Noticed a dip in your Google Search Console report in mid-September? Don’t worry, you’re not the only one…
In September, Google disabled the num=100 URL parameter, which previously allowed users to search and scrape data when searching from 100 results, rather than the usual 10 that come up on the first page. For SEO tools and web crawlers, this parameter was crucial for retrieving large amounts of data quickly.
In this article, we’ll explain what this actually means, how it affects your business, and how to adapt going forward.
What is num=100?
If you thought ‘what on earth is num=100??’, don’t worry, you aren’t the only one.
The num=100 is a search parameter that allowed users and tools to retrieve 100 search results per page when searching on Google, as opposed to the usual ten. As of mid-September, this feature was completely removed.
For many years, rank trackers, web scrapers and SEO tools used the num=100 parameter to efficiently gather data. By viewing 100 results at once, these tools could rapidly check rankings for a long list of keywords. This means that each time a tool loads 100 results, even if the site was ranked at 90th, Google still counted an impression for that site.
Now that this is no longer available, users can only search for ten results at a time. For example, if a user searches for “spas nearby” and your site appears on the first page, whether it’s ranked first or tenth, you receive one impression. If the user clicks on the second page and your site is there too, you receive a second impression. When num=100 was enabled, impressions counted for all one hundred.
The numbers
But how has this affected our stats? SEO Partner and Software Developer Tyler Gargula conducted an in-depth analysis of 319 properties. Spoiler alert, the results are startling…
Just to put it into perspective, here are how the numbers shifted:
- Impression drops: 87.7% of sites experienced drops in impressions
- Query count: 77.6% decrease in keyword visibility, particularly short-tail and long-tail keywords
- Rank positions: fewer queries show on page three and beyond, while more keywords are shown in the top three positions and on page one
Don’t panic!
At first glance, these numbers are definitely frightening, suggesting a huge loss in your site’s visibility. However, the reality is a lot more nuanced than this. Num=100 created countless artificial impressions. Meaning your site may have been visited hundreds of times by bots, not actual humans.
Now, your Google Search Console data is more realistic and reflective of the impressions you receive from actual users, which is better in the long term. On top of this, your actual search performance likely hasn’t changed, just how it’s measured and reported.
What now?
As of October 10th, Google has not publicly commented on whether this change is permanent; however, given the scale, it’s likely this will be the new norm. The real question is, what do we do next?
Utilise multiple data sources
This event shows how important it is to rely on multiple data sources. While Google Search Console is a valuable metric, supplement its data with analytics from other sites to avoid over-reliance, improve accuracy and to view a holistic view of performance. Not sure how to go about this? Talk to us!
Focus on what matters
This change is a timely reminder to focus on the metrics that truly matter, rather than being distracted by vanity numbers. Click-through rates, conversion rates and revenue are far better markers of success than inflated impressions. These are also less affected by the dismissal of num=100.
Rejig your KPIs
Your old benchmarks will no longer be relevant, so you’ll need to establish a new baseline for your key performance indicators. Monitor clicks, click-through rates, your average position and conversions tied to organic traffic, rather than focusing on impressions. Resetting baselines from mid-September onwards will give you a more accurate picture of progress. Not sure how to go about this, or want to take the stress out of it? We can do it for you.
Let’s chat, no fluff, just honest advice!
