Have you noticed a drop in the amount of traffic your website has received over the past couple of weeks? Rest assured, you’re not alone.
Google’s recent decision to remove the results-per-page parameter has led to significant changes in the way that search rankings are being presented and reported.
Also referred to as the ‘&num=100 results parameter’, this was a long-used shortcut that allowed searchers to force 100 search results to appear on a single page instead of the default 10.
This change, although it appears subtle, has had a noticeable impact on reporting and traffic data across the internet.
What’s changed and why?
On Google search, there used to be a trick where you could add ‘&num=100’ at the end of the search URL.
Essentially, this communicated to Google that the searcher wanted 100 results all at once, rather than 10 results per page.
Often faster for research purposes and scraping data, SEO professionals have long relied on this function, but SEO experts noticed in early September that it had stopped working consistently.
Some searches still returned 100 results, others reverted to 10, suggesting that Google was either conducting an experiment or rolling out a new rule.
Now it’s ceased working altogether.
After much speculation, Google has explained its position.
“The use of this URL parameter is not something we formally support,” a spokesperson told Search Engine Land last month.
In other words, while the world’s most popular search engine unofficially supported this parameter for years, it never endorsed it as a feature, and its removal aligns with a broader effort to streamline how search results are delivered
What’s the impact?
While it may seem like a minor change, many SEO professionals noticed sharp declines in Google Search Console desktop impressions from September 10th.
However, this doesn’t necessarily mean online visibility has decreased. Instead, the way that impressions are counted has changed.
With fewer results shown per query, average position metrics can shift, sometimes making rankings look weaker than before and causing website owners to worry, often unnecessarily.
By limiting artificial inflation from scraping tools and bots, Google Search Console data is becoming more reflective of real user behaviour.
At Aqueous Digital, our technical team has observed this trend across multiple client accounts.
While the sudden drop in numbers can feel alarming, it’s largely a reporting adjustment rather than an actual loss of true online visibility.
Following the removal of this parameter by Google, you can see the impact on search impressions and average keyword position in the graph below:
What to do moving forward
It seems that Google has no plans to reinstate the parameter any time soon, so it’s likely that you won’t be able to use it from now on.
However, it’s not all bad news.
With the removal of inflated data from scrapers, Search Console data is seemingly more accurate, reflecting real human data.
As a result, Aqueous has issued a clear statement to our customers:
“Please note, you may notice fewer impressions in your latest report. This is due to a recent update by Google which removed the ‘num= parameter’ and inflated data from scrapers.
“While some impressions and keyword rankings may appear lower, this does not mean your site’s visibility has dropped. Instead, this update provides a more accurate picture of real search performance.”
Crucially, it’s important not to panic over sudden impression drops. Instead, focus on the engagement metrics (such as clicks and conversions) to more accurately determine success and real-world impact.
Supported by more accurate Search Console data and a greater focus on visibility rather than just volume, website owners and SEO techs can increase rankings for queries that drive qualified traffic, and not just raw impressions.
How we can help
As SEO professionals, we know that the industry is constantly evolving and the quiet removal of the ‘&num=100 parameter’ is just another reminder that Google plays a prominent role in shaping the data we see.
At Aqueous Digital, we continue to monitor these changes closely and adapt our approach where necessary, ensuring our clients stay ahead of the curve and understand the context behind any significant shift in metrics.
For help understanding your website’s metrics or driving greater online visibility, please don’t hesitate to speak to the SEO specialists at Aqueous Digital today.
Simply fill out our online contact form, our reach out via:
Phone: 0800 285 1424
Email: hello@aqueous-digital.co.uk
