Google SERP Data Collection updates are stirring the SEO world as Google removes a key feature in September 2025. The ability to view 100 search results per page using the “&num=100” URL parameter is no longer available. This change impacts rank tracking tools and SEO strategies, forcing marketers to adapt. The shift, combined with reported fluctuations in Google Search Console data, signals a new era for search analytics.
Impact Of Google SERP Data Collection On SEO Tools and Strategies
Google’s removal of the 100-results-per-page option affects tools like Semrush, which relied on this parameter to collect organic search data efficiently. Now, gathering the top 100 results requires 10 separate requests, increasing resource demands. SEOs, including expert Brodie Clark, also report issues in Search Console, such as drops in desktop impressions and spikes in average position metrics.
Here are the key details of the update:
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- Removed Feature: “&num=100” parameter no longer displays 100 search results per page
- Impact on Tools: Rank trackers need multiple requests to collect top 100 results
- Search Console Issues: Reports show unusual shifts in desktop impressions and average positions
- Data Reliability:
- Top 10 results remain accurate and critical for traffic
- Top 20 results offer insights for growth opportunities
- Beyond Top 20, data may fluctuate but helps diagnose issues like keyword cannibalization
Despite the changes, actionable data remains accessible. The top 10 results, where most traffic flows, are still reliable. Positions 11–20 provide strategic growth insights, while rankings beyond 20 help spot trends or issues, though they may be less stable during this transition. SEOs should focus on high-impact data while adjusting to the new process.
This Google SERP Data Collection shift highlights the need for flexibility in SEO strategies. As tools adapt to increased request demands, marketers must prioritize core metrics. Stay updated on Google’s evolving search landscape to maintain strong rankings in 2025.
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