Google quietly removed the ability to view 100 search results per page - a small technical change with big consequences. As a result, ranking data from SEO tools and even Google Search Console is currently unreliable or skewed. Don’t panic. While these disruptions are likely temporary, there’s no official timeline or guarantee. Based on industry patterns and platform responses, we expect stability to return soon - and we're monitoring it closely to keep you ahead of the curve. Focus on trends, conversions, and strategic direction - not short-term noise. IMEG is staying ahead of the curve and guiding clients through it with clarity and confidence.
If you're an IMEG client, or considering becoming one, and you've checked your SEO metrics this week only to find confusing or inconsistent data, you're not alone. Here’s what’s happening, why it matters, how it might impact your business, what actions you should take, and how we’re helping our clients navigate it with clarity and confidence.
What Changed
Last week, Google quietly removed the ability to view 100 search results per page using the &num=100 URL parameter, a feature long used by SEOs and rank trackers to efficiently analyze performance across the top 100 search results.
This may seem minor on the surface, but it drastically changes how SEO data is collected and reported by both third-party platforms and Google Search Console.
Why It Matters
The &num=100 parameter allowed SEO tools to pull rankings in bulk. Without it, tracking keyword positions now requires 10x more resources, often leading to:
- Gaps or delays in ranking data
- Skewed performance insights
- Unreliable metrics from tools you depend on
It also appears to be impacting Google Search Console’s own reporting, which many businesses use to assess SEO performance.
The Impact on Your Business
1. Third-party SEO tools are scrambling.
- Platforms like Semrush and Accuranker are seeing increased costs and limitations.
- Results:
- Missing or inconsistent keyword ranking data
- Delays in reporting
- Less visibility into performance beyond page one
2. Google Search Console is producing unusual data.
- Marketers are noticing:
- Significant drops in desktop impressions
- Unexplained increases in average keyword positions
- SEO leaders suspect this is temporary data distortion, not actual performance decline.
What You Should Do
- Stay calm. These issues are affecting everyone, not just your business.
- Avoid hasty conclusions. Don’t make strategy decisions based on volatile short-term data.
- Monitor high-level metrics. Focus on traffic, leads, and conversions rather than daily rank changes.
How IMEG is Navigating This For You
At IMEG, we believe marketing should be simple, precise, and results-driven. Here’s how we’re managing this shift:
- Focusing on first principles. We prioritize what actually drives your business growth, qualified traffic, lead flow, and revenue.
- Tracking big-picture performance. We’re using multiple data points to assess trends and avoid knee-jerk reactions.
- Staying proactive. We're in close contact with our tool providers and industry insiders to adapt fast and give you the clearest picture possible.
The Truth About SEO Data
Data is important, it's how we measure progress, make decisions, and optimize performance. But to be honest, no SEO data is ever perfect. If you dig deep enough into any dataset, even from Google, you’ll find gaps, inconsistencies, or unexplained variances. What matters most is not exact numbers, but whether your data is directionally correct. That’s the real value: trends over time, not individual data points.
Not everything that matters can be measured, and not everything that can be measured matters. Too often, marketers chase precision and overlook what actually drives results, human behavior, intuition, and real-world business impact. The best marketing strategies combine data with judgment. Directionally correct insights, paired with strategic thinking, are far more valuable than obsessing over decimal points in a dashboard.
And here’s the real kicker, business decisions aren't made by algorithms. They're made by people. And people need clarity, not perfection. You don’t need exact numbers to know if you're growing. You need to know if the needle is moving in the right direction. That’s what drives action. That’s what builds momentum. That’s what scales.
Final Thought
Your SEO data might look off right now, but the fundamentals of your strategy haven't changed. This is a temporary disruption, not a failure.
If you're an existing client and want to review your strategy, reach out to your account manager. If you're exploring how IMEG can help you grow smarter through SEO, we’d love to talk.
IMEG | Partners in Business Growth
