Google changed its reporting, and now digital marketing companies have to figure out how to fix what they changed. Google made a change that is confusing for people who track search rankings. Until last week, you could tell Google to show 100 results on a single page. Now that option is gone.
What Changed
Before: one page showed 100 results.
Now: one page only shows 10 results.
This means tracking tools that used to grab 100 results at once must now work 10 times harder to get the same data. Adding “& num=100” to the search URL no longer works.
So, think of it like going to a library. Before, you could check out a stack of 100 books at once. Now the librarian only lets you take 10. If you want 100 books, you must go back to the counter 10 times. That takes more time and effort, and your notes about what books you have might get messy.
Impact on Tracking Tools
Third-party tools that digital marketing companies use to check Google rankings are showing strange or incomplete data. Some companies have admitted they are working on fixes. Others have not said anything, but their reports clearly look off.
Google Search Console Issues
Google’s own reporting tool, Search Console, also appears to be incorrect. Some people have noticed big drops in desktop impressions and sharp changes in average ranking position. Brodie Clark, an SEO expert, noted that many people are experiencing this issue, and it is not limited to just one account.
Why This Matters
No one knows if removing the 100-results option was a mistake, a planned change, or something else. It is also unclear why this would affect Search Console data. For now, anyone reviewing organic search data should expect odd numbers and treat the reports with caution.
