The world of SEO tracking has been rocked this week by Google’s unexpected removal of the &num=100 parameter, which once allowed users and rank tracker tools to view 100 search results on a single page.
This change was first flagged by SEOwner on X, with testing and confirmation by SEO professionals and real-time replication confirming that results now typically show only 10 listings per page, with the 100-results parameter failing or working inconsistently depending on sign-in status and browser setup.
Google has seemingly removed the ability to do &num=100, can anyone confirm?
— SEOwner (@tehseowner) September 11, 2025
If you use the parameter, only 2 pages show. This “2 pages” filter has been tested for a year, but usually if you clicked to page 2 they have the rest the top 100. Now it shows nothing after page 2.
Immediate Challenges for SEO Professionals
For SEO professionals, this creates immediate challenges. Rank tracker tools dependent on bulk scraping are disrupted, many are now forced to run 10 queries for each keyword to fetch the same data that a single fetch provided before.
The impact is felt directly in reporting: only top-10 rankings are reliably visible, with keywords beyond the first page marked “not found.” Costs and resource requirements are rising sharply as a result, a trend confirmed by industry experts at DemandSphere and AccuRanker.
What Is Happening Behind the Scenes?
Google’s move seems part test and part anti-bot effort, with random captchas now appearing and bot detection systems ramping up.
The situation is highly dynamic, with some searchers seeing the old format depending on browser, sign-in status, and even random chance.
Forums and social channels are filled with discussion from both SEOs and tool vendors scrambling to adapt.
Why This Change Matters NOW
For agencies and marketing managers, the immediate benefit is clarity; Top-10 rankings matter most for user intent and click-through rates.
However, those tracking deeper visibility must update clients about both technical limits and the industry-wide nature of these changes. Moving forward, adapting to paginated tracking or integrating Google Search Console data is key.
Rising Costs For Rank Tracking
As highlighted by SEOwner’s tweet, checking 100 keywords via providers like Data For SEO used to cost around $0.20 but could now surge to approximately $2 per keyword set under the new system, a 10x increase in expenses.
Checking 100 keywords on Data For SEO used to cost ~$0.20, now in theory it would cost $2 using &start=
— SEOwner (@tehseowner) September 13, 2025
If this continues, services like ahrefs will likely have no choice but to significantly increase prices. All rank tracking expenses (for everyone) just increased by 10x+.
For comprehensive rank tracking services like Ahrefs or Agency Analytics, these inflated costs will almost certainly be passed on to clients in the form of higher subscription fees or usage charges.
How to Measure SEO Results
The best way to assess SEO success is by focusing on outcomes that matter: organic traffic in Google Analytics, impressions and clicks in Search Console, and business results like sales, leads, or bookings. Tracking trends in these metrics gives a clearer picture of performance than relying on keyword positions alone. Contact us today to see how we can help your business grow with data-driven SEO that focuses on results, not just rankings.
