Google’s removal of the num=100 parameter is massively reshaping SEO data: 87.7% of sites lost impressions in Google Search Console, according to a new analysis of 319 properties by SEO Tyler Gargula, director of technical SEO at LOCOMOTIVE Agency.
By the numbers.
- Impressions: 87.7% of sites declined.
- Query count: 77.6% of sites lost unique ranking terms.
- Keyword length: Short-tail and mid-tail keywords took the biggest hit.
- Rank positions: Fewer queries now show on page 3+, while more surface in the top 3 and on page 1 – suggesting rankings now reflect actual positions, without distortion from
num=100.
Why we care. The removal of &num=100 is reshaping how performance is measured, with fewer impressions and keywords making reports look weaker even if rankings hold steady. However, it’s possible some of the Google Search Console data wasn’t real, because scrapers using the 100 page parameter feature were causing an influx of impressions, so now the data is more accurate.
Zoom out. Many websites have seen a decline in desktop impressions, resulting in a sharp increase in average position since late last week.
- Platforms, including Semrush and Accuranker, have acknowledged disruptions and are working on fixes.
- SEOs, including Brodie Clark, have flagged sharp impression drops and inflated average positions. Clark suggested scrapers tied to
num=100may have distorted Google Search Console metrics for years.
What’s next? Google hasn’t said whether the change is permanent or accidental. But Gargula’s dataset suggests the fallout is widespread – and more significant than some anticipated.
The post. Tyler Gargula shared the data on LinkedIn.
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