Google’s Quiet Change That’s Shaking Up SEO

If your Search Console suddenly looks like it went on a diet, you’re not imagining things. Google quietly flipped a switch that’s changing how everyone from marketers to AI tools see the web. Let’s unpack what happened, why it matters, and what to do next before you spiral into panic mode.

What Actually Happened 

In September 2025, Google quietly pulled the plug on a behind-the-scenes trick known as num=100, the search parameter code that lets you view 100 results per page instead of the usual 10. That one change might not sound major, but it’s caused a ripple across SEO land. Most rank trackers, keyword tools, and SEO platforms relied on that 100-result view to quickly scan deep into search results, what is called the “long tail.” Now, they have to load page after page to get the same data. It’s slower, more expensive and shakes up how visibility gets tracked, so if your impressions dropped or a few keywords “vanished,” take a deep breath. You didn’t fall off a cliff, Google just changed the way it measures what’s seen. This isn’t a penalty. It’s more like Google closing a loophole that bots and scrapers loved a little too much. Your tools are now pulling cleaner, more realistic data, even if it looks smaller on paper.

Why It Feels Bigger Than It Is

1. Fewer Bot Impressions
   A lot of those “impressions” were never real users. They came from bots scraping search results. Now that the loophole’s closed, those fake impressions are gone.

2. “Better” Average Position Numbers
   Your average position might look stronger, but don’t pop the champagne just yet. You just lost the lower-ranked data that used to drag your averages down.

3. Keyword Gaps
   Some tracked keywords might disappear. That doesn’t mean you’re not ranking anymore, they’re just being counted differently.

4. SEO Tools Scrambling
   Many platforms built their systems around this parameter. Some have already adjusted their code, others are still catching up. Expect a few weird reports while everyone recalibrates.

5. Cleaner Data
   This is the silver lining. Your reports are now more reflective of what real users actually see.

What You Should Do About It

1. Mark This as a Reset Point
   Treat mid-September as your “data reboot.” Don’t compare numbers from before this change, it’s apples to oranges now.

2. Explain It to Your Team or Clients
   If someone panics over a dip in impressions, show them this blog. This isn’t a sign of failure, just a reporting shift.

3. Focus on the Right Metrics
   Clicks, conversions, and engagement will tell you more about your actual success than impressions ever could.

4. Reassess Your Keyword Strategy
   If you’ve been chasing “page two” terms, now’s the time to double down on the ones that can realistically hit page one.

5. Audit Your Tools
   Ask your SEO or analytics platforms how they’re adapting to this update. Some might already have solutions, others might not.

6. Optimize Harder for Page One
   If your goal wasn’t already to hit the top ten, it should be now. That’s where real visibility lives.

7. Watch Behavior Metrics
   Look at dwell time, bounce rate, and on-page activity. Those numbers tell you what’s connecting with people, not just what’s indexed.

A Reality Check

This isn’t a punishment, it’s a reset. Yes, your numbers might look smaller, but they’re also more real. Google basically cleaned up how everyone measures visibility. It’s a little messy in the short term, but long term, it means more accurate insights.

Don’t let this change make you question your strategy. Keep building meaningful content, connecting with your audience, and answering real questions, the kind algorithms can’t fake. If your charts dip a little too dramatically and you need someone to help, you know where to find us. Connect with us here!