Google has changed how some ranking data is collected, limiting how SEO tools access deeper SERP positions. While first-page rankings remain as crucial as ever, tools may now show fewer positions beyond page one due to Google removing a key search parameter. This impacts how businesses track keyword movement, especially for content that isn’t ranking in the top 10 yet.
Key Takeaways:
- Tools may now show fewer keyword rankings past page one - because Google removed the num=100 parameter.
- First-page performance remains critical – the majority of search traffic still comes from page one, so prioritising high-value keywords is more important than ever.
- Tracking beyond page one still matters strategically – understanding which content is “almost ranking” still helps guide optimisation and long-term planning, even if reporting now looks different.
Heads up! Google has recently made a major change to how ranking data can be collected, and it’s something all business owners, marketers, and SEO professionals should be aware of. If you’ve been tracking your SEO performance beyond the first page of Google, you may notice some changes in how tools report this data. Here’s everything you need to know.
What’s Changed?
Google has removed the long-standing num=100 search parameter.
Previously, SEO tools could request up to 100 search results in a single query — meaning they could reliably track positions across the first 10 pages of Google for any keyword.
Now, without this parameter, some ranking tools can no longer gather that deeper data in the same way. This doesn’t mean page-2+ rankings are gone — just that tools may show less data because they can’t access it as consistently.
What this means in practice:
- Some SEO tools may now track fewer rankings beyond page one.
- Ranking reports may look different, especially for long-tail keywords.
- Changes in data do not reflect lost rankings — just the way data is collected.
What This Means for Your Website
Here’s the practical impact of this change:
- Limited visibility in some tools beyond page one: You may see fewer recorded rankings on pages 2, 3, and beyond—not because your site disappeared, but because tools can’t collect as much data as before.
- Google Search Console data may shift: You might notice drops in impressions or keyword totals. This reflects the reporting change, not a decline in performance.
- All major SEO tools are affected: SEMrush, Ahrefs, NytroSEO, Moz – each is adjusting its approach to collecting deeper SERP results.
- Industry-wide impact: SEO strategies that relied heavily on tracking deep long-tail keywords may require adjustments.
Why This Matters
Early statistics since the change (mid-September 2025) show a significant impact:
- 77% of sites lost keyword visibility in ranking tools.
- 87.7% of sites lost impressions in Google Search Console.
These drops don’t mean your rankings fell — they simply reflect that tools and reporting systems are capturing less data than before. This also isn’t a reflection of the quality of your content or performance.
How This Affects Your SEO Strategy
If your site is affected, here’s what you need to know:
1. First-page rankings still matter most
Nothing changes here — most clicks still come from page one.
2. Tracking beyond the first page is still important
Even if tools show fewer positions, knowing which content is close to breaking into the top 10 helps guide:
3. Other search engines haven’t followed suit (yet)
Bing, Yahoo, and others still allow deeper ranking visibility, so multi-engine SEO can still provide insights.
What We’re Doing About It
If we manage your SEO, we’re closely monitoring these changes and helping ensure your strategy remains effective.
- We’ll continue tracking your most important keywords and first-page performance.
- We’ll adjust how we monitor deeper rankings and interpret reporting changes to maintain an accurate picture of performance.
- We’ll adapt your SEO strategy as tools update their systems and as Google continues refining search behaviour.
Find out more about what our SEO service includes.
Bottom Line
Google controls the rules of the game, and staying ahead is essential. While this update changes how page-2+ data is collected, it doesn’t reduce your visibility or rankings — only how they’re reported. Your SEO strategy, performance tracking, and growth opportunities remain strong.
SEO Support in Chichester
If you’ve noticed sudden drops in visibility or want guidance on adapting your SEO approach, our experts are ready to help.
Book a chat or call our Chichester digital marketing agency on 01243 888555 and let’s make sure your site continues to reach the top of Google.
