Why Your SEO Tools Suddenly Seem Broken—and What You Can Do About It
If you open your SEO dashboard and see missing rankings or drop in impressions, you are not mistaken. Google changed how it shows data. Many SEO tools now miss key numbers, and site owners feel lost. Here we show why your rank tracker may show wrong results, why your Search Console data dropped, and what steps you can take to fix your SEO plan.
What Happened to SEO Data Tracking?
For a long time, SEO tools used a hidden trick in Google search URLs, the parameter "num=100." This trick gave 100 search results in one go instead of the normal 10. The method let tools pull many ranking numbers fast. It showed where your pages stood in the top 100 search results.
In September 2025, Google stopped this trick. Now, adding "num=100" does nothing. Google returns only 10 results, ignoring extra numbers. Tools that relied on the 100-result pull now lose data. Pages ranking 11th or 50th might not show up at all. To the tool, it looks like your pages disappeared overnight.
Why This Change Matters More Than It Seems
This change is not a small hiccup. Taking 100 results in one go once powered many SEO tools. Now that this is gone:
-
Rank trackers show incomplete or missing rankings
Many tools now see only the first page of results. Rankings beyond the 10th spot disappear. This can make your pages seem to vanish even when they are there. -
Search Console impressions went down quickly
Many SEO managers saw a sharp drop in desktop impressions. Google now stops counting fake impressions from robot queries. The data now shows real human activity, even if the total numbers fall. -
Confusion leads to poor SEO choices
When you see fewer rankings and impressions, you might change your SEO plan in a rush. People may add or remove content and links when there is no real issue. This wastes both time and money.
Why Did Google End This Data Trick?
Google did not announce the change in a press release. Experts see several reasons:
-
It stops mass data grabs
With 100 results at once, robots could easily gather large amounts of data. Google wants to slow down these robot actions and keep its data safe. -
It makes data cleaner
Many requests came from robots and tools that did not match how a real user acts. Removing extra results makes the numbers match real user behavior. -
It pushes users to use proper channels
Google wants people to use its official tools for data instead of a simple URL fix. This step gives Google better control and lets it track data usage. -
It fits how people search
Real users rarely go past the first page of results. Limiting results to 10 creates a report that is closer to real-life searches.
What’s Broken Right Now for Site Owners?
If you see strange numbers in your SEO tools, here is what may be wrong:
-
Rank Trackers Are Missing Deeper Rankings
Tools that used to show 100 positions now only see the top 10. Keywords ranked from 11 to 100 no longer show in your reports. This gap can make your SEO look worse than it is. -
Search Console Desktop Impressions Fell Fast
The drop is not because of less traffic, but because the new count now leaves out robot activity. Your true visitor numbers probably stay steady. -
Analytics Dashboards Show Mixed Numbers
Your reports may show shifts in keyword data and ranking trends that feel odd. This is due to a new way of counting data, not a site error.
How to Adapt Your SEO Tracking Moving Forward
Do not let false data push you into bad moves. Here is a clear guide to adjust your tracking:
-
Focus on clear markers like clicks and conversions
Impressions alone do not mean much. Watch real visits, user actions, and completed goals. They say more about your true performance. -
Check if your tools now follow the new rules
Some SEO platforms now fetch results in smaller groups instead of one big query. Make sure your tool has changed its process. Consider finding a new tool if it has not updated. -
Realign your key goals to top rankings
A page ranked 87 rarely brings traffic. Focus on rankings that truly bring clicks, often pages 1 and 2. This helps you avoid working on pages with little effect. -
Do manual checks sometimes
Do not depend only on automated tools. Search your important terms yourself every now and then. Compare the real results with the tool data. -
Get ready for more updates in the future
Google plans to change how data flows soon. SEO experts should stay ready and watch for new methods of counting data.
A Practical Example
Imagine you run an online store and track 200 keywords with a rank tool built on the old method. You once pulled 100 results with one query. Now, the limit is 10 results per query. The tool must either send many more requests or accept partial data.
If the tool cannot handle extra requests, your dashboard will show many keywords with no ranking data. This may cause panic, making you think your site is in trouble.
The fact is that your actual visits and sales stay steady. The issue is only with the tool losing some numbers. Knowing this keeps you from fixing problems that do not exist.
Final Thoughts: What You Should Do Next
Google has changed how it shows SEO rankings and impressions with little warning. It is important to update your data tracking and how you see your SEO numbers. Start by checking your current tools, pay attention to clear numbers that show real user actions, and do some manual ranking checks.
If your tool cannot work under the new setup, switch to one that can. SEO tracking will keep changing, so staying open and careful about raw numbers will help you make sound decisions.
Stay focused on what brings real traffic and conversions, not just what appears on a report.
Ready to set your SEO tracking right and avoid missteps?
Review your tools today, adjust your key markers, and bring clarity back to your SEO tracking. This change helps you make better marketing choices, protect your rankings, and keep your site growing even when data looks confusing.
