What Google’s Removal of &num=100 Means for SEO Tools and Strategies

The Game-Changer for SEO Tools: Google’s Removal of &num=100

In an unexpected move, Google has removed the &num=100 parameter, a long-standing tool for SEO practitioners seeking deeper insights into search results. This change, rolled out in mid-September 2025, has sent ripples through the SEO community, impacting how we collect and analyze ranking data.

What This Shift Means for SEO Data

Traditionally, the &num=100 parameter allowed tools like Moz Pro and others to fetch up to 100 search results per query, facilitating a comprehensive analysis of rankings. With its removal, SEO tools are now required to submit multiple requests to obtain the same amount of data, often multiplying costs and complicating data retrieval processes. This new reality means the operational costs for these tools are expected to spike, which could lead to price hikes for users—particularly affecting small-to-medium-sized businesses (SMBs).

The Direct Impact on Businesses

For many businesses, particularly SMBs, this change poses both financial and strategic challenges. Increased costs of SEO tools could force some users to downgrade their plans or seek cheaper alternatives, potentially sacrificing the depth of insights vital for effective decision-making. Furthermore, the disruptions in data accuracy—particularly in Google Search Console—could lead to misinterpretations and misguided marketing strategies, as the impression counts are adjusted to reflect more accurate human activity rather than inflated bot traffic.

Evaluating Future Strategies

As we adapt to these changes, businesses must prioritize understanding their SEO metrics and recalibrating their strategies. With a decreased emphasis on lower-ranking positions, there’s a risk that companies may overlook valuable long-tail keywords that can significantly impact their traffic and conversions. Now more than ever, focusing on a holistic SEO strategy that embraces the new realities while still leveraging effective tools and analytics is crucial for navigating this evolving landscape.

What Lies Ahead in SEO

Looking forward, SEO professionals must remain vigilant, ready to adapt to ongoing shifts in tools and methodologies. While the immediate effects of the &num=100 removal may seem daunting, they can offer opportunities to refine our approaches and ensure that our strategies remain robust and data-driven. This is a pivotal moment to leverage forecasting and insightful planning, positioning businesses favorably in the competitive SEO arena.