Is The Next Google Search Update Dropping 100 Search Results? Uncovering The Reality?

Have you noticed changes in your SEO data recently? Are you in panic mode? Well, don't worry, it's not just you; everyone is facing the same issue.

Reason you ask? Well, Google, who else? During mid-September, Google silently ran a test to drop the ‘&num=100’ parameter. While initially Google didn't confirm or deny anything officially, the expert eyes of SEO professionals caught it and started a fierce discussion across social media platforms. However, the company on 18^th September 2025 said that it does not support this URL parameter anymore. 

However, the real question is what the initial and long-term implications of this seemingly looming Google Search Update are. Let’s find out.

What Is The &num=100 Parameter?

The &num=100 parameter is a URL query string that is used in Google search to ask the search engines to display the top 100 results on a single page. Instead of the default 10, it shows 100 results.

Here are some reasons why this parameter was so crucial for SEO -

As it lists 100 results instead of 10, it makes the job of SEO professionals easy. They can now seamlessly go through the top results, conduct their research, and better analyze the patterns. Hence, it helps them prepare a better SEO strategy that yields tangible results.

This parameter also improves data collection. When you have more results on one page, scraping and exporting the crucial data becomes easier. As a result, data collection has become simple and streamlined.

For business owners like you, having all the competitors on the same page always paves the way for better business understanding. You can check what your business rivals are doing, analyze that, and then make better decisions to edge them out.

However, as of September 2025, this feature is now gone. This seemingly small change has started a ripple effect across the SEO industry. The rank trackers are broken, the search engine data is a mess, and SEO professionals making the report have become a whole lot tougher.

Why This Change?

Now, this is a very valid question. Why does Google need to implement such a change? While the search engine giant remained tight-lipped, the SEO experts have some theories -

• Reacting to this update, SEO expert Barry Schwartz said, “Late last week, Google dropped the ability to show a hundred search results per page. This poses a challenge for most third-party rank checking tools… now it costs them 10 times as much to get the same data.” 

The Implications Of This Change: Rising Costs And Broken Tools

This unannounced test and likely update have caused havoc. For years, SEO tools have used Google’s &num=100 parameter for the basis of their analysis, which is now gone. So, here are the likely implications of this update -

Now, even if you type &num=100 in the search bar, Google will still return 10 results. Hence, you can no longer see more results on a single page, lowering the visibility of the websites in the subsequent pages.

Previously, the third-party SEO and AI tools could simply fetch 100 results with a single query. But now that is not going to happen, which means it will increase the time and cost of the whole operation. Now, this increased operation cost will put the third-party tools and AI platforms on the back foot – for sure.

In recent years, a trend has emerged – the impressions of GSC (Google Search Console) have increased without a matching rise in clicks. This phenomenon is termed ‘The Great Decoupling’ by experts. But this update is likely to be solved. The bots can no longer generate impressions for the sites in the 11th-100th position. As already mentioned, the SEO tools and GSC are recording a sharp drop in impressions.

(iv) Change In Ranking Analysis

One of the biggest implications of this update will be the shift in SERP ranking analysis. Like the previous updates, this will also continue to press on Google’s mission of quality and relevance over quantity. Content displaying expertise and authoritativeness will shine.

What Does This Change Mean For SEO?

Google, as a business, has all the rights to update and control its product, but as an SEO professional, you need to be agile enough to pivot and make the most of the changes. In light of this recent development, here is what you can do -

The 2025 core updates have changed how web pages are getting ranked, but sudden changes like this one are affecting rank tracking. The tools once regarded as trustworthy are now losing their credibility amidst this volatility.

So, it's time for you to rethink who you trust. Place your faith in GSC and stop chasing the precision on-page ranking that may not be relevant again.

Instead of pondering what you have lost, focus on what you have. So, let the lost keyword data go and double down on -

(iii) Rethink Your Keyword Strategy

With this update and more to come, it's time to think about your keyword strategy. So, instead of casting a wide net with multiple loosely connected keywords, channelize your efforts on -

Having said that, it is important to stay away from keyword cannibalization. In this new environment, you need to create pages that support each other and do not compete.

Next, you need to embrace a more creative way of discovering content. Since low-ranking keywords are now going to receive less visibility, you need to get scrappier. Here are some tips -

(v) Don't Just Track The Google Ranking

It is important to understand that generative search is the reality, and it will not be limited by this Google update. So, you need to think about SEO from that perspective as well. Here, you can take the assistance of different tools, such as Peec AI, Otterly.ai, etc., to track your mentions on Gemini, ChatGPT, etc. Besides, you need to analyze traffic from AI tools for more insights.

It is important to remember one thing: to future-proof your visibility, you need to think about retrievability and not just rankability. It means being present in databases that AI uses to produce results.

Lastly, relevance is the future of SEO and content. Google’s elimination of the &num=100 parameter is not just a technical change; it underlines a bigger shift. Today, SEO and content are heading towards a direction where relevance will decide the outcome.

As visibility will be capped, data will be streamlined, and AI-driven discovery becomes dominant, being relevant is the endgame here. It means -

To sum up, SEO always relied on data; the more the merrier. It helped analyze and identify competitors and strategize to make an impact. While this ‘small’ update will have serious short-term repercussions, in the long run, it will lead to a better user experience.

Now, as a leading SEO and digital marketing agency, Viacon keeps a keen eye on all the developments and shifts in this sphere, including the latest Google updates.

Our team of experts are equipped with the right tools, has the insight and the agility to adapt strategies in real time. It ensures our clients not only stay ahead of the curve but also continue to thrive. From the integration of AI to evolving ranking signals, Viacon continues to deliver sustainable growth.