Google’s &num=100 Deprecation: SEO Impact & Workarounds

The recent deprecation of Google's `&num=100` search parameter, though seemingly minor, has ushered in a significant shift within the SEO industry. This parameter, when appended to a Google search URL, traditionally allowed users, particularly SEO professionals and automated tools, to retrieve up to 100 search results on a single page, diverging from Google's standard display of 10-20 results. Its utility stemmed from enabling more efficient and comprehensive data collection for various SEO tasks.

For years, the `&num=100` parameter served as a cornerstone for competitive analysis, large-scale keyword research, and monitoring extensive SERP landscapes. SEO tools heavily relied on it to quickly gather ranking data, analyze competitor positions beyond the immediate top spots, and track the evolution of search engine results pages over time without making numerous individual requests. Its removal means these processes are now considerably more complex and resource-intensive, requiring tools and practitioners to adapt their data acquisition strategies.

While the provided source text introduces a discussion by Tom Capper on why Google might have deprecated this feature, it suggests potential reasons could involve Google's efforts to manage server load, curb large-scale automated scraping, or steer users towards official, more controlled APIs. From Google's perspective, the widespread use of `&num=100` might have presented challenges in maintaining a consistent user experience or controlling access to its search data. The “risks” associated with its existence might have been perceived by Google as a potential strain on resources or a loophole for data extraction outside their preferred channels.

The immediate impact on SEO tools and practitioners is profound, necessitating the development of new workarounds. This adaptation likely involves more sophisticated crawling techniques, leveraging different data sources, or making multiple standard requests, inevitably increasing the time and cost associated with obtaining comprehensive SERP data. The situation underscores Google's ongoing control over how its search data is accessed and utilized by the broader SEO ecosystem, compelling the industry to continuously innovate in response to such changes.

(Source: https://moz.com/blog/why-does-google-parameter-num-matter-whiteboard-friday)