Keyword Counts Dropped After Google’s num=100 Change

In September 2025, Google stopped supporting the &num=100 parameter. This small change has had a big impact on SEO tools and reports.

Many websites saw sudden drops in impressions, keyword counts, and visibility. For SEOs with a couple of years of experience, it’s important to understand what changed and why the data looks different.

What Was num=100?

The &num=100 parameter was a way to change how many results Google showed per page. Normally, Google shows 10 results on a search results page. Adding &num=100 to the URL forced Google to show 100 results at once.

SEO tools and scrapers used this trick to collect more ranking data in fewer requests. It inflated the number of keywords and impressions that appeared in reports.

What Changed in September 2025

Google has disabled &num=100. Now only the standard 10 results per page are available. Because of this:

• Rank trackers collect fewer results.

• Google Search Console (GSC) shows fewer impressions.

• Keyword counts in tools like Ahrefs and Semrush dropped across almost all sites.

The Numbers Behind the Drop

A study of 319 sites showed:

• 87.7% lost impressions in GSC

• 77.6% lost unique keywords

• Short and mid-tail keywords were most affected

• Average position improved because irrelevant impressions from deeper pages (page 3 and beyond) are no longer counted

Why Reports Look Weaker

The change does not mean websites are suddenly ranking worse. Instead:

• Old data included impressions from bots and tools, not real users.

• The drop is mostly in data collection, not in real rankings.

• Reports now look weaker, but they reflect a more accurate picture of search performance.

How to Check If It’s Data or a Real Problem

To confirm that your site is not penalized:

1. Check clicks in GSC → If clicks are steady, it’s only a reporting change.

2. Check GA4 traffic → If organic sessions are stable, rankings are fine.

3. Check important keyword positions → If core keywords hold their spots, there’s no penalty.

If only impressions and keyword counts dropped, the cause is num=100, not a penalty.

What SEOs Should Do Next

• Set a new baseline: Compare data after September 2025 only with future data, not with older inflated numbers.

• Focus on real metrics: Use clicks, traffic, and conversions as the main SEO KPIs.

• Explain to clients: Tell them this is a data change, not a ranking drop.

• Monitor top keywords manually: Keep track of positions 11–20 to find quick improvement opportunities.

• Watch for tool updates: Ahrefs, Semrush, and others are working on fixes.

Conclusion

Google’s removal of &num=100 makes SEO data look smaller, but it also makes it more accurate. Reports will now show fewer keywords and impressions, but this does not mean your site is performing worse. The focus should stay on clicks, traffic, and conversions — the metrics that reflect real user behavior.

Common Questions on Google’s num=100 Update

1. Did my site lose rankings because of the num=100 change?

No. Most sites did not lose rankings. The drop you see in impressions and keywords is because Google removed inflated data, not because your site was penalized.

2. Why do tools like Ahrefs and Semrush show fewer keywords now?

These tools used the &num=100 parameter to collect ranking data. With it removed, they now see fewer results per query, which makes keyword counts smaller.

3. Should I worry if impressions in Google Search Console dropped?

Not necessarily. Impressions may look lower, but if clicks and traffic are stable, your real performance has not changed.

4. How can I confirm if my site is safe?

Check three things:

• Clicks in Google Search Console

• Organic traffic in GA4

• Positions for your top keywords
  If these are steady, the drop is only a reporting issue.

5. Will SEO tools fix this problem?

Yes. Tools like Ahrefs, Semrush, and AccuRanker are already adjusting their systems. Data will become more stable over time.

6. What should I focus on now?

Focus on metrics that matter: clicks, traffic, conversions, and revenue. Don’t rely too heavily on keyword counts or impressions.

7. Could this change be reversed?

Google hasn’t said if this is permanent, but most signs suggest it is here to stay. It’s safer to treat this as the new normal.