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What the Removal of &num=100 Means for Small Businesses
In September 2025, Google took a significant step by removing the widely used &num=100 parameter, which allowed search queries to display up to 100 results at once. This change sparked a series of disruptions for SEO tools across the industry, forcing small business owners to rethink how they approach search marketing. As a small business owner, you may rely on these tools to understand your online visibility and competitive positioning.
Understanding the Impact on SEO Tools
The &num=100 parameter not only simplified the way search results were retrieved for businesses, but it also helped many SEO tools, such as Moz Pro and others, deliver quicker insights by aggregating bids on numerous results at once. This meant that business owners could gain insights from deeper ranking positions, but the recent update restricts that to just two pages (typically about 20 results). The complexity of gathering information is increasing, which may lead to higher costs for businesses as tools adapt to this change.
The Need for Adaptation
Many SEO tools are scrambling to provide solutions. For instance, Moz has introduced a hybrid approach where rank tracking will only focus on the first two pages of results. On the other hand, the Keyword Explorer remains unaffected, allowing businesses still to analyze a more extensive range of search results. This means that while AI tools may struggle to provide deep insights, there’s still a way to keep informed about relevant data and key conversation trends.
Why Staying Informed Is Crucial
The importance of understanding search results cannot be overstated, especially for small businesses looking to optimize their online presence. By analyzing limited data, businesses may overlook critical trends or content opportunities that could enhance their visibility. As digital marketing strategies shift, having access to analytical tools that can guide your SEO efforts remains essential.
Taking Action: What’s Next?
As a small business owner, it’s vital to reevaluate your marketing strategy in light of these updates. Consider asking your SEO tool providers how they plan to adapt to these changes. In addition, focus on optimizing content for the queries that yield the highest engagement. The tools may be changing, but understanding your audience and their needs shouldn’t. This step can ensure sustainable growth despite evolving dynamics.
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