Why Does Your Search Console Data Look Different?

If you’ve opened Google Search Console lately and noticed your impressions have suddenly dropped, you’re not the only one doing a double-take. Around mid-September 2025, marketers and business owners across nearly every industry observed a similar trend: fewer impressions, higher positions, and widespread confusion about the changes.

It’s easy to assume something went wrong with your SEO. But rest assured, your rankings didn’t vanish overnight.

What actually happened has nothing to do with an algorithm update or technical issue. Instead, Google quietly adjusted how it reports search data by retiring a long-standing parameter known as num=100. That behind-the-scenes change impacts how impressions are counted, and for once, it’s not bad news. In fact, it’s giving everyone a cleaner, more realistic picture of what true visibility looks like.

So, what exactly changed? And, how should you interpret your reports now that the data appears different? Let’s break it down.

What Was num=100, and Why Did It Matter?

When you perform a Google search, you typically see 10 organic results per page. But for years, SEO professionals could modify that view by adding num=100 to the end of a Google search URL.

That simple tweak told Google to display up to 100 results on one page instead of ten. For SEO tools and agencies, it was a convenient way to pull more ranking data in a single query. It allowed them to see where a site ranked for dozens of keywords, not just those on the first page.

However, there was a catch. Because those extended pages were being loaded, Google Search Console (GSC) sometimes recorded “impressions” for results that no human user would ever scroll far enough to see. Those artificially inflated numbers, known as ghost impressions, made websites appear more visible in search than they actually were.

Why Google Disabled num=100

In September 2025, Google quietly removed support for the num=100 parameter. The company didn’t issue a formal statement, but according to Search Engine Land, Google confirmed that it no longer allows users or tools to control how many search results appear on a page.

There are three main reasons behind this decision.

1. First, removing num=100 helps reduce automated scraping. Many SEO tools relied on that parameter to collect massive batches of ranking data, creating unnecessary server strain.

2. Second, and more importantly, it helps improve data accuracy. Without inflated impressions generated by bots, GSC can now better reflect what real users see.

3. Third, it reduces AI data harvesting. The removal helps control how AI companies access and crawl Google's index for model training, making large-scale data extraction more costly and complex.

In short, this change eliminates noise and brings SEO reporting back in line with human behavior.

The Immediate Impact on Search Console Data

The effects of this change were noticeable almost immediately. Across the web, SEO teams saw significant shifts in their data. According to Search Engine Land’s analysis, 87.7% of websites experienced a drop in impressions, and 77.6% saw a decrease in keyword counts. At the same time, many sites saw their average position improve, not because their rankings jumped, but because those deep, low-visibility results were no longer included in reporting.

It might look alarming at first glance, but what’s really happening is a recalibration. You’re not performing worse; you’re simply getting a clearer view of how your site performs where it actually matters — on the results pages users truly engage with.

Why This Matters for SEO

For years, SEO performance metrics were inflated by automation. Bots and tools pulled data beyond the pages real users interacted with, distorting the picture of visibility. Now that Google has closed this loophole, impression and keyword data reflect a more accurate representation of real human behavior. That means businesses can make decisions with cleaner insights and marketing teams can focus on meaningful metrics, not vanity ones.

Before we dig into what that looks like, it’s helpful to understand that this change doesn’t alter how you rank or how customers find you. It only affects how that activity is counted.

How to Interpret Your New Data

When reviewing your Search Console reports post-September, you’ll likely notice three key trends. Understanding these shifts can help you stay focused on the metrics that matter most.

• Impressions have decreased. This is normal. The inflated counts tied to num=100 are gone, leaving you with numbers that better reflect genuine search visibility.

• Average position improved. With those lower-ranking results removed, your data now centers on where your site actually appears for users.

• Clicks and conversions remain stable. If your traffic and lead volume haven’t changed, your visibility hasn’t either; you’re simply seeing it reported more accurately.

These insights reinforce an important point: your performance didn’t drop; your data got cleaner.

What You Should Focus on Now

This update is a good reminder that not all metrics are created equal. With impressions now lower and keyword counts refined, it’s time to focus on indicators that better reflect real-world success. 

Before diving into specific actions, it’s worth noting that the best SEO strategies aren’t driven by volume — they’re driven by relevance and engagement.

1. Prioritize clicks and conversions. These are the most meaningful indicators of whether your website is connecting with the right audience. If users continue to visit, call, or fill out forms, your SEO is performing exactly as intended.

2. Reset your benchmarks. Treat September 2025 as your new baseline for measuring progress. Any comparison to earlier data won’t be apples to apples.

3. Keep an eye on keyword quality. Fewer tracked keywords isn’t a bad sign if the ones that remain are more targeted and relevant.

4. Review your tracking tools. Some platforms that relied on num=100 are still adjusting their methods. Make sure your SEO software has been updated accordingly. (Search Engine Land reports that several are still refining how they collect ranking data.)

By focusing on high-intent metrics such as leads, engagement, and conversions, you’ll gain a more accurate picture of your online growth. And when your reporting is based on reality, not inflated numbers, it becomes much easier to make confident, data-driven decisions.

Why This Change is a Positive Step

This update filters out artificial signals, leaving marketers and business owners with information that reflects actual performance. Over time, cleaner data leads to smarter strategies.

Here’s why this shift ultimately benefits everyone involved:

• It removes misleading data. You can now trust that your reports reflect real visibility, not phantom impressions.

• It improves long-term tracking. Future performance comparisons will be based on stable, reliable metrics.

• It strengthens focus on results that matter. With inflated numbers out of the way, you can zero in on the interactions that actually drive revenue.

While the change may have made your graphs look different, it hasn’t altered your visibility in any meaningful way. It simply makes your reports a more accurate reflection of reality.

The Bottom Line

Google’s decision to remove num=100 represents a major shift in how site visibility is measured, but not in how your business performs. If your impressions have dropped, it doesn’t necessarily mean your SEO has weakened. It means your reports are finally showing what real users actually see. For businesses focused on sustainable, measurable growth, this represents a step forward toward more effective marketing strategies. 

Truvolv is already adapting to these changes behind the scenes, ensuring your reporting remains accurate and your marketing continues to perform exactly as it should. For more updates and resources, visit truvolv.com.