How SISTRIX adjusted after Google removed the num=100 parameter

Two weeks ago, the tech giant made an unexpected decision that has sent ripples through the search measurement industry. On September 14, 2025, Google stopped supporting the "num=100" parameter, which until then had enabled providers to retrieve 100 organic search results in a single query. The change was implemented without prior notice during the weekend of September 13-14.

The parameter had been a cornerstone of search result measurement methodology for years. Even when the parameter is now set, the system delivers only the top 10 results. This limitation forces measurement providers to execute ten times more queries to gather the same data volume they previously obtained with a single request, significantly increasing both operational complexity and costs.

SISTRIX founder Johannes Beus announced the company's response to the change on September 30, 2025. The SEO analytics platform had relied on this method to measure positions beyond the top 10. Following the parameter's removal, the company initially could only record the first 10 results, causing visible drops in ranking keyword counts for many domains and rankings being marked as lost.

"At the moment, we therefore only record the first 10 results. Positions 11 to 100 are no longer available, which leads to a visible drop in the number of ranking keywords for many domains and to rankings being marked as lost," Beus stated in a company update.

The platform experienced immediate technical disruptions. Initial delays affected the Visibility Index and project keywords, though these were quickly resolved. However, update cycles continued running less frequently than before, with the company expecting improvements in subsequent weeks. SISTRIX maintained transparency throughout the transition by publishing timely updates on status.sistrix.com.

The company developed a strategic approach to address the new limitations. For all keywords influencing the SISTRIX Visibility Index, the platform adapted its crawling methodology to continue recording 100 organic positions. The same adjustment applied to keyword tracking within projects. For remaining keywords, SISTRIX implemented a decision framework based on search volume and relevance to determine ranking depth, ensuring data value remained balanced against additional costs.

By September 17, daily visibility data for Germany, Austria, Switzerland, Italy, Spain, France, the United Kingdom, the United States, Sweden, and Brazil became available again. The Netherlands and Poland received daily visibility data on September 19, alongside weekly rank tracking data for projects.

On September 22, SISTRIX announced a significant strategic shift: the discontinuation of desktop SERP data updates. Consequently, the desktop visibility index was also eliminated. Desktop SERPs remain available for individual collection within projects, but the platform no longer maintains this data systematically.

The timing of Google's decision raised questions within the industry. ChatGPT had already accelerated search dynamics, while political proceedings increased pressure on the search giant. According to Beus, Google's decision to complicate data collection at this particular moment was likely not coincidental. The shift coincides with the expansion of AI Overviews and the announced AI Mode, signaling a clear departure from the traditional "10 blue links" format.

"ChatGPT has accelerated the dynamics of search massively, political proceedings increase the pressure additionally. That Google makes data collection more difficult right now is unlikely to be a coincidence," Beus wrote.

The broader implications extend beyond technical adjustments. Whether Google maintains its market position or shares space with OpenAI remains uncertain. Chatbots are changing how users interact with search and expanding the overall market. SISTRIX has already begun developing tools to capture these opportunities, including AI Prompt Tracking, data for AI Mode, and ChatGPT analyses.

The parameter removal also affected SISTRIX's broader product development. The company had been advancing its AI/Chatbot Beta, which includes individual prompt monitoring. In the month preceding the announcement, the platform achieved two major improvements: simplified project creation with automatic suggestions for competitors, prompts, and tags; and an enhanced prompt table offering both grouped and detailed views with additional information such as rankings and competitor logos.

Search result measurement faces fundamental changes during this period. The market had grown accustomed to comprehensive data access. Now providers must recalibrate their methodologies. Semrush publicly acknowledged the industry-wide disruption, confirming the change affected all rank tracking tools and implementing workarounds to minimize disruption.

For search engine traffic, the impact on positions beyond page one typically carries minimal significance. Few users click on results past the first page. However, the limitation affects how comprehensively platforms can monitor competitive landscapes and track long-tail keyword performance.

The response demonstrates how measurement platforms must remain agile in an environment where search engines continuously modify access to their data. SISTRIX's approach—prioritizing high-value keywords while implementing selective depth measurement—represents a pragmatic solution balancing data quality against increased operational demands.

In related developments, SISTRIX has been tracking changes in AI-powered search features, which represent another dimension of search industry transformation. AI Overviews, introduced in May, initially showed growth in Germany but have stagnated at approximately 20 percent of examined keywords since June. The company views AI Mode as representing the future of search, with the search giant working intensively on its development.

The company also released updates to its API functionality. The latest version provides two frequently requested features: targeted analysis of AI Overviews and other SERP features, supported by the new "serpfeatures" helper function; and regex filtering for tables, enabling more precise analyses for monitoring, competitive comparisons, and reports.

