Google recently made a small but important change that has a massive impact on tracking search results. The parameter &num=100, which allowed users and third-party tools to view the first 100 search results for any query, no longer works.
Although this may sound technical, the result is simple: Ahrefs and other rank-tracking tools that depended on this parameter can no longer gather deep ranking data that goes beyond Google’s first page. What does it mean for marketers and SEO professionals? On the one hand, it creates challenges. But on the other hand, it offers opportunities to rethink how we measure success in search.
Why This Matters
Rank tracking has always been a critical aspect of SEO reporting. Finding gaps, new competitors, and areas for improvement is easier when you can see not only where your pages rank but also which websites rank higher and lower than you.
With this change, visibility into positions beyond page one is limited. And while the first page has always been where the majority of clicks happen, page-two and page-three rankings can still indicate untapped opportunities for optimisation.
First-Party Data: Leveraging GSC and GA
This update does not affect the first-party tools, Google Search Console (GSC) and Google Analytics (GA). Here’s how to use them to stay ahead:
- Impressions & Clicks (GSC)
GSC displays impressions and clicks for queries where your site appears anywhere in search results, even in the absence of granular rank tracking. This helps uncover “hidden†opportunities beyond page one. - Average Position Trends (GSC)
GSC allows you to track whether keywords are moving up or down over time. With this insight alone, you can easily spot performance shifts. - CTR & Content Refresh Opportunities (GSC + GA)
Use both GSC and GA to look for high-impression, low-CTR queries. These are perfect candidates for title/meta improvements or content updates. - Landing Page Performance (GA)
Monitor which pages are losing or gaining organic traffic, then cross-check with GSC query data to pinpoint why.
Beyond GSC and GA: Other Strategies
To adapt fully, it helps to layer in additional approaches:
- Alternative Data Sources
Some platforms are building new scraping methods or using APIs and clickstream data to provide continuity. Keep an eye on those particular updates from your rank-tracking provider. - SERP Feature Monitoring
Rankings are only part of the picture. Tracking Featured Snippets, People Also Ask boxes, and other SERP features is often more valuable than knowing you sit at position 37. - Content Intelligence
Keep an eye on content velocity—how quickly new competitor content enters the SERP. Combine this with GSC impressions to spot trends earlier. - Experimentation & Optimisation
Refresh content sitting in positions 11–30. Test meta descriptions and titles to boost CTR. Use structured data to claim more real estate in SERPs. - Strategic Reframing
Move beyond pure rank obsession. Focus on traffic, conversions, and revenue impact. Where organic data is thin, run small paid search tests to validate keyword value.
Looking Ahead
The search landscape is constantly evolving, and changes like these remind us that SEO is never a set-it-and-forget-it strategy. More importantly, this reminds us not to rely on any single metric or tool. While rank-tracking visibility has narrowed, marketers still have robust methods to measure performance and uncover growth opportunities.
By leaning into first-party data (GSC and GA), exploring alternative rank intelligence, and shifting focus to business outcomes, brands can continue to thrive in an environment where adaptability is key.
Need More Guidance?
Are you a business owner or marketer who needs more guidance in dealing with Google’s search result changes? We’re here to help.
At Canty Digital, we can help you make sense of these search landscape updates, refine your SEO strategies, and boost your overall digital marketing campaigns.
