Introduction
If you’ve recently noticed sudden drops or missing rankings in your SEO reports, don’t panic. You’re not alone. In 2025, Google made a quiet but major change that affects how SEO tools collect ranking data. Many businesses and agencies have seen ranking reports showing only Top 10 results — or sometimes up to 20 — instead of the usual Top 100. Let’s take a look at what exactly changed, why it happened, and how Nuweb continues to deliver accurate SEO performance tracking for our clients.
What Changed: The End of “num=100”
Previously, SEO tools like Ahrefs, Semrush, AccuRanker, and SEO PowerSuite’s Rank Tracker used a Google search URL parameter called num=100. This allowed them to request up to 100 search results per page from Google for rank tracking purposes. However, Google has now completely removed this parameter. As a result, all SEO tools can only access the first 10 results per search query. This means:
- Rank tracking tools can now officially see only Top 10 organic positions per query.
- Any result beyond the first page (Top 11–100) is not directly accessible from Google’s public search results.
Some tools have introduced temporary workarounds to show up to Top 20 results, but this involves additional simulated searches — and is not as stable or reliable as before.
Why Google Made This Change
Google hasn’t given an official public reason, but based on industry analysis, here are the main possibilities:
- Reduce automated scraping – Google wants to limit automated data scraping from rank tracking tools to protect server load and user privacy.
- Encourage focus on user intent – Google’s vision is to shift SEO focus from “position chasing” to “content quality and user satisfaction.”
- Support the new Search Generative Experience (SGE) – With AI-powered search results now showing above organic listings, Google is simplifying how results are structured.
How This Affects SEO Reports
If your SEO report suddenly shows many keywords marked as “Not in Top 10” or “Not in Top 20,” it doesn’t always mean your rankings dropped. It simply means the SEO tool can no longer confirm your position beyond the Top 10 because Google no longer provides that data directly. So:
- Your previous ranking data (Top 100) was more detailed, but now it’s limited.
- Reports may look “weaker,” but your actual search performance may remain the same.
- Tools now focus more on confirmed visibility (Top 10) and traffic performance rather than deep keyword positions.
How Nuweb Adapts to the Change
At Nuweb, our SEO team continues to monitor and adapt to every Google change to ensure our clients stay ahead.
Here’s how we handle this update:
- Use multiple verified data sources – including Google Search Console, Google Analytics, and live search checks.
- Focus on keyword visibility, CTR, and organic traffic growth, not just position numbers.
- Maintain transparent SEO reporting with clear explanations of what changed and why.
- Continuously update our tracking system to align with Google’s evolving environment. This way, our clients can continue to make data-driven decisions based on accurate, meaningful SEO performance insights.
What This Means for Businesses
For business owners, this change is a reminder that SEO success isn’t just about ranking numbers — it’s about visibility, engagement, and conversions. If your site is performing well in traffic, clicks, and inquiries, it means your SEO strategy is still working effectively — even if the report no longer shows positions beyond the Top 10.
Conclusion
Google’s removal of the “num=100” parameter marks another shift toward smarter, quality-focused SEO. While rank tracking looks different now, the real goal remains the same: creating valuable, trustworthy content that earns visibility and drives results. At Nuweb, we stay ahead of every Google update to keep your business visible and competitive in search results — no matter how the system changes.
Ready to Grow Your Business with SEO Malaysia?
Google’s updates keep changing, but one thing remains the same — the importance of strong, consistent SEO.
At Nuweb, we specialise in helping Malaysian businesses improve their Google visibility through proven SEO Malaysia strategies that deliver long-term results.
Whether you’re a small business or a growing brand, our SEO experts can help you increase traffic, rankings, and leads.
Start improving your online presence today!
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