SISTRIX announced improvements to inline links within AI Mode. Analysis of 2.5 million responses revealed that only approximately half contained inline links, with nearly 60 percent leading to the search giant's own products. YouTube, Wikipedia, and Reddit followed in subsequent positions, suggesting the announced changes are urgently needed.

The developments occur against a backdrop of broader search industry shifts. Google has been expanding AI Overviews since their May introduction, fundamentally altering how information appears in search results. The format bundles content from multiple sources into AI-generated summaries appearing at the top of search pages.

Meanwhile, AI search engines and chatbots are rapidly gaining significance. Platforms like Perplexity and ChatGPT's web search combine search indexes with language models, delivering answers in dialog format. This creates new challenges for visibility and monitoring, though traditional SEO skills remain foundational.

ChatGPT itself has been adjusting its search behavior. In recent weeks, SISTRIX observed that the platform uses web searches significantly less frequently. For usage without an account, the proportion of answers supplemented by web search dropped from over 15 percent to less than 2.5 percent in two weeks.

ChatGPT traditionally relies on Bing as its standard search due to close ties with Microsoft. Recent months saw rumors that data from Google might also be incorporated without direct cooperation. Whether the decline correlates with Google's recent measures against crawling its own search results remains open to interpretation.

The search landscape continues evolving rapidly. Traditional measurement methodologies face constraints as platforms restrict data access. Simultaneously, new formats like AI Overviews and AI Mode reshape how users encounter information. The question of whether Google maintains its dominant position or shares space with OpenAI remains unresolved.

For measurement providers, the path forward requires continuous adaptation. SISTRIX's response—swift technical adjustments, transparent communication, and strategic prioritization—illustrates the operational challenges facing companies dependent on search data access. The industry must now navigate increased costs while maintaining data quality, all while monitoring emerging formats that may define search's future.

The company hosted its final Digital Marketing Meetup for 2025 on October 9 in Bonn, featuring SEO experts Fabian Jaeckert and Benjamin O'Daniel. The gathering included networking opportunities following presentations, reflecting the community aspect of navigating industry changes together.

As search continues transforming, measurement platforms face pressure to evolve their capabilities. SISTRIX's development of AI-focused features—including prompt tracking and ChatGPT analysis—positions the company to provide visibility into emerging search formats. Whether these tools prove as comprehensive as traditional SERP measurement remains to be determined.

The num=100 parameter removal marks another step in Google's gradual restriction of data access. Combined with the rise of AI-powered search alternatives, the change signals a period of uncertainty for professionals who have long depended on consistent, comprehensive search data. How the industry adapts to these constraints will shape SEO measurement for years to come.

Timeline

• September 13-14, 2025: Google discontinued the num=100 parameter without prior notice, limiting search result queries to 10 results instead of 100
• September 14, 2025: SISTRIX began experiencing initial delays with Visibility Index and project keywords; Semrush and other rank tracking tools confirmed industry-wide disruption
• September 17, 2025: Daily visibility data restored for DE, AT, CH, IT, ES, FR, UK, US, SE, and BR
• September 19, 2025: Daily visibility data for NL and PL restored; weekly rank tracking data for projects fixed
• September 22, 2025: SISTRIX announced discontinuation of desktop SERP data updates and desktop visibility index; August 2025 spam update completed after four-week rollout
• September 30, 2025: Johannes Beus published detailed update on company's response strategy
• October 9, 2025: SISTRIX hosted Digital Marketing Meetup in Bonn with SEO experts Fabian Jaeckert and Benjamin O'Daniel

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Five Ws Summary

Who: SISTRIX, an SEO analytics platform founded by Johannes Beus, along with other search measurement providers across the industry including Semrush and Keyword Insights.

What: Google removed support for the "num=100" parameter, which previously allowed measurement tools to retrieve 100 organic search results in a single query. SISTRIX responded by adapting its crawling methodology, prioritizing high-value keywords for deep measurement while implementing selective depth tracking for other terms. The company also discontinued desktop SERP data collection.

When: The parameter was removed on September 14, 2025, during the weekend without prior announcement. SISTRIX implemented fixes progressively between September 17 and September 22, with the company update published on September 30, 2025.

Where: The change affected global search result measurement, with SISTRIX specifically restoring data for multiple countries including Germany, Austria, Switzerland, Italy, Spain, France, the United Kingdom, the United States, Sweden, Brazil, the Netherlands, and Poland.

Why: The timing coincides with broader transformations in search, including ChatGPT's acceleration of search dynamics and political proceedings increasing pressure on Google. The change forces measurement providers to execute significantly more queries to gather equivalent data, increasing operational costs while Google expands AI-powered features like AI Overviews and AI Mode, moving away from traditional "10 blue links" results.