Google’s num=100 Change: Reshaping SERP Pagination, SEO Rank Tracking & AI Data in 2025

Did your site’s Google impressions suddenly drop? You’re not alone! On September 2025, Google quietly removed the num=100 parameter—the tweak that let users (and SEO tools) load 100 results per page. Now, all results beyond the first page require slow, paginated crawling. Let’s break down what’s changed, who’s impacted, and what you must do next.

What is the num=100 Change?

• Before: You could use &num=100 in your Google search URL to instantly see positions 1–100. Rank trackers, scraping tools, and SEO reports depended on this “hack.”
• Now: You only get 10 results per page. To check deep rankings (11–100+), you have to slowly click through multiple pages—causing SEO monitor rank drop after pagination and less visibility for non-page-1 keywords.

Who’s Most Impacted?

• SEO Tools & Agencies: Most rank trackers, SERP scrapers, and reporting dashboards faced a seo software cost after google update—API calls and scraping are now more expensive, slower, and easier for Google to throttle.
• Websites in Positions 11–100: Sites that relied on visibility past page 1 saw an instant google visibility decline positions 11-100. Early studies report up to 87.7% impression loss for non-top-10 ranks.
• AI Tools: AI tools data gathering google SERP is now throttled, slowing down research, competitor analysis, and content generation workflows.

SEO Monitor Rank Drop After Pagination: Why?

• Fewer results surfaced per crawl/session, less “impression inflation.”
• SEO tracking dashboards relying on deep URLs are now missing real user impressions and reporting fewer keywords ranking.
• Google impression count algorithm change means top 10 spots matter more—optimizing for page 1 is no longer optional but critical.

Your New SEO Playbook

• Optimizing for page 1 google update:
  • Focus on long-tail, intent-driven keywords (lower competition)—they’re less affected and can propel you into page 1 faster.
  • Use advanced on-page, topical, and FAQ schema to capture featured snippets and zero-click results.
• Rank tracker adaptation google change:
  • Choose SEO tools with smart, distributed crawling and enhanced API access to avoid data loss. Update your report templates to highlight top 10 gains.
  • Monitor google search console ranking visibility—GSC’s “average position” and “impressions” now reflect authentic user behavior.
• Search engine pagination best practices:
  • For your own site, use logical, crawlable pagination links. Avoid infinite scroll that confuses bots—follow Google’s pagination documentation for best results.
• Track rankings after num=100 with Google Search Console, Bing Webmaster, and reputable paid rank trackers—manual SERP checks can supplement tool blind spots.

Community Voices

“Our SEO dashboard showed a 30% keyword loss overnight. Focusing on page 1 keywords and boosting internal linking was key to recovery.” — Digital Marketing Head, SaaS Startup

Conclusion

The removal of Google’s num=100 parameter is forcing a major shift in SEO strategy, ranking analysis, and AI-driven data gathering. Success now depends on page 1 optimization, advanced tracking, and knowing your most valuable keywords—let’s adapt and stay ahead!

Sources: Search Engine Land, Interodigital, LinkedIn SEO experts, PPC Land, JoinIndexed, DigitalDescribe, ArcIntermedia