Google removes widely used search results feature

Luke Meredith

In a shake-up that’s ruffling the feathers of the SEO (search engine optimisation) community, Google has officially removed support for the “num=100” URL parameter, which allowed users and tools to view 100 search results per page.

The alteration, as confirmed by Google, is not a bug but a deliberate shift in how search results are returned.

For years, SEOs utilised this parameter to pull full SERPs (search engine results pages) in batches. It was a clever hack that was never given official blessing, but many people did it. Rank tracking software like Semrush, Ahrefs and Moz utilised it to harvest bulk data in a cost-effective manner. Now, without it, they must make 10 individual requests to get the same amount of data, which is more costly and makes reporting slower.

The impact is already being seen. One study recently reported that 77% of sites lost keyword visibility and nearly 88% had impression drops in Google Search Console after the update. It is thought by most that this is because crawlers used to bulk up impression numbers by loading 100-result pages – and now that the crawlers are gone, the data looks more realistic.

Google has made no comment on why it made the switch. Some think it’s to stop scraping or keep search data from being accessed by AI (artificial intelligence) tools. Others think it’s merely an attempt at sanitising Search Console metrics and getting them right.

For SEO professionals, this translates to reacting in a sprint. Software is already patching, but the era of scraping SERPs for gratis with one shot might be at an end. It’s a reminder that Google’s search environment never remains static and staying ahead means being agile.

Staying up-to-date with the latest developments in SEO is a key priority for our team, so that we can maintain a high quality of service for our clients. Reach out to Engage Web today to learn more about our services.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.