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September 15.2025

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How Google's Parameter Change Affects SEO Strategies in 2025

Surreal depiction of business person on broken arrow, Google algorithm updates concept.

Google's Recent Parameter Change: What You Need to Know

On September 10, Google started rolling out a significant change affecting the URL parameter &num=100, which has been widely used by SEO professionals to retrieve 100 search results at once. Reports from various SEO trackers indicate that users have experienced disruptions with this parameter, raising questions about the impact on rank tracking and desktop impressions.

The Implications of Google's Parameter Modification

The removal or potential testing of the &num=100 parameter means that SEO professionals may now need to make ten separate requests to access the same number of results. This fundamental shift introduces new complexities and costs for SEO tools relying on capturing large quantities of search results quickly. Practitioners are reporting spikes in average ranking while simultaneously observing steep declines in desktop impressions, leading many to suspect that previous spikes had been artificially inflated by bots accessing the parameter.

Understanding the Community's Reaction

The SEO community has reacted promptly to this announcement, with many analysts documenting their findings on social media platforms and forums. Notably, Clark shared how these changes have resulted in considerable data gaps across various platforms that track search engine results. The community is urging for clarity from Google, as the absence of an official statement from the tech giant leaves room for uncertainty.

Connecting the Dots: Ads, AI, and Impressions

One of the emerging theories suggests that the spike in desktop impressions associated with AI tools and bots is likely linked to the workings of the &num=100 parameter. As SEO tools expanded their reach with automation, earlier desktop impression counts may have been inflated by automated requests, significantly skewing data over time.

Future Trends: What Does This Mean for SEO Strategies?

This unexpected change raises important questions about the future of SEO practices and the reliance on automated ranking tools. As search engine optimization becomes even more crucial for businesses, adapting to these new parameters will be essential for achieving impactful results. SEO experts are now challenged to rethink their strategies and develop innovative solutions to work around this disruption.

Taking Action: The Path Forward for SEO Professionals

As the industry adjusts to this modification, professionals are encouraged to experiment with different URLs and parameters while monitoring their analytics closely. Following this change, understanding how to navigate the evolving SERP landscape will define successful SEO strategies moving forward.

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