In SEO, we’re accustomed to major algorithm updates and dramatic shifts in the search landscape. However, sometimes the most impactful changes are the subtle, technical ones that fly under the radar. Recently, Google made one such change: it officially deprecated a long-standing URL parameter that has been a quiet workhorse for SEO professionals for years.
The parameter in question is the num= command, which allowed users and, more importantly, SEO tools to specify the number of results to display on a single search engine results page (SERP). While it may seem like a minor technical detail, this modification has significant implications for rank tracking, SERP analysis, and the software that powers the SEO industry.
This guide will explain exactly what the num= search results parameter was, what has changed, and what it means for you and your tools.
What Was the ‘num=’ Search Results Parameter?
For years, you could modify a Google search URL by adding the &num=100 parameter to it. This would command Google to display 100 search results on a single page instead of the standard 10.
For the average user, this was a little-known trick. For SEO professionals, however, it was a critical function for efficient analysis. It allowed us to:
- Analyze the Top 100 Results Quickly: See the entire competitive landscape for a keyword on a single page without tedious clicking.
- Track Rankings Efficiently: Check rankings for a large set of keywords without having to paginate through 10 different pages for each one.
- Power SEO Tools: The
num=100parameter was the backbone of many rank tracking and SERP scraping tools, allowing them to gather vast amounts of data with fewer individual requests to Google.
What Exactly Has Changed?
Google has now effectively disabled the num= parameter.
When you attempt to use it, the search results page simply defaults back to the standard 10 blue links. This is paired with the wider rollout of continuous (or “infinite”) scroll, where more results automatically load as you scroll down the page.
While Google hasn’t issued a formal, detailed explanation, the reasoning is likely twofold:
- To Standardize the User Experience: The continuous scroll is a more modern, mobile-friendly interface. Forcing a standard 10-result display creates a consistent experience for all users across all devices.
- To Curb Large-Scale Scraping: By removing the ability to request 100 results at once, Google makes it more resource-intensive for bots and automated tools to scrape SERP data, which is technically against their terms of service.
The Impact on SEO Professionals and Tools
This change primarily affects the measurement and analysis of SEO performance, not the core strategy.
- SEO Tools Must Adapt: This is the biggest impact. Software that relied on the
num=100parameter to function now has to work 10 times harder. Instead of making one request to get 100 results, their crawlers must now make 10 separate requests for 10 results each. This increases their operating costs and complexity. While major platforms have the resources to adapt, smaller or custom-built tools may break. - Manual SERP Analysis is More Tedious: For SEOs who perform manual competitor or SERP analysis, the task is now more time-consuming. Reviewing the top 100 results requires navigating through 10 pages or a long, continuous scroll, making it harder to get a quick “at-a-glance” overview.
What About the Impact on Google Search Console?
One of the most common questions surrounding this update is whether it will affect the data in Google Search Console. The short and definitive answer is no.
Google Search Console is your direct line to Google’s data. It reports on impressions, clicks, and average position based on Google’s internal logs, long before the results are displayed to a user. An impression is counted when your page is served in a set of results, regardless of whether the user is on the first page of 10 results or has scrolled down to the 30th position in a continuous scroll.
Therefore, the deprecation of the num= parameter has no direct impact on the metrics you see in GSC. If you are noticing increased volatility in your GSC reports (as many webmasters often do), it is almost certainly due to other factors, such as unconfirmed algorithm updates, changes in search behavior, or shifts in the competitive landscape—not this specific technical change.
Is This Change Good or Bad? Our Take
Whether this change is “good” or “bad” really depends on your perspective. It’s a strategic move by Google that has clear winners and losers.
The Argument for ‘Good’
From Google’s point of view, this change is unequivocally good. It standardizes the user experience around the modern continuous scroll, gives them tighter control over how their data is displayed, and significantly raises the operational costs and complexity for anyone trying to scrape their results at scale. For the average user who never knew the parameter existed, the experience simply becomes more consistent with other modern web platforms.
The Argument for ‘Bad’
For the SEO community, the change is a clear negative. It removes a highly efficient method for data collection and analysis, making manual research more cumbersome. For SEO tool companies, it’s a significant engineering and financial challenge that increases their overhead costs, which could eventually be passed on to customers. It’s a move that, while not directly targeting SEOs, certainly makes their jobs more difficult.
Essential Tools in a Post-‘num’ World
The tools we rely on are more important than ever. Their ability to adapt to these changes is what provides their value.
- Comprehensive SEO Suites (Ahrefs, SEMrush, Moz): These are the industry-standard platforms for rank tracking, keyword research, and SERP analysis. Their teams are dedicated to adapting their crawlers to Google’s changes, ensuring the data they provide remains reliable.
- Google Search Console: This is your source of truth. Since it provides data directly from Google about your own site’s performance, it is completely unaffected by this SERP display change. It remains the most accurate way to track your own rankings and click-through rates.
- Custom Scraping Tools (Scrapy, Puppeteer): For advanced users with custom-built tools, this change requires a significant update. Your scripts must now be programmed to handle pagination (clicking “Next Page”) rather than using the simple
num=parameter.
Conclusion: Putting It All Together
The deprecation of the num= search results parameter is a significant technical shift in the SEO landscape. It represents another step by Google to create a more controlled, uniform search experience while making large-scale data scraping more difficult.
For the average business owner, this change will go unnoticed. For SEO professionals, it’s a reminder of how much we rely on our tools and the need to be adaptable. While it introduces new complexities for data collection, it does not change the fundamentals of our work: creating great content, building high-quality links, and ensuring our websites are technically sound.
What Should You Do Now?
- Trust Your Tools (But Verify): The major SEO tool providers are already adapting. Trust them to handle the backend changes, but keep an eye out for any official announcements or data discrepancies.
- Adjust Manual Workflows: If you perform manual SERP analysis, be prepared for a more click-intensive process.
- Focus on What Matters: Don’t get distracted by the technical change. Your time is best spent on the core SEO strategies that actually influence rankings, not just how they are displayed.
Frequently Asked Questions
What was the num=100 parameter in Google search?
It was a URL parameter that could be added to a Google search query to display 100 search results on a single page instead of the default 10. It was primarily used by SEO professionals and automated tools for efficient data gathering.
Will this search results parameter change affect my website’s rankings?
No. This change has no impact on how Google ranks websites. It only affects how the search results are displayed on the page.
Are my SEO tools broken because of this?
It’s unlikely if you are using a major, reputable SEO platform. These companies have teams of engineers who constantly work to adapt to Google’s changes.