Why Google’s &num Removal Shocked the SEO Industry
If you’ve been anywhere near SEO Twitter (or X), Facebook groups, or Slack communities recently, you’ve probably seen the panic. Overnight, impressions dropped. Average positions suddenly improved. Rank-tracking dashboards lit up red. And everyone pointed fingers at one culprit:
Google silently stopped supporting the &num=100 parameter.
For years, SEO Experts used &num=100 to force Google to display 100 results per page. It was a simple trick that made rank tracking deeper, faster, and more consistent. But one quiet update later – Google completely killed it.
Some SEO experts claimed Google “broke SEO.” Others argued nothing actually changed. And then there’s the bigger shift happening behind the scenes: Google is restructuring search around AI.
So, did Google ruin everything? Or is this a bigger sign of what’s coming for rankings and reporting?
Let’s break it down.
What Actually Changed: Why Google Killed the &num=100 Parameter
The &num parameter used to allow tools to grab 100 results per page instead of the default 10. Rank trackers loved it. Agencies loved it. Anyone who needed deep SERP data relied on it.
But without announcement – Google simply stopped honoring it.
Now, whether you type &num=100 or not, Google only shows about 10 results. Everything else requires scrolling or manually moving through deeper pages.
This looks simple on the surface, but under the hood, it changes how SEO tools fetch data, how rank positions are calculated, and how Search Console logs impressions.
And it’s happening while Google is rolling out more AI Overviews, AI-powered SERPs, and new search layouts that don’t look anything like the simple 100-result pages we grew up with.
This is not just a UI change – it’s a strategy shift.
Why Search Console Impressions Suddenly Dropped
Once the &num parameter died, Search Console numbers started behaving… strangely.
Here’s what people saw:
-
Impressions dropped HARD
-
Average position magically improved
-
Clicks looked unchanged
-
Total queries tracked per day decreased
The reason?
Google is no longer counting impressions for deep positions (like 30–100) the way it used to. That means:
-
Fewer impressions are recorded
-
Low-ranking pages vanish from data
-
Average position improves because weak positions disappear
-
Clicks stay the same – because real user behavior didn’t change
In short:
SEO is not broken – SEO reporting is.
This aligns with Google’s broader push to simplify SERPs and focus on higher-intent interactions, especially with the rise of AI Overviews, AI Featured Snippets, and more consolidated result pages.
The Hidden Reason: Google’s Move Toward AI-First Search
You may have noticed a pattern in all the latest Google updates:
-
More AI summaries
-
More conversational results
-
More synthesized answers
-
Fewer clickable results
-
More content pulled directly into Google’s own interface
Google is restructuring search for an AI-first environment.
And removing &num is part of the system.
Here’s why:
1. AI requires cleaner SERP structure
AI-generated SERPs don’t function like classic pages with 100 results. They are dynamic, layered, and personalized. Google needs more control over how results render.
2. Anti-scraping protection
Third-party bots (and AI models) scrape SERPs aggressively. Killing &num makes scraping harder and more expensive.
3. Server optimization for AI
AI results require compute power. Serving 100 results per page is inefficient.
4. New search behavior
Users scroll less because AI gives faster answers. So deep result tracking becomes less relevant.
This is not random. This is Google preparing for a future where AI rankings matter more than traditional rankings.
As AI takes over more of the evaluation process, Google’s Muvera update shows how content intent is becoming more important than traditional keyword targeting. Want to learn more about Muvera, check out my detailed breakdown on how Muvera is reshaping content intent and AI-driven visibility.
What is MUVERA and how it Changed the process of SEO in 2025.
How Rank Tracking Tools Are Struggling Right Now
Most rank trackers were built around fetching 100 results at once. With that gone, tools must:
-
Fetch 10 at a time
-
Make 10× more API requests
-
Spend more money on crawling
-
Update their algorithms
-
Show different (sometimes confusing) data to users
And that means:
-
Clients think rankings dropped
-
Agencies struggle to explain the changes
-
Dashboards look broken
-
SEO reporting becomes messy
Meanwhile, Google continues pushing AI Overview, AI Featured Snippets, and integrated AI sections that tools can’t easily track.
Traditional SEO tools weren’t built for an AI-first search world – and this update exposes that weakness.
One Trick That Actually Saves You Time (The Hidden &start= Method)
Google may have killed the &num parameter…
…but the &start= parameter still works.
This is the new workaround SEO experts are quietly using.
Here’s how it works:
&start=0→ ranks 1–10&start=10→ ranks 11–20&start=20→ ranks 21–30&start=40→ ranks 41–50&start=90→ ranks 91–100
This method:
✔ Lets you inspect deeper pages manually
✔ Allows tools to fetch results in logical chunks
✔ Preserves deeper SERP insights
✔ Avoids relying on pagination UI
✔ Keeps SEO tracking consistent
As Google leans into AI rankings and dynamic layouts, breaking SERPs into small sections actually gives a more realistic picture.
Traditional rank-tracking is changing – but it’s not dead.
What SEO experts Should Do in the Post - &num, AI-Driven Era
This update is a wake-up call. SEO is changing fast, especially with AI dominating early-stage search intent.
Here’s what to do now:
1. Strengthen topical clusters
Google’s AI systems rely on topic depth, not keyword density.
2. Focus on entities and authority
Brands with strong identity win in AI summaries and featured snippets.
3. Monitor real KPIs
Clicks, conversions, leads — not just impressions.
4. Optimize for AI Overview visibility
AI summaries pull from structured content, FAQs, schema, and authoritative pages.
5. Adapt rank tracking strategies
Use tools that support the new &start= logic or support multi-page crawling.
SEO is moving toward a future where content quality, semantics, and brand authority matter far more than classic “position #1.”
The Bigger Picture: Google Is Designing Search for an AI Future
Killing the &num parameter may seem trivial, but it’s part of a much bigger shift:
-
AI Overviews define the top of the page
-
AI reduces the number of traditional blue links
-
Search becomes more conversational
-
SERPs become dynamic instead of paginated
-
Rank positions vary per user, device, and query intent
This change signals the beginning of a search environment where:
-
AI Featured Snippets dominate visibility
-
AI rankings determine what shows in summaries
-
SEO optimization process shifts toward semantic depth
-
Pages compete for AI inclusion, not just SERP rank
The real future of SEO isn’t page 1 – it’s AI visibility.
Google Didn’t Break SEO - It Broke the Way We Measure It
Google removing the &num parameter didn’t destroy SEO.
It simply shifted the measurement layer.
The real story is the rise of AI-driven search, AI-powered summaries, dynamic SERPs, and new ranking factors that extend far beyond the classic top-100 view.
As the latest Google updates reshape the ecosystem, staying adaptable is the new SEO superpower.
And if you ever feel lost navigating these shifts – you’re not alone.
As a digital marketing specialist in Ahmedabad, I help businesses stay ahead of Google’s constant evolution, AI transformations, and the new era of search visibility.
Want to stay updated with the newest SEO trends, AI changes, and ranking insights?
Follow Saumik Idnani on social media.