Google’s been tinkering again.
In September 2025, Google quietly removed a parameter called &num=100, which allowed SEO tools to fetch the top 100 results from a search page in one go. Now, only 10 results at a time are available.
If you’ve logged into your KickstartSEO Portal and spotted some keywords suddenly showing as “100+,” you’ve seen the impact first-hand.
It looks alarming. It does not automatically mean your rankings have fallen.
What's inside? (TL;DR)
This article explains why some KickstartSEO Portal rankings may temporarily show as “100+” after Google removed the &num=100 search parameter.
It covers what changed, why the data may look odd, and what we are doing to keep reporting useful data without passing unnecessary costs on to clients.
Useful Sections
Estimated reading time:
4 minutes
Background On &num=100
For years, the &num=100 parameter was an undocumented but widely used function for several purposes:
Efficiency for rank trackers: SEO tools could gather up to 100 results in a single request.
Deep-search analysis: Power users could quickly see the top 100 sites for a query.
Search Console inflation: Automated fetching sometimes inflated impression counts for keywords ranking beyond page one.
The Consequences Of Its Removal
This update has caused disruption across the SEO industry.
SEO tools have been hit by higher costs, because what once took one request now takes ten. Several platforms have also suffered outages or broken dashboards after the change, while others have limited keyword tracking to the top 20–50 results to manage costs.
Search Console data has also shifted. Desktop impressions dropped around 10–12 September 2025, as bots could no longer inflate data for positions 11–100. Many sites now show an apparent “improvement” in average position, but that is cleaner reporting rather than a sudden ranking miracle.
Overall, Search Console data should now reflect real user behaviour more accurately.
Why Google Did This
Google has not issued a formal statement, but the likely reasons include combating large-scale scraping, reducing server load from automated queries, and improving data quality in Search Console so it better matches real user experience.
So, Now What?
We are looking at alternatives.
Pulling the data 10 results at a time means a 10x cost to retrieve those top 100 rankings. We do not want to do that, because we would inevitably have to pass that cost on.
Instead, we are testing other approaches to keep your reports consistent without driving up expenses. The goal is reliable data you can trust.
Norman uses this same data when deciding which SEO actions to prioritise, so accuracy matters.
What Replaced &num=100
Nothing.
To go beyond the top 10, developers must now use pagination with the &start parameter. For example:
&start=10fetches results 11–20.&start=20fetches results 21–30.
What This Means For Your Portal
Keywords outside the top 10 may temporarily show as “100+.” Metrics that rely on full SERP data may also show more fluctuation than usual.
To be clear, this does not mean your rankings have dropped.
It is a reporting issue while the dust settles.
How We Are Responding
Every SEO tool worldwide is facing this.
At KickstartSEO, we have already rolled out adjustments in the Portal to minimise disruption and will continue refining our process until ranking visibility is stable again.
What You Should Do Now
Do not panic. These changes do not mean your traffic has fallen.
Be transparent with your team or stakeholders. Explain that the reporting quirks are down to Google, not your performance.
Focus on the big picture. Most meaningful clicks happen within the first two pages of search results.
Staying The Course
Search is always evolving, and part of our job is to handle technical turbulence so you can focus on growing your business.
We will keep you updated as things stabilise. In the meantime, your SEO programme is still firmly on track.
And just to be crystal clear: your rankings themselves have not changed, only the way they are reported.
Can We Help?
Many people end up on our blog because their SEO is not working the way they hoped, and they are trying to work out what to do next.
Sound familiar?
When rankings look odd, the worst thing you can do is guess.
This is where proper reporting, sensible interpretation, and a calm look at the data matter. We can help you separate real SEO problems from platform noise, because not every scary-looking number deserves a panic button.
