Google’s decision to remove the num=100 parameter has caused some confusion among SEO agencies. Let’s take a detailed look at this change, its implications for your shopping center, and some tips to adapt your approach.

What Does the Removal of the num=100 Parameter Mean?

Until recently, the num=100 parameter made it possible to force the display of 100 results per page in Google’s search results.

This practice was widely used by SEO tools (including Search Console) to collect more comprehensive data on the ranking of your websites. However, Google has decided to remove this parameter.

This means that it is no longer possible to control the number of results displayed per page. Google has reverted to its default configuration, generally showing a much smaller number of results per page (often 10), or using an infinite scroll system with smaller batches of results loading progressively.

The direct consequence is a significant change in how Google impressions are counted across all SEO tools.

Consequences of Removing the num=100 Parameter

1. Decrease in impressions: You’ll see fewer impressions reported in Google Search Console, as fewer results are visible per page.
2. Change in average position: The average position of your center’s website may appear artificially improved, because very low positions (beyond the first page) are no longer counted.
3. Increase in SEO tool costs: Tools will need to perform more queries to obtain the same volume of data that was previously accessible with num=100.

How to React to This Removal ? 

To respond effectively to the removal of the num=100 parameter, it is important to:

Take a long-term view and focus on overall trends rather than being influenced by short-term fluctuations. Communicate transparently with your teams and management to avoid any misinterpretation: a drop in impressions or an improvement in average position are purely technical effects and not real changes in ranking. Adapt your tools and focus monitoring efforts on the strategic keywords that generate qualified traffic. Our software facilitates this work by allowing you to select and track these priority keywords to gain a clear and relevant understanding of your SEO performance.

1. Focus on the Long-Term Vision

It is essential to analyze Google Search Console data carefully. Focus on overall data and long-term trends rather than short-term variations caused by this change.

Avoid comparing current statistics with past data.

And above all, remember that your site’s actual ranking is not affected by the removal of the num=100 parameter.

2. Track Strategic Keywords Rather Than Average Position

The average position can give the illusion of progress… but on irrelevant keywords. Focus instead on your strategic keywords, those that generate qualified traffic.

Example: it is far more useful to track “bike shop Vernon” than to immediately try to compete with national e-commerce sites.

3. Communicate This Change to Your Teams and Management

Explain what the removal of the num=100 parameter means to avoid misinterpretation. A drop in impressions or an improvement in average position is neither good nor bad news: it is simply a mechanical effect of the change introduced by Google.

Internal transparency is essential to reassure your teams and management, and to put the numbers back into their real context.

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The removal of the num=100 parameter illustrates Google’s constant evolution and the need to adapt your analytical methods. Rather than focusing on misleading metrics, refocus your efforts on what truly creates value: traffic quality, conversions, and the sustainable growth of your visibility.

Stay the course : your rankings remain stable, only your methods of analysis are changing.