-ga-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Rank Tracking In Turmoil: What To Know | GA Agency<\/title>\n<meta name=\"description\" content=\"Google&#039;s latest update has crippled rank tracking. Learn From GA Agency how to adapt your SEO strategy, and future-proof your metrics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ga.agency\/en\/blog\/google-rank-tracking-in-turmoil\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Rank Tracking In Turmoil: What To Know | GA Agency\" \/>\n<meta property=\"og:description\" content=\"Google&#039;s latest update has crippled rank tracking. 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