Recently, Google has been testing dropping support for the “&num=100” parameter which allows users (and tools) to set search results pages to return 100 items. The change is not universal—sometimes the parameter still works, other times it doesn’t. This inconsistency is causing ripples especially among SEO tools and rank trackers.
For business owners, marketers, and SEO experts, this shift isn’t trivial. It signals how Google is continuing to refine result display and user experience. If you rely on certain parameters for rank tracking or collecting competitive intel, you’ll need to adjust. More importantly, this is another reminder that SEO environments are fluid—you need strategies built for adaptability, authority, and AI readiness.
Why This Update Matters?
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Tool & Tracking Disruption
Many tools that monitor rankings use the “num=100” parameter to fetch large result sets. If that lives or dies unpredictably, your data may be inconsistent. Rank trackers may show different SERP compositions than actual user SERPs. -
User Experience & SERP Layout
Users might now see fewer results per page by default, which could shift how people interact with search results. This impacts click-through rates, dwell time, and how pages compete for visibility (especially those usually ranking higher up). -
SEO & LLM/AI Visibility
With Google pushing more toward AI-overview features (snippets, summarizations, etc.), and LLM‐powered systems summarizing content, the exact placement and presence in SERPs is less stable. What matters more is being one of the trusted sources that AI/LLMs draw from—not just how many pages you rank down in paginated results.
Google’s changes are a reminder that SEO is always evolving. Don’t let algorithm updates hurt your visibility. Partner with Social Trendzz to future-proof your rankings. Book a free SEO consultation today
How to Adapt: SEO Best Practices in Light of the Change
Here are actionable steps to ensure your site stays visible, trusted, and properly measured.
1. Prioritize Top Rankings & “Quick Wins”
Since pagination may show fewer results per page if Google drops “100 results,” being in the top 10 or top 20 becomes more important. Focus on content that can get into the first page fast:
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Optimize existing pages that are close to page 1 (positions 11–20).
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Use internal linking to push authority to those pages.
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Clean up on-page elements: meta titles, headings, schema, mobile-friendliness.
2. Monitor Your SERPs Like a Human
Automated tools are great—but when parameters change, human checks become essential.
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Periodically search for your main keywords manually in incognito/private mode, logged-out state, different locations.
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Compare what tools show vs. what real users see.
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Track fluctuations, especially for core keywords.
3. Build Authority & EEAT Signals
In a SERP landscape that’s becoming less predictable, authority wins. The signals that matter:
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Expertise → Create content authored by experts.
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Experience → Case studies, testimonials, real results.
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Authoritativeness → Brand mentions, citations, coverage in high-authority publications.
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Trustworthiness → Secure site (HTTPS), accurate content, clear about/contact/privacy.
These make your site more likely to be picked as a source by AI/LLMs and more resilient in SERP changes.
4. Structure Content for AI & LLM Readiness
Since AI summarization and “featured answer” boxes are growing, structure your content accordingly:
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Use PAA-style headings (People Also Ask) to address common questions.
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Use short paragraphs, bullet lists, bolded phrases for emphasis.
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Include FAQ sections.
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Ensure content is fact-rich, with sources or data when possible.
5. Adjust Rank Tracking & Tool Settings
Because of this test:
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Reevaluate rank tracking tools’ reliance on “num=100” parameter.
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Use tools that support location-based tracking and multiple result depths.
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Be ready to accept some variability in what rank tracking shows vs user SERP.
| Area | Likely Effect | What to Watch Out For |
|---|---|---|
| Keyword tracking | More volatile rankings for lower-positioned pages | Frequent drops/returns in rankings as Google alternates behavior |
| CTR & Snippet Positioning | Emphasis on getting in snippet / top 3 positions | Optimize featured snippet opportunities & strong meta descriptions |
| Content visibility | Deep content may not get browsed if users see fewer results per page | Ensure important content is near top; use internal linking and summaries |
| AI/LLM sourcing | More reliance on trusted, authoritative content | Prioritize EEAT, sources, schema, and content clarity |
Suggested Read: How the August 2025 Google Spam Update Is Impacting Global Search Rankings?
How Social Trendzz Can Help You Navigate This Change?
At Social Trendzz, we believe that staying ahead in SEO means anticipating change—and building strategies that are resilient. When Google tests removal of parameters or adjusts how results display, reactive strategies leave you behind. Here’s what we bring to the table:
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SERP Monitoring & Competitive Audits: We track your keywords across different settings (with/without parameters), multiple locations, incognito/private mode, so you always know how your site is showing up.
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Featured Snippet & AI Answer Strategy: We build content specifically designed for “People Also Ask”, schema, FAQ sections, and snippet positioning to get you picked by both human users and AI/LLMs.
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EEAT-Driven Content Development: We ensure your content demonstrates expertise, includes real data, source citations, case studies, branded authority, so that AI and search engines both trust you.
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Technical SEO & Speed Optimization: We audit your site for mobile performance, eliminate bottlenecks, ensure secure setup, proper metadata, structured data—all to improve rankings and user experience.
If you want your site to not only survive Google’s changes but thrive—where AI overviews, LLM summarizations, and top SERP placements see you as a go-to resource—reach out to Social Trendzz. Let’s build an SEO roadmap that future-proofs your traffic and visibility.
Conclusion
Google’s experiment with dropping support for 100 search results per page is a reminder that SEO isn’t static. It affects tracking, content strategy, visibility, and how users interact with your pages.
To succeed, you must:
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Prioritize top positions
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Strengthen authority and trust
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Structure content for clarity and snippet potential
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Monitor how your site appears, not just what tools report
The landscape is shifting; those who adapt intelligently will be the ones who lead. If you’re ready, Social Trendzz is here to partner with you in navigating these changes and ensuring your SEO stays effective, compliant, and growth-oriented.
FAQs on Google Updates
1. What does the &num=100 parameter do in Google Search?
It allows users or tools to display 100 results per page in a Google search. When this parameter works, you can view more SERP entries by scrolling rather than clicking through multiple pages.
2. Why is Google dropping or testing removal of the 100 results parameter?
Google is always refining UX. Dropping this parameter may simplify SERP layout, reduce load times, or align with behavior where users seldom scroll far. It may also reduce scraping or automated misuse.
3. How will this affect rank tracking tools?
Tools that depend on &num=100 may get inconsistent data. Rankings for some keywords may appear to dip or vary more than before. It will be important to combine tool data with manual checks.
4. Should I adjust my content strategy because of this change?
Yes. You’ll want to double down on content that’s close to high rankings, reinforce EEAT signals, and optimize for featured snippets or AI summaries. Getting in the top few positions will matter more.
5. How can I ensure my site remains visible in Google SERPs and AI overviews?
Focus on producing clear, authoritative content; use proper schema; answer commonly asked questions; optimize site speed and mobile usability; build backlinks and brand mentions.
