Search is always evolving. Just when you think you’ve got a handle on Google’s behaviour, it tweaks something in the background that shifts the way we all approach SEO. The latest change is one of those quiet updates that might not make the headlines, but it has a big impact for those of us who work in digital marketing every day.
So, what exactly has happened and what does it mean for you? Let’s break it down.
What has Google changed in the SERPs?
Up until recently, SEOs and marketers had a neat little trick to see beyond the first page of results. By adding the parameter “&num=100” to a Google search, you could view the top 100 results in one go. It wasn’t something the average searcher knew about, but for anyone working in SEO, it was an extremely handy shortcut.
That feature is now gone. Google has quietly retired the option, which means you can no longer grab 100 results at once. Instead, you’re back to scrolling page by page.
Why does this change matter for SEO?
For everyday searchers, the difference is minimal. After all, most people rarely click past the first page. Research consistently shows that around 90% of clicks happen within the first 10 results, so in theory, the wider set of 100 results isn’t essential for users.
But for SEOs, marketers, and businesses trying to climb the rankings, those extra results gave valuable insight. They helped us spot:
Pages sitting on the edge of visibility – those hidden gems on page two or three, where small improvements could push them onto page one.
Emerging competitors – new sites starting to rank but not yet in prime positions.
Content opportunities – keywords where your site has a foothold but needs optimisation to fully compete.
Losing the “&num=100” feature doesn’t make SEO impossible — it just changes how we track progress and find opportunities.
How are SEO tools adapting?
This change directly affects rank tracking software like Ahrefs, SEMrush, and others. These tools used the parameter to collect bulk ranking data more efficiently. Without it, they now have to work within Google’s default limitations.
So, what does that mean for reporting?
Rank updates will continue – you’ll still see where your pages are ranking.
The scope may narrow – instead of hundreds of positions being tracked per query, tools will focus more heavily on the first page and near-page-one results.
Insights may shift – expect more emphasis on practical opportunities, rather than vast lists of deep-ranking pages that rarely drive traffic.
The good news is that the tools aren’t standing still. They’re already adjusting how they gather and interpret ranking data to ensure SEO professionals continue to get the insights they need.
Isn’t page one the only thing that matters?
It’s tempting to think so. After all, the majority of clicks happen there. But if you’re serious about SEO growth, you know the real gold often lies just beyond page one.
Imagine you’ve got an article sitting at position 12. That’s only two places away from page one. A small tweak to your content, a stronger internal link, or a fresh update could be the nudge that moves it into the spotlight. Without being able to see those positions, you risk missing out on the easy wins.
That’s why deeper ranking data has always been so useful—it reveals the low-hanging fruit. Even if fewer people click past the first page, you need to know what’s waiting in the wings.
What does this mean for your SEO strategy?
Google’s change is a reminder to refine your approach. Instead of chasing endless rankings, it’s time to focus on what really makes a difference. Here are a few ways to adapt:
1. Prioritise content refreshes
Look for content that’s ranking just off page one. A small update, a better headline, or improved on-page optimisation could push it into prime visibility.
2. Keep an eye on competitors
When new players enter your niche, you want to notice them early. Even if SEO tools show fewer results, competitor tracking will help you spot fresh content making moves.
3. Double down on quality
If the data scope is narrowing, the value of every ranking insight increases. That means your focus should be on quality—quality content, quality backlinks, and quality technical SEO.
4. Be flexible
Search is always shifting. AI-generated answers, featured snippets, video results—Google constantly experiments with how results are displayed. This update is just another sign that adaptability is essential.
The bigger picture: SEO never stands still
It’s easy to see this update as a hurdle, but really, it’s a nudge to stay sharp. SEO has never been about chasing a single trick or shortcut. It’s about understanding how search evolves and adapting your strategy to match.
The removal of the “&num=100” parameter might feel inconvenient, but it doesn’t change the fundamentals. Your job is still to create the most relevant, helpful, and engaging content possible. The tools might change, the metrics might shift, but the goal remains the same: give people the best possible answer to their search.
How can we help
At Outrank, we see this change as an opportunity. It pushes the industry to focus less on sheer data volume and more on meaningful insights. It challenges us to be smarter with our strategies, to look closely at the areas that genuinely drive clicks, and to keep improving the content that matters.
Yes, the landscape keeps shifting—but that’s the nature of search. Every change is a chance to adapt, refine, and get ahead of the curve.
We’ll continue to keep a close eye on Google updates, translate them into plain English, and help our clients understand what they really mean for their business. Because staying visible online isn’t about chasing every single algorithm tweak—it’s about having the right strategy, the right content, and the confidence that you’re moving in the right direction.
If you’d like to chat about how these changes might affect your website, or you want support refining your SEO approach, our team is always here to help. Let’s embrace the changes together and make sure you stay ahead of the competition, get in touch today.