Ahrefs restores top 100 search result tracking after Google parameter restrictions

Ahrefs announced on October 29, 2025, that the company is gradually restoring the ability to display up to 100 search results per query in its tracking tools, six weeks after Google eliminated the num=100 SERP parameter that forced industry-wide operational changes. The restoration process remains ongoing, with extended search engine results pages starting to appear as the update progresses across the platform's infrastructure.

According to a blog post published September 19, 2025, Ahrefs confirmed that Google recently made changes to a specific parameter that impacts the ability to view the first 100 results for any search query. The parameter, "&num=100", no longer functions as it had previously. The change has had an industry-wide impact, including on third-party data providers to Ahrefs, who relied on this functionality to assess a website's presence in search results.

The company provided three updates regarding their progress on this challenge. An October 3 update stated that Google is closing even more doors on getting more than 10 SERP results, with some options remaining but probably not for long. An October 8 update confirmed that tracking the top 100 results is now possible in Rank Tracker for Enterprise customers, though the company indicated they were still investigating potential solutions to scale these changes.

The October 29 update announced the gradual restoration across all Ahrefs tools. "We're now gradually restoring the ability to show up to 100 results per query in Ahrefs tools. The rollout is ongoing, and extended SERPs will start appearing as the update progresses," according to the company's statement.

Barry Schwartz, founder of Search Engine Roundtable, shared Ahrefs' announcement on November 14 via social media platform X, noting the company's progress in bringing back top 100 results functionality. The post generated industry discussion, with users questioning the technical methodology behind Ahrefs' implementation. One user asked about the approach, while another speculated that similar capabilities would likely emerge from other providers soon.

The September 14 parameter elimination transformed how SEO platforms access search result data. Semrush publicly confirmed the industry-wide disruption, acknowledging that this modification forces tools to execute 10 separate requests instead of a single request to retrieve 100 search results, multiplying operational costs by a factor of 10 for businesses dependent on comprehensive search result analysis.

Ahrefs stated in their September blog post that these changes don't impact the frequency of updates, but will reduce the number of results the company can check for each term beyond Google's first page. The company emphasized that while rank tracking is only one part of their product suite, it remains an important component for customer workflows.

The technical limitation affects various use cases for marketing professionals. Organizations rely on extended search result visibility to identify opportunities for content improvement and refresh cycles. Newly published content that starts performing well beyond the first page provides early signals for content strategy teams. Competitor analysis requires comprehensive ranking data to understand market positioning across multiple result pages.

The first page of search results has always been the most valuable, as that's where most clicks tend to go, according to the company's statement. However, there's also value in the rankings beyond that. For instance, marketing teams may want to see opportunities to improve and refresh content, or identify recently published content that's starting to perform well on their own site or others.

SISTRIX adapted to the parameter elimination by modifying its data collection methodology, prioritizing high-value keywords for deep measurement while implementing selective depth tracking for other terms. The company also discontinued desktop SERP data collection on September 22 as a consequence of the restrictions.

Several data providers attempted to work around Google's restrictions following the September changes. DataForSEO announced a technical solution on October 18 that reduced SERP API costs by 80 percent by retrieving 100 search results using just two crawls instead of 10. Google identified and blocked that workaround within five days, forcing the company to revert to standard pagination methods and remove their announcement page from the internet.

The parameter elimination occurred during a period of sustained ranking volatility throughout 2025. Google's June core update required 16 days for complete implementation, while April showed significant fluctuations with particularly intense activity between April 21-23. These algorithmic changes increase demand for comprehensive search monitoring tools precisely when access costs have increased substantially.

Marketing professionals require detailed analytics to distinguish between campaign performance issues and algorithmic impacts on organic visibility. The increased operational costs for SEO tool providers come amid broader cost pressures across digital marketing operations. Google Ads costs rose 12.88 percent across all industries in the first quarter of 2025, with 87 percent of business sectors experiencing cost per click increases exceeding 40 percent in some cases.

Ahrefs operates as a comprehensive SEO platform that extends beyond rank tracking. The company expanded into web analytics in December 2024, adding performance monitoring capabilities across all plan tiers. The platform includes site exploration tools, keyword research capabilities, content analysis, site audit functionality, and rank tracking services.

The restoration of top 100 results tracking represents a technical achievement for Ahrefs' engineering team given Google's demonstrated willingness to block workaround solutions. The company has not publicly disclosed the specific methodology enabling the restoration, which may reflect strategic considerations given the search giant's rapid response to previous circumvention attempts.

Rate limiting prevents rapid sequential requests that might replicate bulk data collection capabilities. Google's infrastructure monitors request patterns to identify automated scraping attempts. Distributed request strategies across multiple IP addresses or geographic regions may provide partial solutions but introduce additional complexity and infrastructure costs.

API-based alternatives through Google's official channels exist but typically provide limited result sets compared to direct SERP scraping. The Google Search Console API offers performance data but lacks comprehensive competitor visibility that many SEO tools require. Custom search solutions through Google's programmable search engine provide structured access but impose different limitations and cost structures.

