Google’s decision to remove the num=100 parameter has caused widespread shifts in impressions, rankings, and keyword visibility, according to new data.
The change, which eliminated the ability to display 100 results per page in Google Search, is shaking up how SEO performance is measured. A fresh analysis from Tyler Gargula, director of technical SEO at LOCOMOTIVE Agency, reveals that 87.7% of websites saw declines in impressions within Google Search Console after the update.
Impact by the Numbers
Impressions: 87.7% of sites reported drops.
Unique queries: 77.6% of websites lost ranking keywords.
Keyword length: Short-tail and mid-tail keywords took the hardest hit.
Rank positions: Queries now appear more concentrated in the top 3 and on page 1, while far fewer show up beyond page 3. This suggests rankings are reflecting actual positions more accurately, without distortion from the
num=100parameter.
Why This Matters for SEO Reporting
The disappearance of &num=100 is altering how performance data looks inside Search Console. Reports now display fewer impressions and keyword counts, which can give the appearance of decline even if rankings themselves remain steady.
Here’s the kicker: some of that “lost” data may not have been real in the first place. Scrapers tied to the 100-results-per-page parameter had been inflating impressions, which means metrics could have been artificially padded for years. What we’re seeing now may actually be a truer representation of search performance.
The Bigger Picture: Drops, Distortions, and Data Accuracy
Many websites are noticing a steep fall in desktop impressions. As a result, average position metrics have spiked upward — not because sites are suddenly ranking higher, but because fewer “ghost impressions” are being counted.
Industry tools and voices are chiming in:
Platforms like Semrush and Accuranker have confirmed data disruptions and are working to smooth out reporting.
SEOs such as Brodie Clark have flagged dramatic impression drops alongside inflated average positions, reinforcing the idea that
num=100may have distorted Search Console metrics for a long time.
What’s Next for SEOs?
Google hasn’t confirmed whether this update is intentional or temporary. But Gargula’s dataset suggests the fallout is broad and deeper than expected.
For now, SEOs may want to:
Track shifts in average position with caution.
Compare historical data carefully, since pre-change impressions may not line up with current ones.
Monitor third-party rank trackers to validate visibility outside of Search Console.
The bottom line: while reports may look weaker, the data you’re seeing now is probably closer to reality than it’s been in years.
