If you’ve recently noticed a sudden dip in impressions, keyword visibility, or ranking data in your Google Search Console reports, you’re not alone. A significant change in how Google Search operates is reshaping the way SEO professionals measure website performance—especially for websites that appeared to rank well on deeper pages of search results.

What Changed: The Removal of num=100

Google has quietly removed support for the num=100 parameter, which allowed search results to display up to 100 results per page. Many rank trackers and browser-based SEO tools relied on this setting to scrape data from pages beyond the top 10 results.

As a result of this update, websites that previously received large volumes of impressions from long-tail or lower-ranking keywords (pages 3–10 and beyond) are now seeing a noticeable drop in keyword visibility and impressions in Google Search Console.

Key Stats You Should Know

• 87% of websites recently analyzed saw a decrease in total impressions.
• 77% of websites lost unique keyword terms showing up in reports.
• Short- and mid-tail keywords were affected the most.
• Rankings now appear more accurate and consolidated, especially in the top 3 positions and on page 1.

Why This Matters for Business Owners

At first glance, it might seem like your SEO efforts are no longer working. But in most cases, this update doesn’t mean your website has lost real visibility. Instead, the data you now see is likely more accurate and less influenced by automated scraping tools or inflated metrics that previously gave a false sense of reach.

For businesses that rely on Google Search Console to gauge SEO performance, this update may make reports look weaker—even when your rankings remain steady or improve. That’s because Google is now filtering out the noise caused by tools and scrapers that relied on the num=100 parameter to simulate deeper search activity.

What’s Really Happening With Your SEO Metrics?

Here’s what you might be seeing in your reports—and what it really means:

1. Fewer Keyword Queries Showing Up

Many websites are now reporting fewer keyword terms in their search analytics. This is because keywords that previously ranked on page 3 or deeper are no longer being tracked at the same volume. These keywords rarely brought in traffic anyway, so losing them from reports doesn’t mean a loss in performance.

2. Sharp Drop in Impressions

Impressions are decreasing, especially for desktop results, because Google is no longer surfacing inflated data from deep pages. While this may appear alarming, it’s actually a sign that your data is becoming more representative of actual user behavior.

3. Average Position Suddenly Increased

Your average ranking position might appear to jump higher, but this is mostly due to fewer lower-ranking keywords being counted. The new data set focuses more on where you actually rank and where users are more likely to click.

4. More Focus on Page 1 and Top 3 Results

Google’s new measurement logic favors the most relevant and high-ranking pages. If your website ranks in the top 3 or on page 1 for priority keywords, these positions are now more prominently represented in your data.

So, What Should You Do Now?

Focus on What Matters Most:

• Prioritize keywords with real traffic potential, not just ones that used to show up on page 5.
• Strengthen your local SEO efforts to dominate your service area, especially for map listings and mobile search.
• Invest in content quality and internal linking to push core pages into the top positions.
• Track real conversions, not just impressions. A lower impression count doesn’t mean lower performance if your calls, form submissions, or bookings stay consistent or rise.

How This Impacts Local Businesses

For small and medium businesses, this update highlights the importance of visibility where it counts—the top positions on page 1. It’s no longer enough to “rank somewhere in the results.” With this shift, your SEO strategy must focus on:

• Earning quality backlinks to improve authority.
• Optimizing for local intent with location-specific content.
• Using clear, conversion-driven website messaging.
• Getting listed accurately on Google Business Profile and relevant directories.

The Bottom Line: Don’t Panic, Pivot

The loss of the num=100 parameter might feel like a setback, but it’s really an opportunity to focus on better data and smarter strategy. Your reports may look different, but the truth is: this change brings us closer to understanding what your customers are actually seeing when they search.

With AI, mobile-first indexing, and localized search reshaping the digital landscape, it’s critical to work with an SEO team that understands how to adapt and win—no matter what updates roll out.

Need Help Navigating These Changes?

At Next Level Marketing Agency, we specialize in helping Central Florida businesses cut through the noise and focus on SEO strategies that bring real results. From local SEO to AI-driven optimization, we ensure your business stays visible where it matters most.

Let’s talk about your next level.

Book a free strategy session today and let’s turn these changes into growth.