Why Does Google Parameter &num= Matter?

11/21/25
Source: moz (en-US). Read the original article

TL;DR Summary of The Impact of Google’s &num=100 Parameter Deprecation on SEO Tools

The recent deprecation of Google’s &num=100 parameter significantly affects how SEO tools scrape search results. This change forces tools to make multiple queries instead of one, increasing operational costs due to more IP addresses and advanced browser emulation requirements. SEO platforms like Moz have implemented page stitching solutions to maintain data accuracy but face challenges with fluctuating rankings and higher expenses. Users should check how their SEO tools adapt to this change and consider potential cost implications.

Optimixed’s Overview: Navigating SEO Challenges After Google’s &num=100 Parameter Removal

Understanding the &num=100 Parameter and Its Role in SEO Tools

The &num=100 URL parameter allowed SEO tools and rank trackers to fetch up to 100 search results in a single query by aggregating 10 pages of results into one. This parameter simplified scraping by reducing the number of requests needed, thereby lowering costs related to proxy usage, JavaScript rendering, and parsing complexity. As Google deprecated this parameter, SEO tools lost the ability to retrieve large result sets efficiently.

Why Deprecation Matters for SEO Data Collection

  • Cost Scaling: Without &num=100, tools must perform multiple requests (one per page), drastically increasing proxy and infrastructure costs.
  • Technical Complexity: Modern scraping requires advanced browser emulation with JavaScript and cookies to mimic user behavior, adding overhead.
  • Data Accuracy Challenges: Stitching together multiple pages introduces risks of ranking inconsistencies, especially for sites fluctuating near page boundaries.

Solutions and Adaptations by SEO Platforms

Leading tools like Moz and STAT have implemented a stitching approach, sequentially retrieving individual result pages and combining them. While this restores data volume, it significantly increases operational costs and complicates data processing. Moz Pro offers two pages of results by default, while STAT allows flexible access up to 100 results on a case-by-case basis. For analytic features like Keyword Explorer and Link Explorer, 50 results are provided to balance depth and cost.

What SEO Practitioners Should Do

  • Review Your Tool’s Approach: Investigate how your SEO tools handle the removal of &num=100 and whether there are any changes to data limits or pricing.
  • Experiment With Search URLs: Manually testing Google search URLs can provide insight into how results are paginated and what data is accessible.
  • Prepare for Potential Cost Changes: Increased scraping complexity may lead to higher subscription or service fees as providers absorb added expenses.

In summary, the deprecation of the &num=100 parameter represents a significant shift in how SEO data is gathered and processed, requiring both tool developers and users to adapt to new technical and financial realities.