Google Removed num=100: How SEO Professionals and Developers Can Adapt While Keeping the DEV Community Thriving

Recently, Google removed the num=100 parameter from its search URLs, causing ripples across the SEO and developer communities. This parameter allowed search results to display up to 100 results per page, but now the default behavior only shows 10 results per page. While this might seem like a small change, it has had a significant impact on data reporting and SEO strategies.

What is num=100? Why Does it Matter?

num=100 was a parameter in Google Search URLs that allowed users to control how many search results appeared on a page. For example:

https://www.google.com/search?q=example&num=100

This URL would display 100 search results in one page instead of the default 10. For SEO tools and web crawlers, this parameter was essential for retrieving large amounts of data quickly. However, with its removal, tools and analytics systems are now struggling to adapt, causing changes such as:

• Drop in Impressions: Up to 87.7% of websites are reporting a drop in impressions in Google Search Console (GSC).
• Reduced Keyword Visibility: 77.6% of websites lost visibility for some of their short-tail and mid-tail keywords.
• More Accurate Data: Rankings data may now be closer to what users actually see, but it can make reports appear "worse" than before.

Previously, inflated impression counts could occur due to scrapers and crawlers leveraging num=100. Now, rankings data seems closer to reality, as fewer queries appear on page 3+ while the top positions reflect actual user experiences.

What Are Impressions?

Impressions are a key metric in Google Search Console that represent how many times your website appears in Google's search results. Every time your page shows up in search results for someone's query, it counts as an impression, even if the user doesn't click on it.

Example:

1. If a user searches for "running shoes" and your website appears on the first page, whether it's ranked #1 or #10, it counts as one impression.
2. If the user clicks to the second page and your website appears again, it counts as another impression.

Why Are Impressions Important?

• Impressions measure your website's visibility in search results, helping you understand how often users are exposed to your content.
• However, impressions don't guarantee clicks or traffic, they only indicate that your page appeared in search results.

With the removal of num=100, the drop in impressions doesn't necessarily mean your website's performance has worsened. Instead, it might reflect changes in how tools now access and report search data.

Short-Tail vs. Long-Tail Keywords

Short-Tail Keywords:

• Short, broad keywords like "running shoes" or "smartphone."
• Characteristics:
  • High search volume but highly competitive.
  • Vague user intent, making them harder to convert.

Long-Tail Keywords:

• Longer and more specific phrases like "best running shoes for marathon training" or "top camera smartphones in 2025."
• Characteristics:
  • Lower search volume but less competition.
  • Precise user intent, leading to higher conversion rates.

With the removal of num=100, tracking short-tail keyword performance may become more challenging, while long-tail keywords could offer better opportunities for targeted traffic and conversions.

How Should Dev.to Writers Adapt?

If you're a Dev.to writer, this change might also influence how you approach SEO-related content and traffic analysis, and your articles may receive less exposure to readers. Here are some practical suggestions to help you thrive in a world without num=100:

1. Write Practical Technical Guides

Developers love actionable content. Focus on creating tutorials that help readers adapt to the new changes, such as:

• How to use Google Search Console (GSC) API as an alternative to crawling: Explain how to retrieve search performance data directly from Google's API, avoiding reliance on outdated methods like crawling with num=100.
• How to utilize Bing or other search engines for keyword research and rankings: As Google updates its policies, tools like Bing Webmaster Tools or search engines like DuckDuckGo can provide alternative insights into search performance, keyword visibility, and traffic patterns. Bing, for instance, offers a robust Webmaster Tools platform with keyword tracking and performance reports.

Example Topics:

• "Step-by-Step Guide to Using Bing Webmaster Tools for SEO Insights"
• "How to Perform Keyword Research Using Bing and Other Search Engines to Complement Google Data"

By diversifying your strategies across multiple platforms, you can maintain a broader view of your website's performance and discover new opportunities outside of Google.

2. Focus on User Behavior and Long-Tail Strategies

With less data available, quality becomes more important than quantity. Help your readers understand how to:

• Focus on user behavior metrics (e.g., click-through rate (CTR), conversion rate) instead of just impressions.
• Build detailed long-tail keyword strategies to attract more targeted traffic.

Example Topics:

• "How to Use Google Analytics to Evaluate SEO Performance Without Relying on Impressions"
• "Why Long-Tail Keywords Are the Key to Post-num=100 SEO Success"

3. Leverage Case Studies and Storytelling

Developers love real-world examples. Share case studies based on your own projects or experiences to show how to adapt to these changes effectively.

Example Topics:

• "How We Adapted to the Removal of num=100 and Improved SEO Traffic"
• "SEO Data Drop? Here's How We Solved It"

4. Actively Share Your Articles Across Platforms

Don't limit your content to just Dev.to. Expand your reach by sharing your articles on platforms like your personal website, LinkedIn, or Facebook. This allows you to:

• Attract a broader audience, including professionals outside the Dev.to community.
• Increase your visibility as a thought leader in SEO and technical writing.
• Drive more traffic back to your Dev.to profile or personal blog.

Example Action Plan:

1. Publish your article on Dev.to.
2. Share a snippet or summary on LinkedIn with a link to your full article.
3. Add it to your personal website or blog to build your portfolio and improve its SEO.

5. Competitor Analysis Becomes Critical

With keyword visibility declining, identifying traffic-stealing competitors is more important than ever. Tools like Semrush/Ahrefs can help you:

• Discover which competitors gained rankings after the removal of num=100.
• Identify untapped keyword opportunities to regain lost visibility.

What's Your Take?

Has the removal of num=100 impacted your SEO strategy or tool development? Have you implemented any solutions to adapt?

As a Dev.to writer, how do you plan to leverage this change to create valuable content for the community?

Share your thoughts in the comments! Let's discuss and help each other adapt to this new era!

Reference

77% of sites lost keyword visibility after Google removed num=100: Data