What was the significance of the “&num=100” parameter?
Historically, the “&num=100” parameter in Google’s search URL enabled users and tools to fetch a large volume of search results—up to 100 results per query. This capability was invaluable for comprehensive keyword rank tracking, competitive analysis, and understanding the visibility of specific keywords across a broader spectrum of results.
How has this change affected search data?
Many SEO practitioners have observed shifts in their analytics:
- Downward Trends in Impressions: Lower impressions reported in Google Search Console (GSC) suggest reduced visibility or altered data collection metrics.
- Improvements in Average Positions: Despite impressions declining, average position metrics may appear artificially improved, potentially due to reduced data points being aggregated or changes in how Google reports SERPs.
Implications for SEO tools and keyword tracking
As Google no longer supports retrieving extensive SERP data via this parameter, SEO tools must adapt their methodologies. The transition raises questions about the accuracy and granularity of keyword position data moving forward.
Potential future tracking strategies include:
- Multiple Sequential Queries: Instead of a single request for 100 results, tools may perform several smaller queries (e.g., 10 or 20 results at a time) to piece together a broader view, which can be more resource-intensive and may introduce variability.
- Refined Data Collection APIs: Leveraging Google’s Search Console API and other official data sources for rankings, which might offer more reliable, albeit less granular, data.
- Crowdsourced and Proxy Methods: Employing user proxies or crowd-sourcing results from different locations, though these come with their own limitations regarding consistency and accuracy.
Moving forward
The key takeaway for SEO professionals and website owners is to recognize these adjustments in data collection methods and interpret ranking data with caution