The gradual rollout approach suggests Ahrefs is managing infrastructure capacity and potentially monitoring for any technical restrictions from Google. Enterprise customers received access first through the Rank Tracker product on October 8, indicating a phased deployment strategy that prioritizes higher-tier subscribers while the company validates technical stability.

Search result volatility has reached unprecedented levels in 2025. Google's June core update caused dramatic ranking changes across 16 days, while October volatility reached high levels with particularly intense fluctuations around October 28. Multiple tracking tools detected significant ranking fluctuations that extended beyond isolated incidents, suggesting potential ongoing adjustments rather than temporary algorithmic modifications.

The restoration of extended SERP tracking comes as the industry grapples with additional changes to organic visibility. Research from Ahrefs published in April 2025 found that when AI Overviews appear in search results, the first organic link loses an average of 34.5 percent of clicks. These visibility challenges compound the operational difficulties introduced by the parameter elimination.

Ahrefs stated in their September announcement that their aim is always to provide the most accurate and actionable data possible, fully understanding that this data is something customers rely on. The company committed to sharing updates on any new developments as they happen. The search landscape is constantly evolving, especially with new opportunities thanks to AI, but the company believes it is well-positioned to continue delivering insights that improve brand visibility across the web.

The technical challenges facing SEO tool providers reflect broader tensions in data access across digital platforms. Microsoft reduced search API availability, announcing on June 9, 2025, that Bing Search APIs would be retired on August 11, 2025. Replacement services cost 40-483 percent more and require Azure integration, creating additional financial pressure on SEO tool providers seeking alternative data sources.

The elimination of bulk search result access creates barriers for comprehensive search intelligence. Organizations dependent on ranking data for competitive analysis, content strategy, and performance measurement now face higher costs and technical limitations. The restoration of top 100 tracking by Ahrefs provides relief for subscribers while highlighting the ongoing challenge of maintaining comprehensive search visibility tools.

Timeline

• September 14, 2025: Google eliminates num=100 SERP parameter, forcing SEO tools to make 10 separate requests instead of one
• September 15, 2025: Semrush confirms industry-wide operational impact, acknowledging 10x cost increase
• September 19, 2025: Ahrefs publishes blog post explaining impact of Google's parameter changes on rank tracking capabilities
• September 22, 2025: SISTRIX discontinued desktop SERP data updates following parameter elimination; August spam update completes 27-day rollout
• October 3, 2025: Ahrefs updates that Google is closing even more doors on getting more than 10 SERP results
• October 8, 2025: Ahrefs enables top 100 results tracking in Rank Tracker for Enterprise customers
• October 18, 2025: DataForSEO announces workaround reducing SERP API costs by 80 percent
• October 23, 2025: Google blocks DataForSEO's workaround within five days of public announcement
• October 28, 2025: Multiple tracking tools detect significant ranking volatility across search results
• October 29, 2025: Ahrefs announces gradual restoration of top 100 results capability across platform
• November 14, 2025: Barry Schwartz shares Ahrefs announcement on social media, generating industry discussion

Summary

Who: Ahrefs, a search engine optimization platform providing rank tracking, site analysis, and keyword research tools to digital marketing professionals, is restoring functionality lost when Google eliminated bulk search result access. The change affects SEO practitioners, marketing teams, and content strategists who depend on comprehensive ranking data for competitive analysis and performance measurement.

What: Ahrefs is gradually restoring the ability to display up to 100 search results per query in its tracking tools after Google eliminated the num=100 parameter on September 14, 2025. The restoration began with Enterprise customers accessing top 100 tracking through Rank Tracker on October 8, with broader rollout announced October 29 and ongoing as of November 14. The technical achievement comes after Google shut down other providers' workaround attempts within days of public disclosure.

When: Google eliminated the num=100 parameter on September 14, 2025, immediately impacting industry-wide data collection capabilities. Ahrefs published an initial response on September 19, noted Google was closing more doors on October 3, began restoring functionality for Enterprise customers on October 8, and announced gradual platform-wide restoration on October 29. The development gained renewed attention when industry professionals shared it on November 14.

Where: The parameter elimination affects global SEO tool operations that depend on Google search result data. Ahrefs operates internationally, serving marketing professionals across multiple markets who require ranking data for organic visibility measurement. The technical restrictions impact data collection infrastructure regardless of geographic location, though the rollout of Ahrefs' restoration process occurs gradually across their platform's global user base.

Why: Google's elimination of the num=100 parameter appears designed to protect search infrastructure from automated data scraping while forcing SEO platforms to adopt more expensive data collection methods. For Ahrefs and similar providers, restoring top 100 tracking capabilities addresses customer demand for comprehensive ranking visibility beyond the first search results page. Marketing teams need extended ranking data to identify content optimization opportunities, track emerging content performance, and conduct competitive analysis across multiple result pages despite the increased technical complexity and operational costs.