In September 2025, Google quietly removed the long-standing &num=100 parameter — a change that’s left many SEO teams scratching their heads as impressions suddenly plummeted in Google Search Console (GSC). If your reports look “off” lately, here’s what happened and what it really means for your SEO performance.

A line graph shows total impressions over three months, with a sharp drop highlighted by a red arrow around mid-September. Metrics above include 803K total impressions, 2.2% CTR, and average position 29.6. — Google Search Console screenshot showing mid-September impressions drop from the num=100 update.

What Changed

For years, SEOs and analytics tools used &num=100 (e.g., ?q=keyword&num=100) to display or collect up to 100 search results per page instead of the default 10. That made it faster for platforms and scripts to measure rankings and visibility across hundreds of keywords.

In September 2025, Google stopped supporting this parameter altogether. The company confirmed it was never officially documented, and the change means tools can no longer easily access results beyond page 1 or 2 in bulk.

Why Impressions and Rankings Look Different

1. Impressions dropped sharply, but traffic didn’t.
Search Console impressions included data from keywords buried on pages 3–10. With &num=100 gone, those “deep” impressions are no longer counted. Your actual clicks and visibility to users haven’t necessarily declined, but your reported impressions have.

2. Average position may look better.
Without all those low-ranking keywords in the mix, your average position metric may improve — even though your real rankings haven’t changed.

3. Rank tracking beyond page 1 just got harder.
Tools that relied on &num=100 now need to run multiple, slower queries to retrieve full SERP data. Some tools have temporarily lost the ability to show positions past 20 or 30.

How to Adapt Your SEO Reporting

1. Annotate September 2025.
Add a note in your reporting dashboards: “Google removed &num=100 parameter — data shift begins.” This clarifies the sudden drop in impressions.

2. Re-establish your baseline.
Compare clicks, not impressions when evaluating pre-October month-over-month performance. Use October 2025 forward as your new baseline for impressions, average CTR, and average position.

3. Focus on what matters.
The vast majority of clicks come from page 1. Use this as an opportunity to shift your focus toward ranking improvements in the top 20 results.

Key Takeaway

This isn’t an algorithm update. It’s a measurement change. If your impressions tanked but clicks and conversions stayed stable, your SEO strategy is still on track.

About the Author

Matt Chiera

Matt Chiera is the Founder and Principal Consultant at Ice Nine Online. Since establishing the company in 2014, he has been instrumental in helping clients generate millions of dollars in revenue through digital marketing. Matt is deeply involved with clients on a day-to-day basis, adopting a consultative and educational approach. Before Ice Nine Online, Matt held director-level marketing roles. His extensive expertise is also shared through his experience teaching digital marketing strategy and tactics at the Tribeca School’s Digital Professional Institute. Additionally, Matt is the author of "Digital Marketers Sound Off," which has ranked as the #1 book in the Web Marketing category on Amazon. Matt received formal training in digital marketing and communications at the prestigious University of Chicago.

Google’s num=100 Removal in September 2025: Why Your Search Console Impressions Dropped (and Rankings Look Better)