You’ve noticed your site’s rankings climbing, yet impressions and clicks are plummeting, leaving you puzzled.
The reason lies in Google’s recent decision to remove the 100 search results parameter, a change that’s stirring up site metrics across the board.
What Changed with Google’s Search Results
For years, Google allowed users to view up to 100 search results on a single page with a simple URL tweak, like adding “&num=100.”
That feature is now disappearing.
Many rank-tracking tools relied on this parameter to gather data, so its removal creates a ripple effect, altering the impression metrics you see.
Why Your Impressions Are Dropping
Impressions measure how often your site shows up in search results, while clicks track actual visits from users.
Since Google’s update around 10 September 2025, many site owners have reported sharp declines, with some seeing impressions fall by 25-35%, according to recent industry data.
Your ovreall rankings may have improved because tracking tools now align more closely with what real users see—typically 10 results per page.
However, fewer results per page mean fewer times that your site appears within rank tracking tools, directly impacting impressions for those keywords.
Busting Common Myths and Fears
When traffic drops suddenly, it’s natural to worry that something’s wrong with your site, but this time, it’s Google’s update causing the shift.
You might wonder if your pages have vanished from search, yet a quick check in Search Console will likely confirm they’re still indexed.
Some fear this change could harm their site long-term, but it’s a universal shift affecting everyone, not just you.
Worried your tracking tools are failing? Some are struggling to adapt, so test them regularly to ensure accuracy.
Think your content is the problem?
It’s likely fine—focus on making it even stronger to stand out.
If you’re feeling overwhelmed, rest assured you’re not alone; many site owners are navigating this change and finding ways to adapt.
Actionable Tips to Bounce Back
To regain your site’s momentum, start by checking your data daily using free tools like Google Search Console to spot trends early.
Focus on strengthening your top-performing pages by updating their content to aim for the highest search spots.
Building smart, relevant links to your site can boost its visibility, so seek out quality opportunities.
Experiment with a variety of keywords to capture more search terms your audience uses.
Pay close attention to how users interact with your site—track what keeps them engaged and refine based on those insights.
Share content that genuinely solves problems, as this draws steady, loyal traffic over time.
Refresh older posts with new information to signal relevance to Google.
Stay informed about Google’s updates by following trusted sources, and don’t be afraid to test small changes on your site—measure what works and scale it up.
With these steps, you’ll turn knowledge into action and keep your site competitive.
Conclusion
Google’s removal of the 100 search results parameter has flipped site metrics, which appears to boost rankings while cutting impressions.
Ready to take control and get your site back on track?
Schedule a chat at thatwebsiteis.me/start to dive deeper into tailored strategies for your site.
