Google's Search Changes Leave SEO Community Scrambling
Google's recent changes to search result parameters and Search Console data have left the SEO community grappling with uncertainties about rank tracking and organic performance monitoring. The future of SEO rank tracking appears to be heading towards increased costs and reduced effectiveness.
On September 14, 2025, Google discontinued support for the '&num=100' parameter, which previously allowed users to display up to 100 search results on one page. This move has restricted AI bots using 'fedex tracking' searches, as adding '&num=100' to the search result URL now yields fewer listings. Consequently, many SEO ranking tools have temporarily become non-functional.
Websites are now experiencing increases in average positions in Search Console, coupled with declines in the number of impressions. This shift indicates that organic performance data is becoming more human-centric, with fewer bots and more human impressions. The lost 'Impressions' were URLs shown to both bot scrapers and human searchers. Google's default search results list now displays 10 organic listings per page, further emphasizing the focus on human searchers.
To navigate these changes, SEO professionals are advised to monitor organic performance as reported by Search Console. Consider integrating SEO platforms with Search Console for tracking organic search positions, as the future of SEO rank tracking may require more sophisticated tools and strategies.
Google's recent modifications to search result parameters and Search Console data have significantly impacted SEO rank tracking. As the industry adapts, it is crucial to focus on human-centric metrics and explore SEO platforms that integrate with Search Console. The future of SEO rank tracking may be uncertain, but understanding and responding to these changes will be key to maintaining effective organic search strategies.
