Google drops 100 Results/Page: SEO & AI Impact

When Did Google Pull the Plug on the 100-Consequence Setting?

The replace slipped in round mid-September 2025. Up till then, there have been two methods to stretch your outcomes:

• Alter your search preferences to show 100 outcomes.
• Add “&num=100” to the tip of a Google search URL.

Each methods stopped working nearly in a single day. Google didn’t make a splashy announcement, only a quiet affirmation that the choice wasn’t one thing it deliberate to assist anymore.

Supply: Shutterstock

Why Google Eliminated Bulk Search Outcomes

Google hasn’t given an in depth rationalization, however the reasoning turns into clearer whenever you take a look at the larger image.

1. Limiting Search Information Scraping and LLM Coaching

The “100 outcomes” setting was a dream for bots and scraping instruments. One request might pull an enormous chunk of Google’s index, which is helpful for rank trackers, but additionally for large-scale information harvesters. By shutting this down, Google makes it tougher for outsiders to gather search information in bulk. That features firms constructing large language models (LLMs) and different AI programs.

2. Aligning Outcomes Show with Consumer Search Behaviour

Most of us by no means scroll previous web page one. Actually, the deeper you go into the outcomes, the much less seemingly anybody is even trying. From that perspective, displaying 100 outcomes directly didn’t actually match how individuals search. By limiting the outcomes, Google retains reporting nearer to actuality.

3. Server Load and International Search Effectivity

Pulling 100 ends in a single web page is heavy on Google’s servers. Splitting queries into smaller chunks spreads out the demand and ensures quicker, extra environment friendly searches worldwide.

How Reporting Metrics Shifted

For the common individual looking out “Tree cutting services” not a lot has modified. You’ll nonetheless see probably the most related outcomes first. You’ll simply should scroll or click on slightly extra if you wish to dig deeper.

However for entrepreneurs and companies, the ripple results present up within the information:

• Impressions drop. Search Console now data fewer impressions as a result of these inflated “further views” from bots are gone.
• Common place improves. With fewer low-ranking impressions within the combine, many websites out of the blue appear like they’re rating higher.
• Visitors stays the identical. Clicks and visits haven’t shifted. What’s modified is the way in which Google reviews the numbers, not how prospects discover you.

So whereas your dashboard graphs might look totally different, your precise buyer attain hasn’t taken a success.

Supply: Shutterstock 

The Web page Outcomes Replace and Its Ripple Impact on web optimization

web optimization Reporting Seems to be Completely different

For those who’re monitoring rankings and spot sudden dips in impressions or bumps in common place round September, that is why. It’s not your technique altering in a single day; it’s the information cleansing itself.

This might truly be a optimistic shift. As an alternative of chasing impressions from web page 5 that nobody ever sees, entrepreneurs can refocus on what actually drives enterprise: first-page rankings, clicks, and conversions.

web optimization Instruments Must Alter

The larger problem lies with rank-tracking platforms. Instruments like SEMrush, Ahrefs, Moz, and SERanking constructed their reviews across the means to drag 100 outcomes at a time. With that possibility gone, they’ve needed to rethink how information is collected and delivered.

Right here’s what’s shifting behind the scenes:

• Larger question load. Each “100 outcomes” question now splits into as much as 10 calls. SEMrush confirmed this bounce, and business analysts observe the infrastructure value might multiply by roughly tenfold. These further API calls drive up platform prices and can squeeze device budgets.
• Slower or incomplete information. Extra queries naturally decelerate report technology. Actually, many rank-tracking instruments “quickly failed to collect complete SERP information” proper after the change. Suppliers rushed in fixes, however initially, some deeper rankings went unreported or lagged.
• Rethinking monitoring depth. Deeper outcomes (pages 2–3) produce little or no site visitors, so many platforms at the moment are prioritizing probably the most essential positions. For instance, Semrush assures prospects that its prime 10 rankings (the place most clicks occur) stay absolutely correct. In apply, anticipate instruments to cap reviews at fewer outcomes (like the primary 20 or 50) and deal with something past as secondary information

For entrepreneurs, these shifts might present up as modifications in your web optimization dashboards. Some instruments may cease displaying page-3 rankings or replace sure key phrase positions much less typically. Over time, even your billing could possibly be affected; business analysts predict suppliers will “inevitably” move the upper information prices alongside by means of elevated costs or tighter plan limits. 

The AI Angle

There’s additionally a strategic play right here. With AI overviews rolling out in search and LLMs hungry for coaching information, Google has each incentive to maintain tighter management over its outcomes. By limiting bulk scraping, Google makes it tougher for out of doors gamers to construct competing AI programs on prime of its information, whereas steering customers towards its personal AI-powered search features.

So… What Ought to Companies and Entrepreneurs Do Now?

Right here’s how one can strategy the change with out getting tripped up:

• Annotate your reviews. Word the September change in your dashboards, so future critiques don’t misread the sudden shift.
• Concentrate on significant metrics. Take note of clicks, leads, and conversions relatively than uncooked impressions.
• Think about web page one. If most customers by no means look past the primary 10–20 outcomes, that’s the place your web optimization technique ought to reside.
• Keep up to date together with your instruments. Completely different web optimization platforms are dealing with the change in numerous methods. Maintain a watch out for brand spanking new defaults, limits, or reporting strategies.
• Put together for AI search. With Google pushing AI overviews, it’s sensible to optimize for visibility not simply in conventional rankings however in how your content material surfaces in AI-driven solutions.

A Small Setting, and a Large Sign for web optimization and AI

The elimination of Google’s 100 outcomes per web page setting might sound like a small technical replace, nevertheless it displays a lot larger developments. It cuts down on scraping, makes reporting extra lifelike, and reinforces Google’s shift towards AI-driven search.

For companies, this can be a reminder that web optimization success isn’t about chasing inflated numbers or page-20 rankings. It’s about displaying up the place it issues: in entrance of actual prospects, on the primary web page, and more and more, inside AI-generated overviews.

At TechWyse, we carry on prime of those modifications, so our purchasers don’t should. Whether or not it’s navigating shifts in reporting, adapting to new search options, or planning for the way forward for AI in web optimization, our purpose is identical, serving to companies keep seen, aggressive, and related with the individuals looking for them. To e-book an appointment, name 866-208-3095 or contact us here.