Google Search Console updates reporting: here’s the impact

What has changed?

Google has removed the &num=100 parameter.
Previously, SEO tools and bots could use this parameter to load 100 search results per page. As a result, even results ranking at position 67 or 95 were counted as having an impression — even though a real user would never actually see them.

Because bots were widely using this setting to collect SERP data, a large number of artificial impressions were being generated that didn’t reflect real user behavior. From now on, Google only shows 10 results per page.

The result: those artificial impressions are no longer included in reports.

What you’ll see in your data

• Impressions drop: all impressions from lower-ranking results (beyond the first page) are no longer counted. After all, “The best place to hide a dead body is page two of Google,” right?
• Average position improves: since the lower positions are excluded, the average moves closer to where real users actually see your site.
• CTR becomes more reliable: less noise means a more accurate representation of how often users actually click through.

Important: this is not a drop in visibility or performance — it’s purely a change in how data is reported.

What does this mean in practice?

For anyone actively working with SEO data, there are a few key takeaways:

• Analysis in GSC: Focus less on the absolute number of impressions and more on clicks, traffic, and conversions. The average position now gives a more realistic picture of where your site truly appears.
• Client reporting: A drop in impressions does not mean an SEO decline — it simply means Google no longer counts artificial impressions from deep search results. Similarly, an increase in average position isn’t a true gain, but a more accurate reflection.

Impact on tools like Ahrefs and SEMrush

It’s not just Google Search Console that’s affected. Rank trackers such as Ahrefs, SEMrush, and Sistrix also used the &num=100 parameter.

This means rankings beyond the top 10 will now be less complete and less reliable. It could impact analyses such as identifying new opportunities, tracking keyword cannibalization, or measuring early progress outside the first page.

Ahrefs has already stated that they’re exploring solutions, but for now, data beyond the top 10 will remain uncertain.