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Google Changes SERP Data Collection (2025) – What It Means for SEO
Google has quietly rolled out an update that affects how SEO tools and marketers collect search results data. The change may look small on the surface, but it has a big impact on rank tracking, keyword research, and SERP analysis.
What Changed in Google SERP Data?
Until recently, SEO professionals could use the parameter “&num=100” in Google search URLs to load 100 results on a single page. This made it faster and more efficient to analyze the top 100 organic search results.
Now, Google has removed this functionality. That means tools and users can no longer pull all 100 results at once. Instead, they need to fetch 10 results per page — multiplying the number of requests needed to gather the same data.
Why This Matters for SEO Tools and Marketers
This change directly impacts SEO software platforms like Semrush, Ahrefs, and other rank-tracking tools. Here’s why:
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More time and resources needed to collect full SERP data.
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Potential shifts in reporting accuracy, especially beyond the top 20 results.
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Google Search Console data fluctuations, with reports showing:
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Desktop impressions dropping suddenly.
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Average position metrics increasing in unusual ways.
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The Good News: Top 10 Results Remain Stable
For most businesses, the focus is on the Top 10 organic positions. These results drive the highest share of clicks and conversions, and the good news is that data for the Top 10 and Top 20 remains reliable.
So while long-tail rank tracking might become more challenging, the most important rankings for SEO strategy are still trustworthy.
How Semrush and Other Tools Are Responding
Semrush has already confirmed that they are adapting their systems to ensure accurate rank tracking despite this change. They are working on alternative methods to maintain high-quality reporting and will roll out improvements in the coming weeks.
What You Should Do Next
If you’re an SEO professional, digital marketer, or website owner, here’s how to adjust:
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Focus on Top 10 rankings – they matter most for traffic.
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Monitor Search Console data carefully – expect some fluctuations.
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Stay updated with tool providers like Semrush for improvements.
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Review your SEO strategy – prioritize strong CTR and engagement signals in top results.
Google’s update to SERP data collection is a reminder that SEO is always evolving. While it may take more effort to track extended rankings, the core focus on Top 10 visibility and high-quality content remains unchanged.
By staying informed and adapting quickly, marketers can continue to make data-driven decisions that lead to growth.