Google’s Recent Changes and What to Expect for SEO in 2026

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Google Quietly Shakes Up SEO Practices

In mid-September 2025, SEO professionals noticed an unusual occurrence. The long-standing “&num=100” parameter, which allowed users and rank-tracking tools to view 100 results per page in Google, appears to have stopped working. Reports spread quickly across the SEO community as analytics platforms showed errors, missing data, and sudden shifts in impressions. While Google has not issued a public statement, the impact is already clear: one of the most widely used shortcuts for analyzing search results has been disrupted.

For advertisers, this is another indication that Google is tightening its grip on data access as it prepares for an AI-driven future. As we look ahead to 2026, businesses will need to adjust their expectations and strategies for measuring visibility and success in search.

What Changed With the &num=100 Parameter

For years, the &num=100 parameter allowed users to pull 100 results in a single request. That meant faster and more efficient data collection for SEO professionals, rank-tracking tools, and yes, even AI scrapers. But starting around September 10, attempts to force 100 results often failed. In some cases, the parameter worked intermittently, suggesting a gradual rollout or test. By the weekend, many tools could no longer rely on the setting, forcing them to make 10 separate requests for the same amount of data.

Platforms like Keyword Insights confirmed the disruption, noting that their ranking modules were affected. Independent practitioners also observed a shift in Search Console impressions, with desktop traffic metrics dropping sharply. Some analysts suggested that previous impression spikes were inflated by automated tools loading 100-result pages. If true, the new data may offer a more accurate picture of human behavior, but it also introduces uncertainty for reporting consistency.

Ripple Effects Across SEO Tools

The removal of &num=100 is not just an inconvenience; it has ripple effects across the industry. Many rank trackers and analytics platforms built their systems around efficient SERP pulls. Without the shortcut, data collection is slower, more expensive, and more prone to error. For SEO teams that depend on daily rank monitoring, this creates reporting headaches.

Some professionals also connect the change to the broader trend of what many call “The Great Decoupling” — the divergence between impressions and clicks that started when Google’s AI Overviews appeared. If automated 100-result pages were inflating impression counts, then part of the decoupling story may have been methodological, not behavioral. Either way, SEO teams must reevaluate how they interpret performance data.

What the Community Is Saying

SEO experts have been vocal about the change. Analysts, such as Clark, noted significant declines in desktop impressions across multiple accounts starting on September 10, with average position metrics adjusting accordingly. Keyword Insights acknowledged the issue publicly, stating: “Google has killed the n=100 SERP parameter. Instead of one request for 100 SERP results, it now takes 10 requests (10 times the cost). This impacts Keyword Insights’ rankings module. We’re reviewing options and will update the platform soon.”

Other practitioners suggested a broader motive. Ryan Jones argued that aggressive scraping by SEO and AI tools pushed Google to intervene, effectively breaking many rank checkers in the process. Whether this was a targeted move against bots or a larger test of SERP formatting, the effect is the same: Google is limiting easy access to bulk search data.

Considerations for SEO Teams Right Now

So what should businesses and SEO teams do in response? First, examine your own reporting closely. If your Search Console data shows impression declines since September 10, treat that as a new baseline. The old numbers may have been inflated by bot activity. That means current reporting, while lower, could actually be closer to actual user behavior.

Second, check with your rank-tracking provider. Some tools are already updating their methods to account for pagination. Others may need more time to adapt. Consistency is key — do not panic if short-term metrics shift, focus instead on trend stability over the next several weeks.

Finally, use this as a reminder that SEO is not just about tools. As we’ve written in our SEO trends for 2025, the fundamentals of helpful content, strong site architecture, and brand authority still matter more than any single parameter.

Looking Ahead to SEO in 2026

The &num=100 change is not happening in isolation. Google has been steadily moving toward tighter control over SERP data, partly due to AI scrapers and partly due to its own shift toward AI-generated answers. By 2026, we can expect several trends to continue:

  • Less transparency for rank tracking: Bulk SERP pulls will become more challenging, forcing teams to rely more heavily on Google’s official tools, such as Search Console.
  • More AI-driven SERPs: AI Overviews are already affecting impressions and clicks. By 2026, expect these summaries to become more prominent, further reducing traditional organic traffic.
  • Greater focus on brand authority: As AI summaries dominate, businesses that establish themselves as trusted sources will be included more often in generated answers.
  • Content freshness as a ranking factor: AI-driven SERPs will favor updated, timely content. Stale pages will fall out of visibility faster than in the past.

SEO teams that prepare for these changes now will be better positioned to succeed. That means diversifying traffic sources, integrating with other marketing channels such as digital ads and billboards, and focusing on long-term brand authority rather than chasing every algorithm shift.

Final Thoughts

Google’s quiet removal of the &num=100 parameter is a reminder of how quickly the rules can change. While it may seem like a minor technical adjustment, the ripple effects across rank tracking and reporting are real. More importantly, it signals where search is heading: less transparency, more AI-driven results, and a greater emphasis on authority over raw rankings. As we move into 2026, businesses that adapt early, invest in helpful content, and diversify their marketing mix will be best equipped to thrive in an AI-driven search landscape.

https://www.whistlerbillboards.com/marketing/googles-recent-changes-for-seo-in-2026/?feed_id=542&_unique_id=68d3ecbb8a3fe

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