Google recently removed the “&num=100” search parameter — the code that let users and SEO tools load 100 results on a single page.
At first glance, that might sound small, but it’s actually a big shift in how information is discovered online.
As a generative engine optimization company, we see this change not just as an SEO update, but as a sign of how AI-driven discovery and content visibility are evolving together.
What Changed
Before, SEOs could type “&num=100” at the end of a Google search URL and instantly see the top 100 results.
Now, that doesn’t work. Google shut it down completely.
This means:
- Tools that used to scan hundreds of results now must make multiple smaller requests.
- Rank tracking and impression data are less accurate.
- Some sites are showing big drops in “impressions,” not because traffic fell, but because of how data is now being counted.
- Google likely did this to reduce scraping, limit bots, and protect how its search data is used by third parties.
Why It Matters for SEO, AEO, and GEO
1. SEO (Search Engine Optimization)
This change resets a lot of the data we rely on.
If your average position or impression count suddenly looks different, it may not mean your rankings dropped — it might mean the data pipeline changed.
Now’s the time to focus less on impressions and more on real engagement — clicks, conversions, and how long people stay on your site.
2. AEO (Answer Engine Optimization)
Answer Engine Optimization is all about being found by AI systems like ChatGPT, Gemini, and Perplexity.
Here’s the big issue: limiting search results doesn’t just affect SEO — it changes how AI learns, how information spreads, and who gets noticed.
When Google hides deeper results, AI tools that rely on live web searches might only see the top few pages. That means less variety and fewer smaller sites being included in what AI “knows.”
If you’re an AI developer or content creator, this is your signal to diversify data sources, use structured data, and build your own information base — don’t rely only on Google.
As a generative engine optimization company, we help businesses make sure their content is accessible to AI systems — not just traditional search engines.
3. GEO (Generative + Local Optimization)
Local or location-based optimization just became more powerful.
If AI tools can only pull limited search data, local signals like “Coral Gables,” “Miami,” or “near me” will carry more weight.
That means local businesses that publish rich, locally focused content can stand out more easily — especially when AI engines consider location in their answers.
What About OpenAI, Anthropic, and Perplexity?
Do these AI models depend directly on Google?
Not exactly — but some of them use web data or APIs that do.
- OpenAI’s ChatGPT and Anthropic’s Claude are trained on large datasets, but any live web-search connections they use will be affected by Google’s new limits.
- Perplexity and similar AI search engines that rely on Google results will now have access to fewer pages at once, making their outputs less diverse.
So yes, indirectly, this Google change could narrow what AI systems see and how they learn.
What Businesses Should Do Now
- Rebaseline your SEO metrics — don’t compare pre-change data to post-change data.
- Focus on engagement: clicks, conversions, and user behavior.
- Expand your data sources beyond Google.
- Strengthen local signals — use location-rich content and schema markup.
- Optimize for AI visibility — add FAQs, structured data, and clear entity references.
- Track mentions of your brand or content in AI tools like ChatGPT or Perplexity.
The Bottom Line
Google’s decision to remove the “&num=100” parameter is more than a technical adjustment — it’s a turning point in how the web organizes, surfaces, and distributes knowledge.
For businesses that want to stay visible across search and AI-driven platforms, working with a generative engine optimization company is no longer optional; it’s essential.
The next era of optimization isn’t about ranking higher — it’s about being understood by both humans and machines.
Ready to future-proof your online visibility?
At SEO Needed, we specialize in Generative Engine Optimization (GEO), ensuring your business is discoverable not just on Google, but across AI and answer engines.
📩 Let’s talk: Contact SEO Needed
